How E-Commerce Sites can Benefit from Print Marketing
The internet has quickly turned into a place where people can meet their soul-mate, become an influencer and of course, shop ‘til their credit cards are maxed out. Businesses are well aware that having an online presence is very important in today’s culture. E-Commerce retailers are able to expand their reach, target niche audiences and increase sales. But, E-tailers shouldn’t turn the page on in person interactions. Some customers just might need or even desire connecting with a brand, beyond a device.
The goal, of any business, is to turn a potential customer into a returning customer. Print marketing materials play a crucial role in doing just that. By integrating print marketing into your strategy, E-commerce businesses will be able to reach clients that desire in-person interaction, and generate new and returning customers.
Benefits of Print Marketing
Customers that see a brand beyond the screen, will more likely make a purchase and recommend it to potential consumers. This is because consumers are more likely to recall a print advertisement over a digital one. Forbes conducted and released a study where a team measured the effects of print mediums against the effectiveness of digital mediums. The metricts were based on cognitive load (comprehension), attention (how long each medium is viewed) and motivation (persuasiveness).
“Direct mail requires 21% less cognitive effort to process than digital media (5.15 vs. 6.37), suggesting that it is both easier to understand and more memorable. Post-exposure memory tests validated what the cognitive load test revealed about direct mail’s memory encoding capabilities. When asked to cite the brand (company name) of an advertisement they had just seen, recall was 70% higher among participants who were exposed to a direct mail piece (75%) than a digital ad (44%).”
Helps Build a Physical Relationship
Customers that shop for an item exclusively from an online store will be in awe when seeing a physical pop up shop or brand in the wild. Giving them the chance to directly relate and interact with the brand will build a stronger relationship with the customer.
Optimizes Overall Reach
It’s important to understand that advertising on every available website and social media outlet may not be feasible. No two customers are exactly the same - who is your target audience and where do they frequent most? That’s where you want to be. By integrating print into your overall marketing strategy, a business can maximize their brand exposure, thus optimizing their reach.
How to Effectively Integrate Print Marketing Campaigns
Just like Digital Media, there are certain guidelines to delivering a message and how customers will interact with it. Some print materials allow for longer form information, while others require it to be quick and simple. Below is a list of different types of print materials:
Printed QR Codes
Flyers and leaflets
What should always be included on print marketing materials?
Call To Actions should always be included and unique. This way, the marketing team will be able to properly track how each campaign performed and provide further insights about their target consumers. When consumers interact with print marketing materials, they are moving further down the purchase funnel. Businesses need to funnel consumers in the right direction, otherwise they will not complete a purchase. Whether that be following a specific hashtag or directing them to a landing page, is based on the campaign and team executing it.