Print is the New Digital Champion – Part II

In the last blog post written by my colleague, Michelle Houston, she demonstrated the symbiotic relationship that postal retargeting shares with digital marketing. She also articulated why it’s vitally important to integrate postal retargeting into the marketing mix.

I couldn’t agree more.

I wanted to continue on that thread of print being a digital champion by covering some other areas where digital programs, as well as companies’ performance, benefits from a robust print program.

Frequently in our client engagements, we uncover “turf wars” that exist between siloed marketing groups who fight for their share of the budget to run somewhat independent programs. Here’s how it typically breaks down:
•The digital team is interested in driving performance online;
•The retail team is interested in driving in-store sales;
•The print team is just trying to survive since there is no real “print” channel.

That’s right. What is usually missing in the gladiator-style battles for funding is the understanding that the print program is, in fact, supporting all channels. Companies who thrive embrace print as a mechanism to support online and retail store traffic sales, understanding that all channels will benefit.

(Side note pet peeve: The call center is not the catalog channel. In this day and age, it is unacceptable for any company to be reporting phone sales as catalog.)

Research and client results continue to show (as indicated in the chart below) that the more you align contact through the various marketing channels, the incremental sales will increase. Hyper-focused on the development of relevant audience creation, print contact tends to be more valuable long term and have superior KPI’s when tracked through the online or retail process. It behooves all companies and marketing teams to identify, include, and embrace the traffic driven by the print program.
much more detail at:…_COPY_01&utm_medium=email&utm_term=0_d81250a2d7-9eafd9c93b-138282877

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