Here’s a marketing story for you: let’s say you’re working in the digital marketing department of your company on a huge promotion and your friend Sarah is in charge of print and working on mailers for the same campaign. You both work tirelessly for a week and have a quick meeting on Friday to compare notes. Horror of horrors: you discover your campaigns have completely different themes.
Left hand, time to figure out what the right hand is doing. Digital and print are equally as important, and need to work together to deliver the best results. Here are some simple ways to integrate your digital and print marketing campaigns seamlessly.
1. Use Hashtags
This is one of the simplest (and most low-effort) ways to integrate print and digital. Create a unique hashtag for your campaigns that you can slap onto your print pieces to streamline your campaigns from print to social media organically.
2. Personalized URLs and Codes
Make it personal – use personalized URLs or codes in your print campaigns to easily promote certain campaigns and to gather data on your customers. For example, you can include a short, snappy link on a mailer inviting customers to go online for a special discount. You can also create discount codes that are print-only to track just how many people are engaging with your mailers.
3. Use Data
Digital marketing provides you with a wealth of information about your customers…why not bring that over to the print world as well? Your digital data tells you demographic information but more importantly it tells you: what your clients do and don’t like, their preferred method of communication, what causes resonate with them, etc. All of that is important info that can be leveraged in variable printing campaigns.
Follow these tips and your digital and print campaigns will work together in harmony.
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