For the past few years, the B2B marketing world has been buzzing about the rise and relevance of digital media. It’s true that there are many digital channels available to help companies connect with their potential customers. From social media to webinars, online catalogs to video, email to apps—B2B marketing has experienced a sea of change.
Conversely, spending on print is declining. According to research from CMO Survey, investments in traditional advertising have consistently dropped by single digit percentages each year for the last half decade. Digital marketing spend, by comparison, has consistently grown by double digit increments year after year.
And yet, data shows that print media still plays a role in a successful multichannel marketing strategy:
• The CMO Survey also found that digital spend is only a portion of total marketing spend for most businesses, and that companies are also spending marketing dollars on offline/traditional media.
• Fifty-seven percent of B2B marketers use print or other offline promotions as part of their marketing mix.. (2016 B2B Content Marketing Trends – North America: Content Marketing Institute/MarketingProfs)
The Benefits of Print
There are many benefits to reaching your customers using print media. Print is still a top-of-funnel medium, and can help you establish the value of your brand. Additional benefits of print include:
• With print circulation down, readership for most publications has been culled to only the most engaged, targeted audience, which is a desirable trait from an advertising standpoint.
• Print is perceived to offer credibility, especially in the B2B industrial space.
• Readers of print are not interrupted by targeted digital ads being served up in real-time based on browsing history or digital footprint.
• Readers are more focused when engaged with print, rather than multitasking like they do when consuming digital content.
• Print offers pass-along exposure among colleagues.
• Print offers high visibility—fewer ads mean more impact.
Finding Where Print Belongs
Research by the sales and marketing firm Outsell showed that marketers are increasing the number of tools in their marketing stack. Research from Lewis PR found that 84 percent of senior marketers worldwide state multichannel marketing is a key focus of their current marketing strategy.
Print advertising can still have a place within your stack of tools and overall marketing mix. . The question is finding the right fit in an integrated and multichannel marketing program.
When choosing print media, keep in mind that the real value in print advertising may be in brand awareness and perception, and in getting your message or offer to stick over the long run. By simultaneously using both print and digital media, you can achieve concurrency of media and have a greater opportunity to connect with your target audience in different settings—whether they are at their desks, on their mobile device or offline.
Measuring the effectiveness of print is easier than in the past.. Do this by integrating print and digital efforts. Marketers can include scannable QR codes, or set up ad-specific URLs and corresponding landing pages so that they can track how much traffic is generated from a particular print promotion.
Digital channels are more plentiful, and offer concrete measurements and flexibility. Plus, the majority of the technical audience goes online first when searching for product, services and suppliers. However, a well-planned print should still play an role in your marketing mix – as long as it’s integrated with
digital in your multichannel marketing strategy.
Tell us – Where do you see value in print advertising? How are you merging digital and print?