By Doug Logan
Print and Digital marketing mediums work hand-in-hand, not cross purposes
The web recently turned 20 years old, but print has been around since Gutenberg first started up his printing press in 1439. Print has been with us for hundreds of years and it’s not going anywhere soon (neither is the web).
The radio didn't kill the newspaper. The television didn’t kill the radio. Mediums rarely die but they often evolve.
So how can Print & Digital coexist? They already do. Some researchers claim that print is the biggest driver of traffic to the web. I have heard it said that 80% of the traffic on the web comes from print, though my attempts to find hard data to substantiate that claim were unfruitful. 80% may be a far stretch since I can’t remember the last time I heard someone say “just look it up in a magazine” instead of “just Google it”, still the challenge is controlling the experience from print to web and more importantly, tracking it.
Here are some tips on getting Print & Digital to play well:
- As with any advertisement, you want to have a powerful call-to-action that compels the viewer to take the next step. Let’s imagine you are Ferrari and you want to promote the new Ferrari FF. Your call-to-action could be something like “Explore the Ferrari FF and schedule a test drive.”
- Make sure the website address is prominent and unique. In the example above, after the call-to-action, you could have something like “ExploreFerrari.com/TestDrive”. What is important here is that we are using a website address that is different than the company’s main website (Ferrari.com) so that any traffic going to that website address (ExploreFerrari.com) is coming from our advertising efforts. Furthermore, the tail end of the website address (/TestDrive) is unique to this particular Print ad & publication, making it possible to track using web analytics.
- For more on the work we did tracking print mediums for Ferrari, check out the case study.
After you have tracked all your print advertising for a substantial period of time, get rid of the sources that result in the least visits to your website, the least ledes, or if you can, the lowest number of sales.
Print is great for brand awareness and Digital provides amazing control and efficiency gains. Together, you can have the best of both worlds, like having your cake and eating it too.