Why your marketing should be ‘phygital’

Digital marketing is fast, flexible and measurable (to some extent), so why change things? 

 

Eight out of 10 consumers say they have more trust in printed advertising when they’re deciding what to buy. Even digitally native Millennials and Gen Z customers find printed material easier to read and understand. As marketers we’re all looking for something to give us an edge. It makes sense to take advantage of this additional trust factor. 

 

Of course, businesses don’t want stockpiles of printed brochures and catalogues gathering dust in a storeroom. However, there are much more interesting ways to engage with your customers through print. 

 

Digital connections. Quick Response or QR codes, for example, can instantly connect someone browsing a magazine with an augmented reality (AR) view of your product. 

 

Print can also help to create memorable connections with your audience. High quality printed content stands out. You can boost your brand when you take advantage of the feel and even the smell of printed content. 

 

Authenticity. One of the big marketing themes that will build momentum in 2025 is ‘authenticity’. With increased trust and engagement you gain through printed media it’s important to include it in your strategy. It can help you build stronger relationships with your customers. 

 

Value for money. With materials, energy and employee costs increasing you’ll want to make sure you make the most of your printed marketing. Taking advantage of established publications will help you reach your audience. You can achieve good coverage for a fraction of the cost of a direct mail campaign, for example. Because readers value the publication and will probably keep and share it, you’ll minimise waste and help the environment too. 

 

By adding specific codes or links to dedicated web pages in your printed advertising you can efficiently track results. In fact, it’s probably more reliable than digital analytic tools. 

 

Predictability. While you can launch digital campaigns quickly and see results almost immediately, they are soon forgotten. It’s true a single printed advertisement, even in a popular publication, might not make much impact. However, over time, readers will recognise and trust regular advertisements. You know exactly when and where publications are delivered so you can anticipate responses and test messages and offers. 

 

Readers of our publications value and trust all the local news and information they receive. Your advertisements benefit because your audience is already interested in all the other content.