I is for Integrated! Marketing Minute
Omnichannel marketing is really just a fancy way to say integrated.
As a marketer, your goal is to integrate and measure campaigns so that you know where your marketing dollar is going.
Breaking down the silos between channels makes sure that your social media marketers, email advertisers and programmatic ad buyers are all working together.
So where does print fall into this strategy?
Print isn’t an “add-on”; it’s your bulldozer
It comes as a surprise to a lot of marketing professionals when I tell them that print is easily integrated into most campaigns. And not just as an “add-on”, but as a bulldozer that crushes through ad blockers and other firewalls consumers use to keep the digital ads at bay.
Print sticks around
When a print piece arrives in a mailbox with a message that matches those of all your other channels it amplifies the impact. Why? Well, it sticks around a lot longer than a display ad on a phone and isn’t automatically sorted into an email junk box or promotions folder.
Print’s speedier than ever
It’s also possible to tie your print component to specific parts of the customer journey. A customer drops off the shopping cart — a printed postcard can be on its way within hours offering an incentive or discount to return and finish the transaction.
Mail simply beats the roadblocks
With email open rates dropping, it’s getting harder and harder to reach your customers. With mail, you skip the blockers and get right into the hands of people you can’t reach any other way.
It’s powerful. And it’s the natural extension of integrated marketing.