WHEN TO EMPLOY WHICH TACTIC IN A UNIFIED MARKETING FRAMEWORK
jimmylasalle October 20, 2021Although we live in a digital age, any smart marketing strategy will include both print and digital activities. In fact, according to a poll, 85 percent of customers prefer to deal with a small business that uses professionally printed materials. Furthermore, of all the online marketing methods, direct mail marketing has the greatest conversion rates.
You’ll need a cohesive marketing plan to get the most of this multi-channel marketing approach. Use the elements below to bring various mediums together and, as a result, generate sales, obtain a clear understanding of ROI, and make changes as needed to develop a healthy business.
- Setting a Goal/Vision
Print and digital marketing are complementary to one another. As a result, your objectives for both must be linked in order to avoid overlap while still making the most of each platform’s distinct features. Consider how each platform can work together to achieve your marketing objectives as you develop your approach.
- Branding
Consistency in branding is crucial, especially as you want to appear both online and offline, from voice and messaging to font and colours. Brand consistency refers to the pattern of expression that determines how people view your company. Your branding will be more consistent if your messaging is consistent—whether through language, design, offerings, or attitude. Customers must be aware of your brand in order for trust and loyalty to develop.
- Tracking
Tracking is just as important for offline print marketing as it is for online marketing. When done correctly, you can compare the efficacy of online and offline campaigns, allowing you to adjust and update your approach as needed. The good news is that it’s also simple to put into practice, regardless of the offline materials you use. Keep this in mind while you develop your unified marketing strategy.
- Metrics
You’ll need a consistent list of metrics to track to gauge the worth of both print and digital to effectively assess your efforts. This enables you to compare and evaluate not only ROI but also raw figures to determine what works and what doesn’t. The following are some metrics that can be compared between the two mediums:
- The number of visitors or clicks to a website or a certain landing page.
- Purchases made, whether in person or online
- Inquiries received through your website
- Review
The most important part of any marketing strategy is to evaluate your efforts on a regular basis, preferably monthly. This is especially true for a unified approach that involves both print and digital marketing, as the two will almost certainly provide very different outcomes. Knowing these numbers will enable you to consistently allocate your money based on facts rather than preconceptions.
To get the most out of both, combine your print and digital marketing strategies. With this multi-channel approach, you set yourself up for success by setting the same goals, determining measurements ahead of time, and tracking the results. Also, visit www.jimmylasalle.com to learn more about unified marketing strategy from Jimmy Lasalle, the best in the field. With his years of experience and expertise, you are sure to gain a lot of knowledge from one of the best marketing keynote speakers.
