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3 ways print marketing still beats out digital marketing

With all of the hype around digital marketing, it can sometimes feel like you are behind the times as a professional if you use print marketing, but it still has distinct benefits digital marketing simply cannot deliver.

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Modern marketing

Modern marketing techniques center on digital and online formatting. If you’re an entrepreneur, chances are you have experience in online ads and banners, blog posts, and keyword-targeted content. All these things are great and definitely should have their place in your marketing arsenal. However, don’t leave out digital marketing’s predecessor—print marketing. While print marketing may seem archaic, there are actually ways to use print marketing to best benefit your company and advance your professional efforts. Remember, digital marketing doesn’t always trump old-school print marketing. And here are three ways to prove it.

Home-field advantage

1. Use Your Home-Field Advantage – With the current trend of increased support of local businesses, this is your time to really network within your community. A great way to do that is through print marketing—post cards, brochures, posters, flyers, and catalogs. Depending on your target market, you can drop off your marketing materials to other local business that would benefit from your product or services, set up a booth at a local event and hand out informational packets, or send them through the mail to local residents. Some consumers would rather go someplace with a physical storefront than just browse online, and with the use of print marketing, you can reach a whole new demographic.

A little something extra

2. Give Your Customers a Little Extra Attention – Send your customers, whether longtime or new, a little something in the mail now and again. Let them know that you appreciate their business and remind them of upcoming sales, discounts, and specials. However, there is a required balance to this method. You want to send them enough correspondence to let them know that you’re aware of them and their loyalty, but you don’t want to spam and annoy them—that will only drive them away. If you can, personalize the letters, cards, or flyers. This doesn’t just mean you put their name on it. For example, send them something for a birthday or holiday.

As an example, the realtor I used to purchase my first home sends me a card and a five-dollar give certificate to a local ice cream shop twice a year—on my birthday and on my home-buying anniversary. It’s a small, simple effort, but it goes a long way. To me, this shows he’s willing to give his clients a little extra attention. In turn, this keeps his services at the forefront of my mind, so I can recommend him to others or so I can use him again with my next home purchase. Sometimes digital media just isn’t the same as a letter in the mail.

Expanding your reach

3. Introduce an Entirely New Target Market to Your Company – There’s no debate that there is a different set of people who only stay abreast of things through digital and online means and those who prefer the “old-fashioned” way—physical books, newspapers, magazines—to using modern technology. So, instead of choosing one method over another, why not use both? Yes, many of the ways to market your company online are free—blogs, social networking sites, and sometimes even creating your own website.

And yes, it costs money to use print marketing. But they each have their unique benefits. Depending on the nature of your business, you may not be solely targeting the youngest generation of digital-lovers. Perhaps you’re targeting an older, more mature age group or business professionals who don’t have time to surf the web for leisure, but make time to read a magazine or physical newspaper each day. Or, maybe you just want to cast a wider net. Whatever your reason, using print media to reach a new demographic will keep you a step ahead of your competition—who, undoubtedly, is relying on digital marketing.

Redefining the benefits

It’s time to redefine the benefits and usefulness of print media. It may not be hot, new thing in modern marketing, but it has its roots. It has stayed around so long for a reason. Make use of print marketing where you can and combine it with your current digital marketing efforts, and you’ll see the results. A successful entrepreneur always uses all available resources, and one of them is still print marketing.

The American Genius Staff Writer: Charlene Jimenez earned her Master's Degree in Arts and Culture with a Creative Writing concentration from the University of Denver after earning her Bachelor's Degree in English from Brigham Young University in Idaho. Jimenez's column is dedicated to business and technology tips, trends and best practices for entrepreneurs and small business professionals.

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6 Comments

6 Comments

  1. Sheila Rasak

    March 17, 2012 at 9:57 am

    Absolutely! Keeping in touch with your client base is essential in keeping in a relationship that trust and time built over the months that you worked for them for their best outcome. I’ve had plenty of clients that were grateful for my role and work in their transaction, but would have more than likely forgotten me once the escrow closed.

  2. christinesousa12

    November 22, 2012 at 5:45 pm

    I always believe in taking extra care of customers, especially the old ones. They are the people who already know the quality of your product so they are much easier to convince to buy again than the new ones. Most referrals also come from them, so we have to extend extra attention to them. Print also remains an ideal way of reaching customers, so despite our highly electronic market, print should still be used. Read this article to see just how print remains effective in the electronic age: https://blog.printplace.com/print-media-marketing-and-advertising-in-the-changing-media-landscape/.

  3. My SMS

    December 28, 2012 at 5:20 pm

    The final thought for me is the most valuable, you must be doing both, print will complement digital, but when you see the effectiveness rate in print (23%) and compare against SMS marketing, a great tool for customer service and marketing, with an impressive 98% of lecture 5 minutes after received, for sure you will think twice about where to put your money, digital is here not just as a trend, it is here to stay and to change forever the business landscape, our recommendation for all small and independent business owners is to jump on it as soon as you can, you will be rewarded and recognized soon

  4. Pingback: The Surprising Power of Print Marketing to Leverage Your Ecommerce Site

  5. Pingback: The Surprising Power of Print Marketing to Leverage Your Ecommerce Site - Weblog.ws

  6. Pingback: The Surprising Power of Print Marketing to Leverage Your Ecommerce Site | Create StartUP

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Business Marketing

Unsplash is the secret weapon for seekers, and creators of unique images

(BUSINESS MARKETING) It’s free, it’s great, it’s free, it’s a marketing multi-tool, and it’s FREE. Why aren’t you using Unsplash already? It has great exposure!

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I really can’t stand seeing the same thing over and over again.

Might be my slutty, slutty, non-brand-monogamous Milleniality showing, but I reeeeeeally feel like something’s wrong when I can’t tell two different companies (or WRITERS) apart because they’ve aped the same template, or bought the same cheap font, or used the same stock photos.

He’s a cutie, but I can only see that surprised toddler in the pink shirt and gray vest so many times. And I guarantee at least 85% of people reading this know exactly which baby I’m talking about, hence the issue I’m having.

That’s where Unsplash has been my friend.

I was introduced to the image search engine in my last job: hundreds of thousands of hi-res images for 100% free, which yeah, was just my boss saving money on subscriptions to pay for our office snacks. But I was pleasantly surprised by the cool stuff I could find!

How it works is; well first, pretend you’re a photographer. One amongst many. And you specialize in, say, bomb ass macrophotography. Except the people who need your services A: Don’t know the difference between your specialty and someone who can use the zoom button, and thus B: Aren’t finding your portfolio because they don’t even know what they’re looking for.

If you’re willing to let people use some of your photos, you can host images on Unsplash, tag them with keywords, and ideally get some subtext or alt-text credit.

It’s not like a paying gig, it’s more like passing out fliers to super warm leads.

Now pretend you’re writing for a nature blog. Justifiable crackdowns on unpaid intellectual property mean that when your client says ‘Just pull some stuff from Google, it’s whatever’, you’re not actually going to do that. But there’s no budget for a subscription to anything, so what now?

You check out Unsplash is what. Then you find that macrophotographer’s amazing pictures of leaves and such, and bookmarking their gallery gives you a way to harmonize all the preview images you use for the ‘5 Most Ominous Things I’ve Found in the Austin Greenbelt’ article you’re working on with everything else on the site.

As a master manipulator of text/feelings myself, I’m also really into the fact that since anyone with a camera, anywhere in the world can host their images, I’ve got a lot of diversity in styles, locations, and of course human subjects. I really enjoyed that I could look up ‘CEO’ and find a Vietnamese woman and a Canadian man sharing the first page and probably a complicated relationship with France as a concept.

And I noticed something else.

Quite a few of these images were branded! As in Harley Davidson, Boxed Water, and more have Unsplash accounts, with their products on display to be used whenever people look up words like ‘freedom’ and ‘quirky’ and ‘hydrate’.

You literally can hire a photographer to take pictures of people in various situations wearing your brand of pillbox hats, and get photos of your product placed any and everywhere!

Now of course there are a few wee drawbacks.

Credit isn’t guaranteed, so whether you’re a brand or a photographer, you may not have your name on your work when it’s displayed, especially on preview images.

You also won’t be notified as to WHERE your photos are being used, so if your properly gloved and be-pillboxed gals end up photoshopped with digital Sharpie mustaches and used in an anti-fancy fashion postpunk op-ed, that’s out of your control.

On the searcher side, the AI is a little off as you scroll through. You might be distracted by photos of fighting racoons being auto-tagged as dogs hugging, and lose time laughing and taking screenshots, and then explaining why you’re posting to Tumblr during work hours.

Still worth it, by the way.

Ultimately Unsplash has been my ace-in-the-hole when it came to advancing the radical left agenda by viciously adding different ages, races, and settings to my last gig’s newsletters, and it’s another great resource for anyone in the ‘get/KEEP your name out there’ stage of business.

Hitch up your water wings, dive in, and make an un-splash!

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Business Marketing

Instagram’s false information flagging may accidentally shut down artists

(BUSINESS MARKETING) Instagram is doing its hardest to insure no false information gets released wide, but the net they cast may catch a lot of artists who manipulate images.

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technically a false image

Instagram’s new update is hiding faked images. The downside? Posts by digital artists are being swept up in this new flagging system. In December, Instagram announced the release of a false information warning in order to combat the spread of misinformation on the platform.

How does this work? Content that is rated as partly false or false by a third-party fact-checker is removed from Instagram’s Explore option and matching hashtag pages. Additionally, the image will receive a label to warn viewers about its credibility with a link back to the fact-checker and further sources that debunk the visual claims in the image. These labels can be seen on profiles, feeds, DMs, and stories. Identical content from Facebook will be automatically labelled if posted to Instagram.

Digital artists are feeling the effects of Instagram’s update as digitally-altered images for the sake of artistic expression are being slapped with the misinformation label. The good news, however, is that not all photoshopped images are in danger—only the pictures that have gone viral attached to false information and identified as such.

So if an artist manipulates an image, releases it, then someone else decides to use the altered image to spread misinformation, the artists image could be labeled as misinformation and will be hidden from the Explore and hashtag pages. The artist pays the price for someone else spreading false information.

While a label will save a viewer from questioning a post, digital artists, whose careers depend upon visibility and the spread of the work are likely to feel the effects—whether it be scroll-frenzied viewers passing their work by, deterred by the label barring the post from a quick look, or even worse, the artists having their own credibility called into question.

With only a couple of weeks into the new year, it’s yet to be seen how other digital art may (or may not) be caught up in Instagram’s well-meaning update.

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Business Marketing

How becoming better listeners eliminates our culture’s growing isolation

(BUSINESS MARKETING) We have all be frustrated by someone who doesn’t listen to us; so why not make sure that you are taking the steps to not be them, and be better listeners.

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good listeners breed good listeners

We all want the same thing: to be heard. In this digital age, we’ve created an endless stream of cries for attention via comment sections, forums, and social media feeds—shares, retweets, tags, videos, articles, and photos. Worse, our words echo in our digital bubbles or specific communities, doing nothing but making us lonely and isolated. However, in the midst of a divided political climate, we can all stand to strengthen our ability to listen.

Me? A bad listener? What are you trying to say? I got enough flaws to worry about and don’t wanna hear about another skill to improve. Oh, the irony.

“Bad listeners are not necessarily bad people,” assures Kate Murphy in her new book You’re Not Listening. “Anyone can get good at it. The more people you talk to, the better your gut instinct. You’re able to pick up those little cues. Without them, you’re not going to get the full context and nuance of the conversation,” she says in an interview with The Guardian’s Stephen Moss.

Our bad listening aside, we can all remember a time when we weren’t treated with the attention we craved. Moments where you’d do anything for the person you’re conversing with to give a sign of understanding—of empathy—to validate our feelings, to acknowledge the vulnerable piece of ourselves we’ve entrusted to them is cared for. Nothing is worse when we’re met with blank expressions and dismissive gestures or words. These interactions make us feel small and lonely. And the damage can stay with us.

So what can we do to ensure we’re the listeners we’ve always wanted from others? Being a good listener does take time, energy, and tons of practice. There are easy tips to keep in mind:

1. Show you care by making eye contact and putting away your phone.
2. Patience. Everyone opens up on their time.
3. Ask open-ended questions. Yes/no responses inhibit the flow of conversation.
4. Repeat what you’ve heard. This clarifies any misunderstanding and validates the speaker.
5. Give space. Let the conversation breathe—silent pauses are healthy.

By becoming better listeners, we show care. We become curious about and empathetic towards others, leaving our bubbles—we become a little less lonely.

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