The relationship between print and digital
Written by: Sunny Logsdon
According to a recent report by the Custom Content Council, print still captures the majority of money spent on custom media. The same study revealed that digital marketing spending is at an all-time high. So even though marketers are embracing new media, they’re not letting go of the tried-and-true. And often times, they’re using one medium to promote the other.
My husband recently received exactly that sort of promotion from GQ Magazine. It was a beautifully designed broadsheet publication that read a lot like a GQ (think gadgets and handsome fashion spreads) but was actually a promotion for the online men’s retail site, MrPorter.com.
Perhaps MrPorter.com founder Natalie Massenet knows what some marketers tend to forget – just because you build it, doesn’t mean they will come. Even after a year of marked success, she isn’t relying on word-of-mouth to grow traffic to the site. Instead, she invested in an offline tactic to increase Mr.Porter’s reach and further develop her audience.
The advantages of digital marketing are huge – it’s interactive, the turnaround is often quicker, and it can be cheaper than its print counterpart. But the disadvantage is that there’s more competition for eyeballs online and there’s potential to become a needle in a haystack. It’s much easier to ignore online content (or never find it) than content that arrives in your physical mailbox. But when used in tandem, marketers get the best of both worlds: customer awareness across mediums and an interactive experience that audiences can contribute to.
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