Tips for Integrating Marketing Communications between Print and Online
Begin with a plan and strategy for integrating marketing communications between your print and online efforts. Ensure that your printed message is in sync with your online message and that your online message is in sync with your printed message.- Keep the feel and look of each printed piece similar to one another as well as any online advertising you do and your website. A consistent look helps build brand recognition. If your printed piece looks completely different than your online efforts, chances are you will be confusing your audience and hurting your bottom line.
- If you are promoting an event, product, or service through your print advertising and you are directing your target audience to your website, direct your target audience toward a specific landing page that looks very similar to your print advertising. You want to not only tie in the two delivery channels, but it is a good idea to have a separate landing page to track and see if the message on your print advertising is working.
- Integrating your print and online efforts is part of your IMC (Integrated Marketing Communications) effort. You can look at the two as separate communication channels that are tied together as part of your brand image. Always reference your online presence; website, social media channels, on your print advertising. The opposite holds true for placing and catalog, brochure, or print promotion on your website for download by your visitors and customers.
- If you are selling products, it may not be cost effective to have everything you offer online, in print. However, if you are promoting a product or have a small catalog, then you need to ensure that the products showcased in your print advertising is available online, because your customers will look for more information n about it from your website.
- Use your print material as a teaser of your product and/or information. Give your reader an incentive for visiting you online where you can provide more information and resources about your products and services.
- When possible, use video on your website to further illustrate or demonstrate your product or services. Use your printed material to promote your online video.
- Integrating marketing communications between print and online channels is not rocket science; the key ingredient is to keep both your print and your online collateral, consistent in look and message.
By Alyn Stafford
www.marketingcommunicationsblog.com