As mentioned in a previous post, print is still very much alive and digital is providing us with new and innovative solutions to promote brands for maximum exposure.

Digital marketing includes banner advertising, search engine marketing, video, and social media, to name a few.

How do we combine both print and digital for effective marketing and advertising?

Include a hashtag
Once primarily used as a ‘pound’ on a handheld telephone, cell phone, or smartphone, the hash symbol was modernized during the inception of Twitter, and quickly adopted by Instagram and Facebook, respectively. Furthermore, the hashtag is known worldwide as a word, or phrase, preceded by a hash sign (#) and used to identify messages on a specific topic.

In English terms, it is a word or phrase utilized to group similar social media conversations into one search. Essentially, a hashtag can be used to promote a brand or particular campaign.

Before deciding on a relevant hashtag, make sure that it is used by anyone else. Conducting a Google or Twitter search will show its history. Add it to all relevant print advertising including direct mail, billboards, e-newsletters, and full, half, or quarter-page ads in applicable publications.

For tracking purposes, it is best to remain strategic in your placement. By limiting yet combining the use of the hashtag to specific advertising, you can track the source of your engagement.

Consistency is key
Americas-FarmersAlong with brand recognition, consistency in the message is key to driving a successful marketing campaign – this includes, but is not limited to hashtags, landing pages, and logos.

Reaching your target audience through multiple channels increases brand awareness and must be leveraged throughout all channels of communication.

In the America’s Farmers advertising campaign, Monsanto shows consistency in the message from their print ad to the website promoted on the print ad. America’s Farmers is followed through to social media as well. Make no mistake, it is clear that the campaign is Monsanto’s, but the consistency in the campaign is the message – America’s Farmers.

Monsanto uses multiple mediums to drive the same message – print, digital, and social media.

Creativity knows no bounds
Creatively speaking, print does not limit you by the margins of the page. There are, however, some elements for marketing that need to be present on your print ad to make it valuable:

Headline – Don’t use uppercase unless you want to EMPHASIZE SPECIFIC WORDS, otherwise the headline will lose effect.

Logo –Whether subtle or prominent on the page, a company logo is a necessary component of any advertising creative.

Image – Does the image complement the message?

When it comes to creating the ad, rely on a graphic designer’s expertise – they have industry knowledge and understand, in depth, layout, whitespace, and font requirements. They will also mock up a few different options for your review prior to printing.

Encourage engagement
While we encourage print advertising to be used for branding, consumers may still take action – if there is action to take. That’s where the call to action comes in – focus on a simple call to action that will drive a customer to complete an action such as visiting a dedicated landing page or calling a phone number.

An important thing to remember when integrating print and digital media for advertising is that the pair should complement one-another.

Have you seen successful integrated marketing campaigns? Comment below to tell us which ones stood out for you.