Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Does Digital-Only Work?

August 2014 By Summer Gould
5
Get the Flash Player to see this rotator.
 

For a few years now, pundits have claimed that print is dead and digital is the new best thing. Let's take a minute to really look at both forms of marketing.

What is digital marketing? It's the promotion of products, services or brands electronically.

This can include email, website, social media and mobile. For the past few years, digital has been the main focus for marketers.

What is print? It's the promotion of products, services or brands on printed material. This can include posters, fliers, catalogs, postcards, newspapers, magazines, etc.

There is a real symbiotic relationship between them that benefits both, and when that relationship is ignored, results can be effected, sometimes negatively.

Here is an example of how digital alone does not work as well for all needs. It's a study done by Robert G. Magee of Virginia Tech. He wanted to test the effectiveness of the print and online versions of the university alumni magazine on open rate and recall. Half of the subscribers received a print version and half received an email link to the online version.

Subscribers recalled the online version 49 percent of the time, vs. 82 percent for print. The open rates were 77 percent for print and only 49 percent for online. People who viewed the print version recalled more articles than the online version.

When asked which method of delivery they preferred, 63 percent of subscribers were for print and 26 percent for online; the remaining 4 percent said "both" or "neither" for this magazine.

A few things to take away from this are that print:

  • Stands out;
  • Is better remembered; and
  • Is better understood.

In some cases, digital alone may be less expensive, but what are you sacrificing when that is your only form of communication? Use print to drive the online engagement; you will benefit from it.

Summer Gould is president of Santee, Calif.-based direct marketing services provider Eye/Comm Inc. Reach her at summer.gould@eyecomm.org.


 
5

SPONSORED CONTENT

MORE ON DIRECT MAIL, PRINT AND POSTAL >>

FROM THE BOOKSTORE

One of the only books for fundraisers on monthly giving! Tips on how to make monthly giving work alongside other fundraising effortsHow to acquire monthly donors through different channels such as email, social media, direct mail, television and radioAnd much, much more! Monthly Giving: The Sleeping Giant

One of the only books for fundraisers on monthly giving! Tips on how to make monthly giving work alongside other fundraising effortsHow to acquire monthly donors through different channels such as email, social media, direct mail, television and radioAnd much, much more!...

ORDER NOW

Anyone who has  read any of Panas’ other books 
knows his  style – a breezy and irresistible mix of storytelling, 
exhortation,  and inspiration.            
 Habits follows  the same engaging mold, offering a panoply of habits
 any board would  be wise to cultivate. Some are specific, with 
measurable  outcomes. Others are more intangible, with Panas seeking to 
impart  an attitude of success.
            Here’s just a sampling:You don’t allow a mission deficit.You never lose sight that your organization is in the business of changing lives or saving lives.You’re willing to leave the comfort zone.You understand that not all gifts are worth accepting. Fundraising Habits of Supremely Successful Boards

Anyone who has read any of Panas’ other books knows his style – a breezy and irresistible mix of storytelling, exhortation, and inspiration. Habits follows the same engaging mold, offering a panoply of habits any board would be wise to cultivate. Some are specific, with measurable outcomes. Others are...

ORDER NOW

 

SPONSORED CONTENT

MORE ON ONLINE MARKETING >>

FROM THE BOOKSTORE

Reading The Ultimate  Insider’s Guide to Winning Foundation Grants is like peeking at someone’s  secret diary or personal email.  You feel  guilty.  This is privileged information.
Only in this case Martin Teitel WANTS to reveal everything  to you. A
 long-time foundation CEO, he’s fed up with the smoke and mirrors of  
grant seeking. Ultimate Insider's Guide to Winning Foundation Grants

Reading The Ultimate Insider’s Guide to Winning Foundation Grants is like peeking at someone’s secret diary or personal email. You feel guilty. This is privileged information. Only in this case Martin Teitel WANTS to reveal everything to you. A long-time foundation CEO, he’s fed up with the smoke and mirrors of...

ORDER NOW

One of the only books for fundraisers on monthly giving! Tips on how to make monthly giving work alongside other fundraising effortsHow to acquire monthly donors through different channels such as email, social media, direct mail, television and radioAnd much, much more! Monthly Giving: The Sleeping Giant

One of the only books for fundraisers on monthly giving! Tips on how to make monthly giving work alongside other fundraising effortsHow to acquire monthly donors through different channels such as email, social media, direct mail, television and radioAnd much, much more!...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: