Insert Media: Start the Presses
Creating a link between print and digital marketing has become easier with the emergence of QR Codes, geographically personalized URLs (geoPURLs) and robust Web portals that transform print content into interactive online experiences. Consider newspaper inserts—enhancing this traditional space advertising platform by leveraging a QR Code or geoPURL is a cost-effective approach to facilitate a two-way dialogue through traditional print channels and can transition print material into customizable online content.
Old Is New
We've all heard the saying, "out with the old, in with the new." In the wake of the financial crisis, marketers are rethinking that old adage and changing their attitudes toward excess and unnecessary spending. Brands must maximize their investments in advertising and marketing while reaching a broader consumer base that is bombarded with messages on a number of fronts. Marketers must take an "in with the old, in with the new" approach—embracing both traditional and emerging marketing channels.
Many brands indicate they plan to reduce newspaper advertising in the coming years. But the Vertis CustomerFocus Retail 2010 report found that newspaper inserts continue to be one of the most influential channels impacting consumer buying decisions. While many marketers assume the younger generations are relying less on inserts and more on the Internet, surprisingly we've found that 47 percent of Generation Y and 61 percent of Generation X rely on newspaper inserts for shopping research.
Newspaper inserts remain a critical component of many multichannel campaigns, used most effectively when paired with digital elements that enable brands to capture consumers via their communication vehicles of choice.
Incorporating QR Codes in newspaper inserts enables quick access to Web content with a snap of a smartphone camera. Marketers using QR Codes can direct consumers who typically rely on newspaper inserts to online coupons, Web offers, surveys or social networking sites. Capturing consumers with compelling print content that drives them online supplies shoppers with more detailed product information, which leads to better buying decisions and a more robust consumer base.