Teaming Up Print and Digital Media Together to Drive Your Marketing Message


Sometimes when you have to make a choice, you can end up making the wrong one. When it comes to choosing between print and digital media you don’t have to decide between the two, as they both have a role to play in your marketing message.


Digital media was supposed to supersede print but those predictions were first made nearly 20 years ago now and yet it is fair to say, that print matters just as much today to integrated marketers as it ever has.


Technology has definitely come a long way in just a couple of decades but the same can be said for print technology as well and print marketing has successfully continued to grow and evolve in line with any technological developments that have come our way.




You can construct what appears to be a convincing argument towards the advantages of digital over printed options.


A fine example would be the choice of buying a newspaper to read yesterday’s news or simply checking online and getting the latest headlines in an instant. This example and others like it, have created a line of thinking with some people that the demise of print is not a matter of if, but when it finally dies out.


Anyone who takes this view is actually missing an important number of pointers that actually suggest that print and digital can definitely co-exist and both mediums are more than capable of complementing the functionality and strengths of each other without needing to jostle for market position.


Re-defining print


Print is just one example of where a new invention has arrived that seemed to herald the death of an existing technology.


There have certainly been cases where the new technology has beaten off its older rival but there are also plenty of examples where the introduction of a new product or way of working has prompted a re-definition of what people want going forward, and a way has been found to co-exist and thrive for both the old and the new technologies.


This is the scenario that exists for printed media. It has found a way to work alongside and compliment the digital options and offers a marketing tool that is uniquely distinct and therefore highly relevant, even in a digital age.


The impact of print


To understand the impact that printed media can still have on your audience, you only have to look at the way we are able to read books these days.


You can acquire an e-reader fairly cheaply these days, but swiping your finger across a screen is not quite the same sensory experience for many as the enjoyment derived from holding a physical book and the smell of newly-bound pages.


The impact of print should not be underestimated and physical book sales are a great example of how we don’t always want to lose that personal touch. Getting a personalised letter rather than an email can have a similar impact and helps you to stand out from the crowd.


Hand in hand


Direct mail has always been able to share a synergetic relationship with online marketing and the two go hand in hand as part of your co-ordinated marketing efforts.


Research suggests that a large percentage of small businesses consider that their ideal marketing mix consists of a combination of print and digital communications. Social media advertising campaigns are also regularly run in unison with print media as well, in order to get the best possible response rates from their marketing efforts.


Making the customer feel special


Just as people still like the feel of a book in their hands despite the invention of e-readers, customers want to feel special, which is achievable with personalised print.


Variable printing technology allows you change individual elements on each individual letter, and this can have a big impact on the recipient.


As well as personalising the letter with the recipient’s name, you are also able to create unique coupons with individual serial numbers on them. This flexibility has the dual effect of creating a good impression with the customer, who often appreciates the extra effort you have gone to, and it also allows you to track the success of the campaign by noting which coupons are redeemed.


To get the most out of your marketing efforts, you really do need to consider print and digital media as a team, that will work together and help drive sales using their unique individual attributes.

Share small business news, blogs and social media tips with Project Eve’s community of small business owners and entrepreneurs today. Our contributors come from a wide range of backgrounds; so whether you are a small business owner, social media strategist, financial adviser, serial entrepreneur, or write an amateur blog we urge you to contribute a blog to our 500,000+ community today. For more information, please refer to our Content Submissions Guidelines.

Add a Blog


  1. I just wanted to compose a note to thank you for the pleasant ways you are giving out at this website. My long internet look up has at the end of the day been rewarded with good quality content to talk about with my company. I would declare that we readers are truly fortunate to exist in a remarkable website with very many outstanding individuals with interesting secrets. I feel really grateful to have seen the weblog and look forward to many more entertaining minutes reading here. Thanks once more for a lot of things.

  2. Magnificent beat ! I wish to apprentice while you amend your web site, how can i subscribe for a blog web site? The account helped me a acceptable deal. I had been a little bit acquainted of this your broadcast offered bright clear idea

  3. Great beat ! I wish to apprentice whilst you amend your site, how can i subscribe for a weblog site? The account aided me a appropriate deal. I were a little bit acquainted of this your broadcast offered brilliant transparent concept

  4. My brother recommended I may like this web site. He used to be entirely right. This submit actually made my day. You cann’t consider simply how so much time I had spent for this information! Thanks!

  5. It is really a nice and helpful piece of info. I’m glad that you shared this helpful info with us. Please keep us up to date like this. Thank you for sharing.

  6. After study a couple of of the weblog posts on your website now, and I truly like your way of blogging. I bookmarked it to my bookmark website list and will likely be checking back soon. Pls try my web site as properly and let me know what you think.

  7. My husband and i have been absolutely delighted when Albert managed to do his research through the precious recommendations he had from your own web site. It’s not at all simplistic to just continually be giving for free thoughts that people have been making money from. And we all fully grasp we need you to thank for this. All of the explanations you made, the straightforward blog menu, the relationships you assist to engender – it is many superb, and it’s really assisting our son in addition to the family feel that this idea is awesome, which is certainly wonderfully fundamental. Thanks for all!

  8. I have to convey my gratitude for your kind-heartedness giving support to folks who absolutely need guidance on this important topic. Your personal dedication to getting the message throughout was incredibly productive and has all the time permitted associates just like me to get to their targets. Your entire insightful guidelines signifies this much to me and substantially more to my mates. Thanks a ton; from everyone of us.

  9. My partner and I stumbled over here different web address and thought I might as well check things out. I like what I see so now i am following you. Look forward to looking over your web page for a second time.

  10. you’re really a good webmaster. The website loading speed is incredible. It seems that you are doing any unique trick. Moreover, The contents are masterpiece. you have done a great job on this topic!

  11. It is appropriate time to make a few plans for the future and it’s time to be happy. I’ve learn this put up and if I may I wish to counsel you some attention-grabbing things or advice. Maybe you can write next articles referring to this article. I wish to learn even more things about it!

  12. I like what you guys are up too. Such smart work and reporting! Carry on the excellent works guys I have incorporated you guys to my blogroll. I think it’ll improve the value of my web site :)

  13. Hey, you used to write fantastic, but the last few posts have been kinda boring… I miss your super writings. Past few posts are just a little bit out of track! come on!

  14. 427504 937383When I originally commented I clicked the -Notify me when new surveys are added- checkbox and from now on whenever a comment is added I purchase four emails sticking with exactly the same comment. Maybe there is by any means you could get rid of me from that service? Thanks! 464740

  15. Hi, i think that i saw you visited my website so i came to “return the favor”.I’m attempting to find things to enhance my site!I suppose its ok to use a few of your ideas!!

  16. Thanks for another informative web site. Where else could I get that kind of info written in such a perfect way? I have a project that I’m just now working on, and I have been on the look out for such information.

  17. I truly wanted to make a comment in order to say thanks to you for the stunning pointers you are posting on this website. My considerable internet research has now been recognized with professional content to share with my best friends. I would assume that most of us visitors are rather endowed to dwell in a fabulous network with very many outstanding professionals with very beneficial principles. I feel truly privileged to have seen your webpages and look forward to many more cool minutes reading here. Thanks a lot again for all the details.

  18. I just like the valuable info you supply to your articles. I will bookmark your weblog and test again right here frequently. I am quite certain I will learn a lot of new stuff right right here! Best of luck for the following!

  19. I’m impressed, I have to admit. Genuinely rarely should i encounter a weblog that’s both educative and entertaining, and let me tell you, you may have hit the nail about the head. Your idea is outstanding; the problem is an element that insufficient persons are speaking intelligently about. I am delighted we came across this during my look for something with this.


Please enter your comment!
Please enter your name here