In a networked world, the best way for companies to reach their target groups is via multiple channels. Print, web and social media work together to achieve their full effect – especially when everything comes from a single source.
Your customers' journey begins in many ways
Whether in the office, on the move or on the sofa – customers today move between digital and analog worlds as a matter of course. If you want to reach them, you have to be present wherever they are. Multichannel campaigns are the answer: they combine print products with web content and social media – for maximum impact.
But how does this link work? What role does print still play at all? And what makes a campaign truly cross-media successful? We provide an insight – including practical tips for your next campaign.
Why multichannel is crucial today
There are many different ways in which information is received and purchasing decisions are made. A social media post leads to a visit to the website, a QR code in a print mailing leads to a digital registration form. Only those who link all these contact points together in a well thought-out way will achieve a real impact.
Multichannel marketing takes your message to where your target group is active – and creates a consistent marketing experience across all channels.
Print works - especially in combination
Even in the digital age, print products have a firm place in the communication mix. They appear credible, serious and create trust – as numerous studies have shown. An elegant mailing or a high-quality printed brochure convey value and attention that digital formats alone often fail to achieve. Print really comes into its own in combination with the web and social media: as an introduction, reminder or anchor of trust in a cross-media presence.
How to make it work: three principles for success
- Combining print and social media
A classic print mailing can be supplemented by targeted social media ads. While print attracts attention, the digital channels provide reach and recognition. This creates a dual presence that pays off. - Linking web and print
QR codes have long been standard – and are ideal for linking print with web content, for example with a landing page, a video or a registration form for events. AR (augmented reality) technologies also make print interactive, for example when a 3D product model is created from a printed image using a smartphone scan. - Personalized approach with PURLs
Personalized mailings with individual URLs (PURLs) are particularly effective. Recipients are taken to a landing page tailored to them with specific content or offers. This increases relevance – and the completion rate.
Cross-media in practice: the advantages at a glance
- More visibility
By simultaneously addressing your target group via print, web and social media, you can reach them more frequently and in a more targeted manner. - Building trust
Print conveys seriousness – digitally supplemented, the result is a well-rounded brand experience. - Personalization
Individual mailings and landing pages ensure relevance – and minimize wastage. - Measurability
Digital links make campaign success traceable – and optimizable. - Everything from a single source
With Staffel Medien and Marconivox, you get concept, content, design, printing and digital implementation from a single source.
5 tips for your next multichannel campaign
- Plan channel selection strategically: Where is your target group active? Tailor the channels accordingly.
- Coordinate design and content: A uniform appearance ensures recognition.
- Using technology sensibly: QR codes, AR elements and personalized URLs increase interactivity.
- Measuring success and learning: using data from digital channels for optimization.
- Choose a partner with experience: Multichannel is teamwork – preferably from a single source.
Why Staffel Medien is the right partner
We combine analog strengths with digital expertise. As a print specialist with years of experience, we know how print works. With our content creation unit Marconivox, we also offer the entire digital spectrum – from web design and social media to video and campaign content. The advantage for you? A central point of contact, creative solutions and perfectly coordinated processes – for campaigns that stand out, impress and are remembered.
Curious?
Talk to us about your ideas – we will be happy to show you how to make your next multi-channel campaign a cross-media success.
* Mandatory fields
Information on data protection, revocation, logging and the performance measurement covered by the consent can be found in our privacy policy
Annette Weissbaum
044 289 89 00