As a graphic designer who has spent decades working with print media, the current period of quarantine has made me better appreciate the benefits of digital marketing.
But, does that mean that I think print marketing is dead? Absolutely not! There is nothing quite as satisfying to the senses as a well-crafted print marketing piece. And print media is still able to accomplish what digital media does with difficulty, i.e. direct your client/customer to your content-rich website or blog. And, with the continuous advance of technology, print media is offering enriched products to the marketplace, including Augmented Reality (more about that in later article).
On the other hand, the COVID Quarantine has made the benefits of digital marketing apparent. For minimal cost (no small thing considering the massive revenue losses suffered by small businesses during this crisis), businesses are able to maintain vital connections with their retail and professional constituencies through social media sites such as Linkedin, Alignable, Facebook, Instagram, etc., as well as through email marketing. Yes, it takes time; the learning curve can be daunting; and platform parameters are constantly changing. But, if you have time on your hands because your business cannot operate as usual due to social distancing restrictions, the silver lining is that you can enhance your marketing efforts by exploring and deploying social media connections.
Your print marketing materials are rich with vital content for social media sharing. Mine your brochure for bite-size Linkedin posts. Expand a rack card product description for an email/online newsletter article. Incorporate your print media graphics, including your logo and tagline to create consistency between your digital and print marketing pieces.
Remember…as my 100-year-old grandmother would often say, “this too will pass.” And so, by taking the time to explore social media now, when the quarantine is over and business resumes some sense of normalcy, you will have added new and valuable tools to your marketing skill set.