As media consumption has shifted, so have marketers’ budgets.  In the bid to engage more customers and develop relationships with them, there has been an increasing thirst to uncover new technological ways to communicate with customers.  From email marketing that customers are genuinely interested in to cheeky social media tactics that create a loud buzz, marketers have been getting smarter and more creative with technology.  

 

So, with digital now being the clear talk of the marketer’s town, it may seem like the fate of print is sealed.  But, as much as we like 'all things shiny' as much as the next early adopter, we believe that there is a still a very clear role for the print medium (and a need for graphic designers) in a company’s marketing communications’ arsenal.  

 

Certainly, online communications have strong appeal – not least because they’re measurable and can be more cost effective than traditional media.  Nevertheless, in the pursuit of increasing market share and brand awareness, offline channels can still offer distinct advantages to marketers.  For instance, if we look at the world of retail, point-of-sale and packaging design play an important role in making products stand out and motivating consumers to buy.  For other companies, product brochures help customers to gain much-needed information to make an informed decision.  Yes, websites are a requisite, but, they cannot be accessed by everyone, every where, all the time.  Traditional and digital channels should be used at different times, for different audiences, to meet different objectives.  Get the mix right for the right results.

 

 

Irrespective of the adopted channels, please remember that a hotchpotch approach wins no-one.  At worst, having inconsistent creative across channels and confusing messaging can seriously undermine your brand’s credibility.  Conversely, an integrated approach has real, strong benefits.  Integration between on- and offline communications helps build up trust, supports the effective communication of messages and develops valuable brand equity.  And, who wouldn’t want that?

 

To talk to an agency that offers an integrated approach to branding, print and web design, talk to greensplash.  Our team has extensive experience in helping brands – big and small – to get effective both online and offline.