Print advertising is still omnipresent. Despite extensive digitalisation in almost all areas of life, there are still heavily used print media: Through newspapers or magazines on specific topics - printed media are still a part of our everyday lives. In addition, customers are now also advertising-conscious in the online sector, which means that “AdBlockers” can deactivate all advertisements with just a few clicks. Customers are annoyed by recurring online ads. At the same time, there is the danger with online advertising from the point of view of the advertisers that the target group is addressed too specifically and thus no large dispersion occurs (e.g. by using Google AdWords). It shows that marketing alone does not seem to be not the ultimate plus ultra.
The advantages of print and offline media are as varied as they are simple: Since no Internet, electricity or similar is required, there is little potential for disruption. In addition, print media can convince by haptics and are therefore durable, can be stored and carried. This makes offline media appear more credible and is perceived several times. Above all, many online ads lack credibility, which in turn benefits the authenticity of the offline medium. Offline media are also accessible to older audiences, must be viewed more consciously and cannot simply be clicked away or skipped.
Both online and offline marketing stands and falls with the definition of the concept, the target audience and the added value. Once these criteria are in place, however, print media in particular can stand out in terms of high quality, especially if they are distributed in conjunction with promotional gifts or as packaging.
Nevertheless, advertising through offline media is usually more cost-intensive than online media. Once printed / published the products are also no longer changeable, making it difficult to adapt the marketing strategy, transform target groups and measure the success or failure of the products. Pure print advertising is at a disadvantage to current online marketing, especially in terms of flexibility and innovation.
Therefore, combine the advantages of offline and online marketing with a cross-media marketing strategy: Even with a smaller advertising budget, very good results can be achieved with this combination.
Learn more about the advantages of digitized advertising in our article Digitizing an advertising campaign.
Printed electronics with NFC
Printed electronics means that an electronic reference to your advertising product or landing page exists on your print media. The aim here is not to complicate the printing process, but only to add a further aspect. The customer is offered the possibility to be forwarded to your online presence by a direct access (link) on your print media.
The method used so far is usually QR Codes. However, QR codes are always identical in the print loop and therefore rather inflexible. They also specify a display type and take up space. Especially if every centimeter has to be used intelligently, e.g. on a card or packaging, QR Codes can be annoying and wasteful. NFC tags are a faster solution, which also takes up no space graphically. An NFC tag is invisible and is always provided with a unique ID due to production conditions. This provides more consumer insight, which can help to better target marketing budgets.
Qualitative customer and response information is particularly important in the cross-media area. Therefore, we make it especially easy for you to advertise with NFC tags integrated offline media. The only thing you have to do is to present us your landing page, which we then link to the NFC tags. We will provide you with the subsequent insights and statistics independently, without any further time and costs for you.
In our article NFC Advertising without programming we further explain why no programming skills are required.
Please contact us to discuss all further questions!