When is print necessary...and when is digital, online more effective?

[Carolyn Allen]

We are tangible beings...we love to touch, smell, feel. And that's why paper products are valued by our prospects and customers...and even government representatives. How do we set criteria for when to use paper / tangible and when to go digital?

[Carolyn Allen]

Business cards and postcards are examples of high-value, low impact tangible marketing tools that lead people to online content that would take up more paper, more space, and more wasted "overkill". Online allows people to find the specific information they want vs. receiving a dump of all the information as in the past. The digital age can be balanced with the tangible ag.

[Thea Selby]

Hello, Carolyn.

It's been my experience that using both print and digital together is the most effective way to reach your prospect and customer. Things that are BETTER online (IMHO):
--forums (obviously:))
--eNewsletters are better than newsletters. You can take action immediately, and the format really isn't that important.
--digital magazines that are maximized for the internet (i.e., they are legible, and they have all the functionality of the magazine (gorgeous design and invitation) PLUS the videos, the music, the slideshows, the interactivity. On the other hand, when you put your magazine online in pdf form not maximized for the web, the digital form can sometimes even put the reader off.
--digital clips of your magazine to pull in readers with content--that way, they get the "look and feel" of your magazine without getting the whole magazine.

BETTER in Print:
--insert cards (pop ups, the "digital" insert card, are not as effective and are found to be more annoying than insert cards by the reader)
--(still) renewal notices, although eRenewals are getting more and more response
--interesting on the business cards. I find that I don't have a good system of turning the print card into a vCard. I have a hurdle in my brain to typing all the info into my email address book, and yet if I have it in a business card, I often can't find the card. Maybe my organizational skills more than anything else. :)
--Print magazines are still one of the most amazing media ever. I don't need to go into the why, I think we all know it. The thought is that many print magazines will go online only, but not ones that specialize in either step by step instrux, or ones where the design itself cannot be replicated online. Time will tell on both of those...

hope this helps!

Thea

[Frank Locantore]

Thanks for your comments, Thea. I've always felt that as long as there are bathtubs and airplanes, then there will be printed magazines. I liked how your ideas were always about what is most effective and most efficient. I'm glad Carolyn started this conversation.