Finding Your Perfect Blend

By: Kim Teti

Having a strategy is one thing, but implementing it is another – especially when there's so many different ways to promote your brand. For the best results, a mix of print and digital advertising is essential.

When it comes to telling your story, grabbing attention and maintaining brand loyalty, print advertising is the most effective. Consider the size, placement, color and audience of your print piece. Is it a spread? Is it positioned near the right content? Is your target audience reading this publication? There are many factors to consider, but when done right, print advertising will increase brand recall, recognition, favorability and awareness.

Digital advertising, meanwhile, allows you to be more direct, immediate and responsive with your consumers. Boost your message through tools like retargeting, trigger marketing and search engine optimization (SEO). Digital advertising spans across mediums, with social media and video playing a key role, too. This is an ever-evolving market, so keeping up with trends and understanding your online audience is important for yielding the best results.

Why stick with just one flavor when you can mix things up? Integrate print and digital into your advertising strategy this year. Supporting one with the other will increase engagement as well as your odds of having a successful campaign.