Email and other interactive channels have certainly proved their worth when it comes to targeting corporate clients and achieving impressive response rates. Make no mistake – email marketing is an effective and formidable channel.
The problem is, however, that everyone is now in on the secret and email marketing has undergone slight overkill over the past few years, with marketers putting all their eggs into one electronic basket, so to speak.
Writing in Marketing Profs, Gordon Plutsky, director of marketing and research at King Fish Media, highlights recent research from IDG Connect which found clients to be receiving some 14 to 15 emails a day from companies and marketers.
This is simply too much. Mr Plutsky recommends abandoning this one-track mindset and offering alternatives such as corporate brochures, which give clients the opportunity to browse through content at their own pace.
“A print piece is great for finding things you never knew existed, while on the web you are generally searching for something you already have in mind,” he comments.
“A print catalogue… can raise awareness and help get people to go to your Facebook page or to follow you on Twitter, or you can alert them to retail deals you’re offering on Foursquare.”
Mr Plutsky also points out that print is an excellent channel for complementing other platforms and can be integrated with online tactics such as digital publications, apps, social media and of course, e-commerce websites.
Print’s virtues do not end there. The offline platform allows you to accurately target your B2B mailing lists and email lists for both acquisition purposes and for re-igniting the interest of lapsed customers in danger of walking out the door to never return.
Moreover, it provides tangible, measurable return on investment, so you can track just how well your B2B marketing campaign is doing.