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Why There Is a Growing Demand for Lumpy Marketing to Complement the Digital

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There is little doubt that since the turn of the century, there has been a significant revolution in how we work. Driven by the internet, this global shift has seen traditional industries such as newspapers and advertising take massive strides to completely overhaul how they do business and their impact on our lives.

Pre-2000, the established concept of launching a product or service would have been through advertising on TV and in the press, with a clever PR stunt that might also make the newspaper pages. Today, that has completely changed. Social media and the explosion of online websites and news agencies often offer an overwhelming amount of opportunity.

Is Print Media Dead?

So, does this mean that print and traditional media are completely dead? The answer is definitely the opposite. While less progressive-thinking publishing houses have bitten the dust, many still have taken hold of these opportunities and staked their continuing claim by embracing the changes in line with the massive brand appeal of their own names to ensure not just continuity but growth. 

Equally, as the world has gone more digital, this has fed into a growing hunger for more tangible market products. Evolved techniques such as UV printing on acrylic and 3D printing have driven a demand for more tangible marketing assets that leave a tactile, physical impression that lingers for longer, rather than a digital impression that can risk getting immediately lost in the online cacophony.

The Long Lasting Benefits of Lumpy Mail

A ‘lumpy’ mail will sit on a desk or coffee table for much longer than an email. It promises a curiosity factor that could hang around for weeks, if not months. From the paper’s texture to the print’s finish, a physical object (whether a brochure or an ‘objet d’art’) engages multiple senses that can leave a lasting impression on the recipient. 

The key to a successful campaign is to combine the digital with the tangible. Digital marketing exploded due to the ability to target a much wider audience for much less cost. There are no print or delivery costs. The key is to encourage an immediate engagement with a call to action.

More traditional marketing can be a slower burn, and because of the higher production costs, you need to be much more focused and targeted in terms of who your recipients are.

Combining the Digital With the Tangible

By combining the digital with the ‘lumpy’, you can use digital to carry out a pre-launch, teasing your potential audience with something exciting coming up, inviting them to sign up to the waiting list, and asking if they believe themselves to be ‘eligible’. The more excitement, curiosity, and scarcity you build into the pre-launch, the more chance there is of the tangible marketing campaign bearing fruit. 

Overriding Environmental Concerns

When the drive for a paperless office started making itself felt in the noughties, the paper printing industry responded by doubling its efforts towards greater sustainability. Most importantly, it must be highlighted that the paper industry is responsible for replanting vast swathes of forests across Europe, contributing toward replenishing trees. 60% of paper used is also collected and put through recycling processes, so waste is minimizing all the time. Without the paper and printing industry, there would be a massive deficit in terms of reforestation.

Any innovation that shakes up an industry should be welcomed for its advantages. The challenge for existing industries is to understand the shifts in expectations and demand and adapt accordingly. Those who don’t adapt will suffer.