It seems every time I turn around I’m reading or hearing something about how “everything” is going online or mobile. It appears that if your brand is not online or mobile – in an engaging way – you’re losing out. Well, this may have some truth to it, but that doesn’t mean print solutions aren’t still valid.

Consider this:

• 70% of companies have renewed a relationship with a customer using direct mail
• Consumers receiving a printed catalog are two times more likely to purchase online than those who don’t receive a catalog
• 75% of consumers say they’ve made a purchase as a result of direct mail
• Worried about seeming wasteful? In 2007, 45.2 million tons of paper were recovered from recycling – that’s 57% of all paper and paperboard products

At Go East when we’re working on a project – to be distributed online or  via “old-fashioned” paper – we work hard to balance print and interactive strategies. Campaigns need to be integrated, but not redundant. They need to be impactful and they need to be targeted.

Don’t abandon one for the other or you won’t be able to capitalize on the biggest opportunities!

Posted on Wednesday, February 10th, 2010 by Kirsi Dahl