We live in a digital age and it is easier than ever for companies to communicate their marketing messages. Post a post on social media and you’ll be instantly exposed to thousands, if not millions, of people around the world.
You can connect with people directly through instant messaging and your reach is only limited by your budget and the time you are willing to spend on your marketing campaigns. However, while the digital world has its benefits, the old way of doing things is sometimes better.
Tangible marketing is an important concept that every business should be aware of, but many overlook it in favor of digital methods. Tangible marketing refers to anything that has a physical presence through touch. In short, anything that is an item that you can take and hold. But why is this so important?
In the digital age, there is a certain nostalgia for tangible objects. Take the resurgence of vinyl records, for example. Although digital streaming options remain popular, people still find comfort in physical items. There are many tangible marketing options, such as print ads, direct mail, business cards, branded items, and just about anything else you can think of that uses physical items to promote your business.
Understanding the benefits of tangible marketing and how to use it in conjunction with your digital efforts is the key to creating a complete marketing campaign. These are some of the main reasons tangible marketing is so important to modern businesses.
Durability and longevity
Celebrities who have been caught up in an old tweet scandal will tell you that digital messages last forever. But in marketing terms, they disappear in an instant. People have a constant stream of content on their feed and as soon as you post something, you’re already fighting for their attention.
Within minutes, hundreds of new posts have appeared on your feed, and your marketing message is lost in the crowd. Even if you get a large share of a post, it only works to spread your brand message for a very short period of time.
Strategies like content marketing It may work for you for a longer period of time, but tangible marketing can offer durability and longevity that you don’t get in the digital space.
Tangible marketing items, like branded products, are designed to last and will last for a long time. If someone has a flash drive with your logo on it, for example, they’ll see your logo every time they use their computer. People have a greater attachment to well-made tangible items, so they will continue to spread your brand message for years to come.
When was the last time you paid attention to an advertisement or a pop-up window? How often do you open and read marketing emails? Most people use ad blocking software and spam filters, so you rarely see a lot of digital ads.
Even if they are there, people tend to naturally filter them and focus on whatever content they are really interested in seeing. All your hard work takes a backseat and you won’t see much of a return on that investment. But tangible items have much better visibility.
Take a business card, for example. If you email someone or present them with an ad that links to your website, they may not even notice it. However, if you hand them a business card, it will be kept in their pocket or placed on their desk.
If you make it stand out using a gold foil business card printing service and create an eye-catching design, people will notice. They are much more likely to go to your website or call you because your brand is much more visible.
Credibility is so important in marketing. If people don’t trust you and your message, they won’t become customers. Digital marketing methods have a big credibility problem because there is a danger of cyberattacks.
People are cautious about opening emails they don’t recognize and if they go to a site that is covered in ads it always looks suspicious. The problem is that associating your business with potentially malicious online activity can erode trust.
There are also credibility issues when it comes to content. Misinformation is a big problem online, so unless people are willing to take the time to verify the information you’ve given them, they are likely to take it with a pinch of salt. But studies show that people generally think that tangible marketing materials have more credibility.
TO Print advertisementFor example, it is generally considered more credible than an online article. Whether that is true or not, there is a perception that stricter data verification, etc. it is necessary before anything is printed. There is also a greater financial investment in a print ad, so people immediately see it as a more successful business.
Engagement is a buzzword associated with digital marketing. The level of engagement you get in your posts is very important and you will see a much better return on your investment when people comment and share your posts.
However, commitment it’s tricky online because a lot is happening. The amount of people who will read half an article or post before moving on is staggering. But we are much less likely to do that when we engage in tangible marketing.
If you’re reading an article in a magazine, you don’t have a constant stream of content from the sidebar or other distracting posts, so engagement levels are higher. This makes tangible marketing especially good for companies trying to deliver detailed informational content.
Tangible marketing is an important concept that many companies overlook. Although digital marketing has many benefits, tangible marketing materials are as effective as ever.
In many ways, general cultural tendencies toward nostalgia mean that people actually prefer to interact with tangible items rather than digital information. Therefore, to create a complete marketing campaign, it is important that you incorporate tangible marketing.