The paper crisis: Complement your campaigns with digital brochures
Posted: Sat Dec 28, 2024 9:23 am
It may seem that the economic consequences of the COVID-19 pandemic are drawing to a close, but the truth is that there are still certain macroeconomic events that are seriously affecting many sectors. One of the most talked about in recent days is the shortage of raw materials such as metal, plastic or paper , due to the sudden reactivation of economic activity after months of quarantine and the consequent growth in demand.
Paper is one of the raw materials whose shortage is causing the most problems due to the number of sectors it affects, as it is an essential component for many businesses. But the rise in the japan telephone number data price of paper (which in some production plants has exceeded 30% over the last six months) is being particularly damaging for the advertising and marketing sector , which depends heavily on this component used in brochures and street advertising banners.
In this sense, the first idea that comes to mind for many is to stop producing printed advertising and put all the content into a digital format. But that path, perhaps, is not the best. We must take into account a certain sector of the population that is not so accustomed to new technologies and prefers the traditional advertising format. In other words, the most recommended thing is to develop promotions and relational marketing campaigns that take the customer into account and adapt to their way of buying .
For this specific situation, the most appropriate solution is to opt for omnichannel . That is, to combine both physical and digital media to reach a hybrid audience from different platforms and at different times. By achieving a good hybrid marketing campaign , the brand must be able to reach each type of audience at the optimal time, eliminating the border between offline and online.
Paper is one of the raw materials whose shortage is causing the most problems due to the number of sectors it affects, as it is an essential component for many businesses. But the rise in the japan telephone number data price of paper (which in some production plants has exceeded 30% over the last six months) is being particularly damaging for the advertising and marketing sector , which depends heavily on this component used in brochures and street advertising banners.
In this sense, the first idea that comes to mind for many is to stop producing printed advertising and put all the content into a digital format. But that path, perhaps, is not the best. We must take into account a certain sector of the population that is not so accustomed to new technologies and prefers the traditional advertising format. In other words, the most recommended thing is to develop promotions and relational marketing campaigns that take the customer into account and adapt to their way of buying .
For this specific situation, the most appropriate solution is to opt for omnichannel . That is, to combine both physical and digital media to reach a hybrid audience from different platforms and at different times. By achieving a good hybrid marketing campaign , the brand must be able to reach each type of audience at the optimal time, eliminating the border between offline and online.