Despite what you may have heard from digital advertisers, print advertising is not dead. Just look around and you’ll see that traditional forms of advertising have not disappeared. Print advertising can be a valuable part of a wider marketing campaign that also includes digital advertising. How to measure ROI on print advertising is very possible combined with a digital campaign.
Finding out how to measure ROI on print advertising is a tricky task for marketers. With all of the data points that available through online tools that help marketers understand user behavior — bounce rate, pages visited, conversions, the list goes on — digital marketing is fantastic at keeping marketers in control of their spending and giving them the ability to see what is working.
It’s not all lost, however. Here are some tips for measuring print advertising effectiveness, which might make print more appealing to you again.
Create Custom Contact Information
Use a unique URL and/or phone number in your print advertising. When you start receiving calls or traffic to that URL, you’ll know that it was a result of your print advertising.
It is not expensive to purchase vanity URLs and numbers for this purpose and they are easy to track, making print advertising ROI easier to calculate.
Use Discount and Coupon Codes
Not only is offering a discount a great way to turn curiosity into leads or customers, but you can use them to track how many people saw the ad and acted on it. Anyone using that specific code will have seen the print advert.
Measure Web Traffic
Use a digital method to measure the effectiveness of print ads? Well, yes. You know the average amount of traffic your website receives. If you run your print ad in isolation – i.e. without an accompanying digital campaign or other drive – you’ll see an increase in web traffic. From this data, you can make a fair estimation of measuring print advertising effectiveness.
There have been so many advances in technology – and there is so much technology – that people often forget the simple, direct, straightforward approach. In this case, that means asking your customers how they heard about you. You can do it over the phone or via an online contact form or poll.
Asking how people found your business is a great way to gather information about the effectiveness of your marketing as a whole. It can also be used as a way to engage with the lead or customer. Win-win.
It’s not all lost. You can measure print advertising effectiveness. And you can use multiple methods to get an even better picture. A digital marketing agency that has experience both in print and successful digital campaigns can help you analyze and measure the success of your campaign.
As a business owner, stay creative. Don’t turn your back on traditional advertising nor shun the latest advances. Get started to learn what blend of marketing methods make sense for your business and your target audience.