Want to Shine? Just Combine!
By using a combination of both print and digital media (email, social media, mobile sites), you're likely to increase the effectiveness of your campaigns by 200%. We see this anecdotally, but it's been confirmed by independent research, too.
A recent study found a "multiplier effect" which showed marketing effectiveness doubled when combining print, events, and some form of digital media. College Admissions departments have had great success with this tactic.
The research, conducted by Outsell Inc., found that this holds true whether
the campaign is going to businesses or consumers. It also works for companies of all sizes. Among small business-to business marketers, for example, the percentage which rated their marketing strategy as "extremely" or "somewhat" effective was doubled when the campaign utilized cross media rather than single channel.