You’ll find no greater supporter of online content marketing than me, but marketers and agencies are talking up print for 2011. Yes, in the era or iPads and Apps, there is still a role for print.
Jeff Jarvis recently wrote about how media companies need to ignore print.
The physical costs of production and distribution are killing. The marketing cost of subscriber acquisition and churn are hellish.
He’s right. And if you are a media company that relies on most of your revenue for print, you need to post Jeff’s article on your forehead.
But if you are a corporate marketer, there is an opportunity here. Here’s why:
1. Getting Attention: Have you noticed how many less magazines and print newsletters you are getting in the mail these days? I don’t know about you, but I definitely pay more attention to my print mail. There’s just less mail, so more attention is paid to each piece. Opportunity? Less traditional publishers are printing magazines today, which leaves opportunities for content marketers.
2. The Focus on Customer Retention: In a soon-to-be-released research study conducted by Junta42 and MarketingProfs, customer retention was the most important goal for marketers when it came to content marketing outside of basic brand awareness. Historically, the reason why custom print magazines and newsletters were developed by brands was for customer retention purposes. We have a winner!
See full post at: Junta42 Content Marketing blog: 7 Reasons Print Will Make a Comeback in 2011.
