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Digital Marketing
Maximize Print and Digital Budget
by canopyadvert

Maximize Print and Digital Budgets
When executed correctly, combining a digital advertising and print strategy can be ROI positive. Here are 4 steps to do that:
- Create print and digital cross-pollination by aligning your print and digital messaging so they are complementary
- Develop and A/B test CTAs to drive more traffic from print to digital
- This approach encourages consumers to visit social media and websites
- Use promotional codes to facilitate data collection because you can retarget the lead based on tracking code
- Leverage Social Media by including channel info on print collateral
- Include QR codes and Personalized URLs on print collateral so they function as a bridge to your digital advertising efforts. The QR code can also be used to track consumers and gather 1st party data.
Digital Advertising is Measurable
Start with a specific digital strategy, campaign KPIs and a reporting schedule:
- Digital can be cost-effective and deliver immediate, trackable results
- Generate a more precise audience/target without having to pay for a list of addresses
- Think of Addressable Geofencing as the digital version of direct mail – the caveat is that digital serve all the devices in a home rather than print
- Digital generates a treasure trove of consumer behavior info. Deploying Google Analytics gives us an inside view to age range, location, and what pages of your website are receiving the most traffic – this information allows us to strategize better and optimize each campaign
Print Marketing is Undergoing Major Challenges
Print remains a relevant marketing tool, but it’s most effective when combined with a tailored digital advertising strategy:
- The main question you should ask your publisher is, “What’s your circulation and ROI?” (every print publisher can send you a full breakdown before you commit to working with them)
- Circulation continues to decrease, causing print publishers to increase prices
- Print facilitates brand awareness instead of conversions. This is where print’s inherent limitations become a challenge to effective conversion
- Print can be expensive, and placement is not always guaranteed
- In conclusion, the main question is, what are the goals and expectations of each client? If ticket sales are the main goal, there are many ways to achieve that result using digital marketing. Going fully digital is a fear of many clients have to confront because change is scary. If you are implementing a print campaign, consider integrating it with digital to maximize spend and optimize conversions
Learn about High Potential Visitor tracking and the
Canopy advantage for your next Programmatic Display or
Geofencing campaigns.
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Learn about High Potential Visitor tracking and the
Canopy advantage for your next Programmatic Display or
Geofencing campaigns.
Canopy advantage for your next Programmatic Display or
Geofencing campaigns.