Is Print Marketing Dead?
There has been a buzz in the marketing industry about the life-span of the traditional print campaign. It’s no secret the speedy emergence of social media marketing has put a substantial dent in the print industry. Many businesses have migrated their marketing budget toward the digital space because of the fact it can reach a limitless audience and has the capacity to go viral.
It’s a surprise to most marketers that print maintains its stance as a powerful component of an overall marketing plan.
Print campaigns are tangible. Print is forever while digital campaigns are gone in the blink of an eye. Magazines and newspapers stick around for months, even years. Because print campaigns are becoming a rare form of marketing, they lend credibility to your business. With an abundance of popup's and banners ads, coupled with the threat of clicking on spam or a virus that prevent people from clicking, a print campaign does not inspire fear to the consumer.
Branding with a print campaign is an excellent way to solidify your brand identity because they are around forever. You can identify brands from your childhood just based on their logo colors, which is the power of branding through print marketing. You are able to better reach your target audience with print marketing by placing ads in publications that you know your target audience is reading. It’s more difficult to reach your intended audience online.
Forbes says, “Consumers are more engaged when reading printed material, unlike websites, which are often skimmed in as little as a 15 second visit. A study shows that people read digital screen text 20% – 30% slower than printed paper. (Alshaali & Varshney, 2005)”
With more businesses relying solely on the internet for marketing there are less print ads circulating making it easier to compete for space with lower ad costs and more exclusivity in the market.
For a well rounded marketing campaign we recommend using several form of marketing both print, if it’s in your budget, and digital marketing.
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Microsoft: Building a secure foundation to drive NASCAR
Microsoft is a key partner of The National Association for Stock Car Auto Racing (NASCAR) and together they are driving ahead to create an inclusive and immersive new fan experience (FX).
These long-term partners have not only navigated the challenges posed by the COVID-19 pandemic with the use of Microsoft Teams and Microsoft 365, but are now looking to a future packed with virtual events to enhance the FX, well beyond NASCAR’S famous Daytona racetrack.
“Together, we've created a secure environment that's allowed for collaboration, but the future is all about the fans”, said Melinda Cook, General Manager for Microsoft South USA Commercial Business, who cited a culture of transparency, passion, adaptiveness, and a growth mindset as to why this alignment is so successful.”
“We've partnered to create a fluid, immersive experience for the users that is supported by a secure foundation with Microsoft in the background. We are focused on empowering and enabling customers and businesses, like NASCAR, to reach their full potential. We do this with our cloud platform which provides data insights and security.”
“Our cloud environment allows NASCAR to move forward with their digital transformation journey while we are in the background,” said Cook who highlights that Microsoft is helping NASCAR
- Empower employees productivity and collaboration
- Improve fan engagement and experience
- Improve environment security and IT productivity
- Improve racing operations
Microsoft Teams, which is part of the Microsoft 365 suite, enabled employees to work remotely, while staying productive, during the pandemic. “This allowed people to provide the same level of productivity with the use of video conference and instant messaging to collaborate on documents. Increased automation also allows the pit crews, IT, and the business to focus on safety, racing operations, and on the fan experience,” said Cook.
“We have started to innovate to create a more inclusive fanbase, this includes using Xbox to give people the experience of being a virtual racer or even leveraging some of the tools in Microsoft Teams to have a virtual ride along experience.”
“These environments are how we create a more inclusive and immersive experience for the fans. We're working on a virtual fan wall which allows people from new locations to participate in these events,” said Cook, who pointed out Microsoft was also helping bring legacy experiences alive from NASCAR’s archives.
“At Microsoft we can take it one level further by letting fans know what it's like to see the pit crew experience, the data and all the behind-the-scenes action. We will continue to improve automation with machine learning and artificial intelligence, from marketing to IT operations to finance to racing operations,” said Cook.
Christine Stoffel-Moffett, Vice President of Enterprise Technology at NASCAR, said: “Microsoft is one of our key partners. They have been instrumental in helping the NASCAR enterprise technology team re-architect our Microsoft systems to ensure an advanced level of security across our environment, contribute to our business outcomes, and focus on fan experience.”