Pity the Foolish Marketer Who Commits to Just One Lover

Torn Between Two Lovers Album CoverWhile eating breakfast this morning, I was browsing through my online news reader on my computer when I came across the following headline: “Among Affluent Americans, Print Media Is Tops; Death of Traditional Outlets Has Been Greatly Exaggerated

Print is number one!? That’s enough to make an online marketer choke on his Cocoa Puffs. Then, out of nowhere, the song started playing in my head, the old ’70s hit: “Torn between two lovers. Feelin’ like a fool. Lovin’ both of you is breakin’ all the rules.”

“I love online marketing,” I thought. “I can’t love print media, too!!!”

Or can I?

My wife will be pleased to know that I prefer monogamy when it comes to my love life. But when it comes to marketing, I have to spread the love.

So does that mean I use print advertising for affluent Americans and online media for others? No. It means I use print and online together for all audiences.

Affluent Americans may prefer print media, but they also have email accounts, browse the web, and use social media. So I might advertise in a print publication they read, but use that print advertisement to build my online subscriber or friends lists.

In previous posts, we’ve stressed the importance of marketing to the maybes. Your print advertising should do more than merely promote your brand. It should entice people to join your email list or follow you on Twitter or friend you on Facebook. That affluent American who reads your print advertisement will be a better prospect if you can also connect with her through online media.

So live it up, marketers. Have lots a lovers. You’d be foolish if you committed to only one.

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