How to Bridge the Gap between Print and Digital Advertising


The year is 2013 and the modern medium for all kinds of communication and advertising has shifted from the physical to digital.  As a result it’s easy for business owners to assume that printed materials like personalized banners and custom posters have lost all their value, but that’s not necessarily the case. Printed advertising still impacts customers and does so in a way that digital advertising cannot.  Because printed advertising is tangible it makes a physical difference in the lives of those who see and encounter it. For business owners the ultimate advertising strategy is to bridge the print and digital divide, and here’s how.

Define an Advertising Goal

Before you can create an effective advertisement you need to have a clear advertising goal. In other words, what do you want people to do once they see your ad? if you’re interested in making more sales then sales are your goal. If you’re interested in having more people join your mailing list then getting people to sign up for the list is your goal. It doesn’t matter what your goal is, but you have to have one before you can do anything else!

Pave the Way

Once you have a goal set you can better direct customers so they can reach the goal. A good approach is clear instruction and incentives. Make it easy to reach the goal and provide a clear reward for doing so. Simply saying “Buy This” or “Sign up for this List” won’t work. People already own enough things and more than likely don’t want or need another email cluttering up their inbox. If you can give a good answer to the question “what’s in it for me?” chances are good you’ll get a great response from your advertising campaign.

Eye Catching Advertisements

Whether you’re designing digital or in print ads they must be eye catching. Utilize bright colours, bold fonts and simple, but interesting logos to get the bang for your buck. If you’re going to be using a lot of colours make sure they’re consistent across the board. You want your customers to relate each of your ads to the other every time they see it. This way you can make various ads that still positively impact the campaign.

Put the Above Advice into Action 



Part of directing customers and making it easy for them to reach your goal is by utilizing what they already have with them.

Bar Code Sign Today smart phones are everywhere and they’re all able to read QR codes. If you don’t know what a QR code is, it’s best explained like this. QR codes are a square, graphical barcode people can scan with their cell phone. Once scanned the phone is directed to do something (like visit a website). Using QR codes is a great way to make it easy for customers to view your ad and reach the goal. For added incentive attach discounts or bonuses to the QR codes.


Although digital is quickly taking over, print is here to stay. For the time being print advertising is still an important part of any advertising campaign. Without it you’ll miss a large segment of the market and miss out on the extra business. However, it’s important to use things (like QR codes) to bridge the gap from the physical, to the digital.

Guest Post Author Annie Harrington

Annie Harrington is a small business owner, writer, and amateur photographer. In her free time she enjoys writing about ways other business owners can positively impact their brand image and increase sales.

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