The experienced marketer knows that the first phase in any communications plan is to identify their target and then determine the best way to reach them. As we all know the tools available to marketers have grown exponentially with the growth of digital media. Integrating all these tools and reaching people where and when they want to be reached is crucial to marketing success.

Don’t get me wrong even in the digital age print is an essential piece in the marketing mix. Consider the following:

• 76% of small businesses state that their ideal marketing mix is a combination of print and digital communications
• 40% of consumers say that they have tried a new business after receiving direct mail
• 73% of consumers prefer mail for receiving new product announcements.

What social marketing allows us to do in a truly unique way is build relationships with our customer’s one small interaction at a time. These connections must be purposeful, relevant and continuous. Over time, trust in a company or brand forms. And after all, aren’t people more likely to buy from companies or people that they have a relationship? Social media also enables companies to engage employees and share our corporate culture. Posting pictures of company meeting, luncheons and people just doing their job involves employees and communicate a sense of teamwork. It also humanizes a brand and gives it a face.

So, we are social. Are you? If so, like on Facebook at www.facebook.com/perfectprinting1 or follow us on Twitter @p_printing.
To read more statistics about print effectiveness in the modern media mix go to www.value.printing.org