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News Alert: Multi-Channel is a Must If You Want to Capture a Market

by David Lipson Posted On June 20th, 2017 | 10:00am EST

The other morning, my phone buzzed with alerts of startling news: Amazon is buying Whole Foods for nearly $14 billion. Say what?! What’s e-commerce giant Amazon, the destroyer of all things brick and mortar, doing buying a chain of grocery stores?

Many business analysts and news pundits will have their say, but this solidifies my view on how to market yourself. It’s all about multi-channel.

Yes, digital is the dominant player, but nothing beats a solid sensory experience – in my case, that’s holding and smelling the ink.

So yes, I’m using this startling business development as a hook to urge you to consider adding print to your marketing mix. The visceral connection a consumer has while holding a magazine is akin to handling a ripe cantaloupe in the produce aisle. Print has a way of engaging people through sight and touch; it requires a certain amount of work. Digital certainly offers all sorts of algorithmic benefits, but it is ephemeral.

Okay, digital marketing is and will continue to be the most dominant form of marketing. According to a study by the Content Marketing Institute, only one third of B2B and B2C marketers use print to distribute content. But here’s the kicker: of those who do utilize it, they consider print to be one of their most important channels, in the same league as email, LinkedIn and Facebook.

It was a bold move for Amazon to spend $14 billion for a grocery chain. Adding print to your mix would be equally as bold, but would separate you from the pack and enable you to build a lasting relationship with your customers.

See how City/Studio has created a robust marketing platform for Fine Wine & Good Spirits in partnership with the Pennsylvania Liquor & Control Board with three branded print publications: Taste, Explore and Premium Collection.