Multi-channel, omni-channel, whatever you call the current approach to marketing, the basic idea is the same. You need to reach homebuyers and sellers wherever and whenever they’re looking, and listing prospects want to know that’s what you’re doing.
“From websites and email, to social media and print, every channel presents an opportunity to market,” explains Adweek’s SocialTimes blog.
That’s a lot of channels to cover, and each has its pros and cons. Digital is great for immediacy and reach, while printed ads and content seem to be easier for consumers to process and better for brand recall.
Author and science-based marketing expert Roger Dooley sums up recent research in a Forbes post titled “Paper Beats Digital in Many Ways, According to Neuroscience.”
“Despite the enormous migration to electronic media, neuroscience research shows that paper-based content and ads offer special advantages in connecting with our brains.”
Dooley continues: “Rather than an all-digital world, it appears that a multi-channel approach that leverages the unique benefits of paper with the convenience and accessibility of digital will perform best.”
The channels work together, with print feeding digital and digital enhancing print.
Your magazine ad gets potential clients’ attention, then can lead them online to your listings or prompt them to text for more photos and info. Each text also generates a lead for you.
“Where we’ve had a great print product, with a smart free distribution model, we have seen a fantastic halo effect upon our digital metrics,” Justin Etheridge, executive vice president of entertainment guide Time Out North America, recently told the Chicago Tribune. The company’s Chicago publication returned to print this fall after a two-year digital-only hiatus.
Homes & Land gives you that great print product with a smart distribution model, along with a presence on more than 20 websites, social media tools, virtual tours, featured online listings, permanent text codes for advertised properties and more.
Multi-channel? You’ve got it covered.
For more on getting the most from Homes & Land, contact your Publisher.
Filed under: Marketing Minute Tagged: consumers, marketing, online advertising, Print Advertising, real estate
