As we advance closer and closer to an age that feels almost entirely digital, we mustn’t forget our roots! AKA non-digital content, AKA print, and physical collateral. We’ve previously discussed our feelings about print, and how we feel like it’ll never die. We feel the same way about tangible content. There is a timeless quality about it that is not only more enjoyable to some, but it works best and in ways that could never compare to its digital counterparts.
For one thing, producing tangible content, like brochures, direct mail, posters, postcards, etc., doesn’t require massive surveillance on SEO and evaluation practices. This could also be seen as a negative, as data collection is more dependent on the user. For example, there are ways to determine data, such as putting a unique URL in the content or a trackable phone number. Still, it requires the consumer to be proactive unlike digital analytics, which allows you to collect data instantly and provide a more in-depth analysis. However, tangible items have their upside: knowing that these materials are physical and consumers can touch them will ease the concern of wondering whether they’ll get lost amid the digital space’s noise.
While materials on the Internet will technically last forever in the database, they won’t last forever in the public eye and domain in general. The digital sphere is dynamic and ever-changing, always demanding attention from different types of users. That content is often incredibly fleeting and short-lived. Tangible marketing materials typically yield much more longevity than their digital counterparts. A postcard or a brochure can stay pinned onto someone’s bulletin board for eternity and continuously receive attention from a simple gaze. Still, an email or banner ad will fade from one’s view as soon as some other digital material takes its place. You’ll simply get more mileage out of a physical marketing product.
With the understanding that digital marketing can and will reach virtually anyone, consumers tend to feel like it’s not personal; therefore, as a result, they might not engage with it if they do not feel particularly connected to it. Tangible content, while it’s mass-produced and technically not always personal or customized, naturally feels more personal to the consumer. Whatever they are holding in their hands belongs to them and only them, almost like a gift. This content’s physical nature also leaves a lot of room for creativity. Your brand can decide how it will put its purpose, morals, and mission into something tangible. Also, tangible marketing has a sense of underlying credibility associated with it. Consumers might not feel that the ad will cause a virus or some sort of digital loophole on their device.
Perhaps one of the most exciting and underrated benefits of tangible content is that it can actually result in bonuses, unintended advertising for your brand. If you send a branded pen through the mail to a prospective customer, whether they engage with your brand or not, can still result in them using your pen in their everyday life. That pen will gain traction and viewership from people in their surroundings, which serves as additional advertising. This same principle can apply to a tote bag, notepad, stress ball, etc.
Whatever your brand specializes in, it might be of your best interest to consider implementing tangible content in your marketing initiatives. Visit us at grova.com so we can be your creative business partners to help you do so!
Grova Creative is a minority and veteran-owned agency headquartered in Tallahassee, Florida, and works with clients all across the United States. If you are a business or organization seeking help with advertising, marketing, branding, messaging, marketing, strategy, website development, or other creative assets, email Grova Creative at [email protected] or visit grova.com.