At the seminar, Erik Östberg spoke about Google’s take on the strengths and weaknesses of different media. The greatest strength of the print media is, according to Erik, its ability to arouse people’s interest and drive them onto the web.
“One of the main reasons why people search on Google is that they’ve heard or seen a marketing message in some other channel. And these are most likely to be offline channels such as printed ads,” explains Erik.
Google sees print as being hugely valuable for its ability to drive interested people to the channels they want to use to continue their buying process. The role of the printed ad is to generate interest and engagement, and to encourage consumers on to the internet. It is then important that the advertising companies have a clear presence there, and capitalise on the customer interest that their printed campaigns have generated.
Erik recommended that his audience also think nonline, instead of seeing online and offline as entirely separate channels. The key is to understand how consumers move freely between online and offline, so that marketing managers can adopt the same thought patterns.
“Stop talking about offline and online – that’s not the way consumers think,” urged Erik Östberg.
Erik also emphasised the importance of exploiting the new opportunities offered by the popularity of smartphones. Today’s mobiles are shrinking the gap between online and offline even more.
Various tools are available to integrate online and print, e.g. QR (Quick Response) codes or picture searches via the Google Goggles tool. Google Goggles removes the need to have any visible code in the ad. The user can simply take a picture of the ad on the phone, which will immediately open a webpage with more information. This is one way to make the static printed ad interactive, in order to build on the interest that has been created.
“33 per cent of Swedes own a smartphone and over 80 per cent of all phones sold are smartphones. Soon everyone will have a link between on and offline that is just taken for granted,” concluded Erik.
Erik Östberg from Google has these three tips for those who work in marketing and information:
• Consumers move freely between online and offline, so think nonline.
• Printed ad campaigns lead to searches.
• Exploit the potential of smartphones.
Text: Maria Blomgren, Swedish Graphic Companies’ Federation (GFF)
Source: Power of Print in cooperation with Print Power (www.powerofprint.se)