Why publishing with digital media is only the beginning
Print media has a long and involved relationship with the automotive industry. It began with adverts taken out in local newspapers, leaflets distributed door-to-door, and hand-written letters sent to each and every customer. Those who still deal in the latter, you know who you are.
For the individual businesses, there then came bigger, further-reaching campaigns: billboards, radio advertising, national publications. But, as is the case with all print media (we can lump radio adverts in here too), once it’s out, it’s out. End of story.
With digital media, publishing is just the beginning. As a live document, you can update, report on, and build on your advertising. Let’s take a look at the digital magazine’s life after publishing.
How are we doing?
Being able to report on opens and clicks, and measure interest is today considered essential to your marketing.
In print, the idea is that you send out en masse and hope that something sticks. But digital publishing is a lot smarter: it talks back.
You can track your readers’ journeys, from the email to the individual features. You can find out what pages are most popular, and which links are actually being clicked. Do your readers love the longer, involved features? Do they prefer a short, sharp infographic? A digital campaign can tell you, clear as day.
And it’s that feedback that we use every day to make our magazines and digital campaigns specifically tailored to your customers, and your customers alone.
One more thing
So your magazine is due to be published mid-February, but your offers won’t be in until March. No problem!
Once the magazine is published, it’s a live document. That means that you can add or remove pages, and republish, at any time during the quarter. And just like that, your quarterly magazine is kept up to date with the latest offers, the most accurate used car listings, or even an interview with your recently-appointed new head of business.
Allons-y!
A printed leaflet will always be a print leaflet. But with the right software, your digital publication will shrink to fit. Open a digital welcome pack (check out a few examples here and here!) on your computer, for example, and it’ll fill the screen. But you can just as easily open it up on your smartphone on the way home from the retailer, and it’ll shrink to fit.
We’re always keen to chat about digital media (read: won’t shut up about it), so don’t hesitate to get in touch and find out more about our range of digital media solutions for today’s dealerships. Call us on 0203 598 2782, drop us an email here, or tweet us @goldsanddigital.