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Mind the Gap: Connecting Print and Digital


In case you’ve been asleep for the past two decades, welcome to the digital age of marketing. These days (and for the aforementioned many years past), digital channels dominate. Digital is quick, low-cost, easy to track, and easy to update. Nobody reads magazines or newspapers or catalogues or mail anymore.

Blah blah blah.

Yes, it's easy to overlook the power of traditional print marketing. However, the savviest marketers understand that a successful — or in digital speak, an optimized — campaign often combines the strengths of both print and digital mediums. Integrating print and digital marketing can create a richer, more memorable brand experience, capturing the attention of a diverse audience.

Here are five effective strategies to close the gap between print and digital marketing …

QR Codes

QR codes have become ubiquitous in restaurants during the hands-free era of COVID. But, their earlier roots were in marketing. These scannable codes offer a quick, convenient way for customers to transition from a physical piece, like a brochure or a poster (or a table tent), to a digital experience, such as a website, video, or social media page or menu. By strategically placing QR codes on printed materials, you invite users to explore deeper online content, thereby enhancing engagement and extending their interaction with your brand.

Personalized URLs (PURLs)

Personalization is the very cornerstone of effective marketing. With PURLs, you can create a unique experience for each individual recipient of your print materials. When a user visits their PURL, they’re directed to a landing page tailored to their interests and needs. This not only enhances the user experience, but also provides you with valuable data. So, you can refine your online messaging and offerings, further strengthening customer relationships.

Social Media and Hashtags

Integrating social media and print is a powerful way to create a cohesive brand experience across platforms. Incorporate social media icons and relevant hashtags into all your print materials, encouraging readers to engage with your brand online. Whether it's sharing photos of themselves using your product or participating in a contest, this integration extends the lifespan of your print campaign and generates user-generated content that can be used in your digital marketing strategies.

Augmented Reality (AR)

The marriage of print and digital marketing can be truly captivating through the use of augmented reality. By adding an AR component to your print materials, you can offer an immersive and interactive experience that delights and surprises your audience. Imagine a printed catalog that, when viewed through a mobile app, comes to life with 3D animations, product demonstrations, and clickable links. This innovative approach not only captures attention but also provides a memorable brand experience that resonates with your audience.


Print and digital marketing can work in tandem to promote each other. Incorporate QR codes or PURLs into your digital communications, directing recipients to physical events, such as store openings or product launches. Similarly, mention your digital platforms in your print materials to encourage readers to explore your online content. This cross-promotion reinforces your brand's presence across different channels and encourages a more holistic engagement from your audience.

When it comes to marketing, it isn’t a matter of choosing between print and digital. Instead, you can harness the strengths of both and create a harmonious, impactful marketing strategy. Close the gap and embrace the synergy between print and digital to build brand and demand.

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