Analog versus digital - Why promotional products do not lose their importance despite digitalization

Digitization is advancing with great strides. Almost every day, we hear news from the IT trade press about technological advances such as the use of artificial intelligence or the current state of virtual reality. Advertising is also becoming digital - messages are constantly being displayed to users online, whether directly in Google or in social networks such as Facebook, LinkedIn and Co.

In a recent study, the German Digital Industry Association (BVDW) states that the digital advertising market is now worth more than two billion euros. What is the raison d'être for haptic or physical advertising media?

A balanced marketing mix cannot do without advertising media. Relying purely on online advertising does not lead to the hoped-for customer loyalty. Internet advertising is only effective in the short term. It may encourage people to buy, but it does not give customers the feeling that their needs and themselves as individuals are being taken seriously. Lasting customer loyalty through online measures alone is therefore rather difficult.
Ideally, a customer should remain loyal to a brand even if it raises prices or restricts access, for example. And they will do so if they are still convinced of the company and its products or services. Advertising materials support this:

• The image gain
• The customer loyalty
• Building trust
• The increase in sales

Despite digitization, gaining trust is the top priority in a customer relationship. If customers are convinced by a company, they will buy products or services precisely from that company. Promotional items are just one measure in a balanced marketing mix to bind customers more closely to a brand.

Smart is the one who pays attention to high quality and personalization in haptic advertising media. The marketing team has to work closely with the sales department to find out exactly what makes the target group tick, what their interests are, and how they can be helped with a haptic advertising medium. They are looking for everyday companions instead of dust collectors. For example, the currently popular Coffee2Go cup: It is practical, environmentally friendly, can be customized with a logo or a crisp message, and is also visible to the general public.

Promotional items must be convincing. That is why it is so important that the customer can use them in his everyday life, where the logo is always visible for him and also for other people, so that he remembers the company. That is why giveaways should fulfill the following functions:

• Promotional items must be useful (headphones, USB sticks, mugs)
• Advertising media must move with the times (pedometer, fitness tracker, solar light)
• Advertising materials must inspire (skipping rope, VR goggles)
• Advertising media must inform (advertising media with QR codes)

Actually, there are no limits for companies when it comes to choosing promotional items. However, there are some products that enjoy great popularity with customers and ensure long-term loyalty.

1. the notebook

Even in times of notes via smartphone apps, there are many fans of written notes. Some find it easier to remember things or are happy when they can actively check off to-dos, for example. A notebook is handy, practical and offers enough space for individual design. As a small goodie, a pencil or ballpoint pen can also be included.

2. the USB stick

The USB stick is a practical giveaway, especially at trade shows and after presentations. Important company information, white papers or other documents can be given to the customer in a practical and handy way. If they no longer need them, they can remove them from the stick and simply use it for their own data. A colorful logo or an eye-catching design, for example in the form of a popular cartoon character, can also make the USB stick a real eye-catcher.

3. the power bank

The practical additional battery in the pocket saves many a user from the super disaster - inaccessibility via smartphone or laptop. Especially in places where no power outlets are available.

VR technologies, actually known from the gaming industry, have been conquering the consumer market for some time now. Customers can be surprised here by combining haptic promotional items with digital ideas. The first companies are already giving away VR goggles in their own design: for example, a German soccer club that thus took its fans virtually into the players' dressing room and virtually behind the scenes - what a great experience for a fan!

It should always be considered what added value the giveaway has for the customer. Especially the VR experience and its 360-degree perspective convey much more liveliness, emotions and information to customers in contrast to a standard brochure.

Haptic advertising materials can also be equipped with digital technology via AR. For example, companies can transform a seemingly unremarkable brochure into an exciting journey thanks to the use of AR content. For example, a major automotive company took advantage of this by designing the pages of a haptic map with different markers. All the user had to do was download an app, scan the markers and was sent on an emotional journey - in a car along the coast. In addition, several slideshows gave him deep insights into the automobile itself, for example into the new cockpit. Such gimmicks invite customers to explore. They arouse curiosity and make them interact with a company or brand in a completely different way than would be the case when reading through a newsletter.

Haptic, analog advertising media are effective even in times of advancing digitalization. Especially when they are "tangible," useful and of high quality. A ballpoint pen without a logo that breaks the first time it is used does not bind customers to a company. A tote bag with a striking, humorous slogan, on the other hand, does. Above all, companies should also venture combinations with digital technologies, such as via VR and AR. These additionally surprise the customer, encourage him to discover and make it fun for him. All of this arouses positive emotions that the customer then associates with the company in question.