Social media 'should be used to power flyers'

Flyer printing needs to incorporate aspects of social media marketing, it has been suggested.

Direct marketing materials such as flyers need to be integrated with social media strategies, it has been claimed.

Christopher Hosford wrote in an article for BtoB magazine social media may be the buzzword in marketing at the moment, but the "challenge lies in making sure social efforts are blended into other campaigns".

He referred to recent comments from Beth LaPierre, chief listening officer at Eastman Kodak, who said traditional promotional materials and social media are best supported by each other.

While channels such as Twitter can be used to spread the word about a company and get people on board, they can also be used "to power traditional pieces like direct mail, other websites and print ads, all driving people to follow [a brand]", she continued.

Recently, Marketing Week's Russell Parsons stated direct mail materials such as flyers have come to the fore during the recession, as bosses are looking to prioritise a return on investment.