PAPER OR DIGITAL?
Even though digital has taken over our daily lives, traditional advertising still has a strong place in this world.
Digital and print advertising are very different even if they are aimed to reach the same goals.
Not every business will benefit from the same strategy. Who are your clients? Who is your message aimed at? Knowing your audience is the key to selecting the right strategy.
To some demographic print will resonate much better than digital. On the other hand, some targeted audience is much more prone to react to digital material.
In general though and healthy balance between both is the way to go.
Here some benefits for each to help you make your decision.
BENEFITS OF PAPER
Target Marketing – with paper as a benefit is knowingly choosing specific sources of information
Cost Effectiveness – although printed advertising may be considered more expensive than some digital marketing, with the advances in printing technology and the paper choices, the cost is a lot more manageable then it used to be.
Engagement – Our brain is wired to respond emotionally to items we can touch and feel. That alone increases the engagement value in any printed advertising material.
Longevity – digital advertising is a flash in front of our eyes by comparison to printed material. Printed advertising is easy to go back to and engage over and over again. Even when we are through with reading printed material such as magazine, often those magazines are given to someone else (we give them to doctor’s offices for example – where a brand new audience is seeing your advertising)
Credibility – because printed advertising is still a larger investment than digital, this material promotes a sense of trust and credibility. It shows that you are investing into your clients and that help in development of a solid foundation of a long-term relationship.
BENEFITS OF DIGITAL
Unlimited Reach – valuable content will be shared and reach a wide range of potential clients by spreading the word
Versatility – by choosing the right message and by targeting a very specific demographic (different demographics can be targeted by different message) you have ability to engage with your existing and potential customers in the best way to grow your brand
Growing Audience – with so many platforms to choose from we have barely scratched the surface of the number we can reach trough the right channels.
Data and Insights – unlike paper advertising (where we need to manually make an effort to keep track of how many people engaged with our material), digital marketing offer many ways to collect all the important data and see what your ROI is.
With all the different channels available to us in digital marketing and new platforms popping out every day, it can be overwhelming to chose what is right for our business. Because of that, many businesses tend to jump on the band wagon with each new option and just simply hope for the best.
Knowing your audience and your competition is the key to being able to chose the advertising strategy to maximize your return.
If your business is a surf shop, your audience will most likely respond to digital more than print. In this case, without discounting some printed advertising, your main focus should probably be on digital marketing strategy. However, if your target audience Baby Boomers, printed advertising is a more effective way to go. Studies show that 76% of adults of 55 years of age or older are newspaper and magazine readers.
Having said all that, for most business a multi-channel approach that leverages the unique benefits of paper with the convenience and accessibility of digital may be the best strategy.
Soooo…. Know your audience and competition… and if you have any doubts, turn for help to a marketing / branding expert.