Theres no doubt about it. Today is a world of digital this, and digital that. Modern marketing practices involve massive advertising on the Internet, with different brands jumping in for a slice of the action.
Amidst all of the digital chaos, its quite easy to set traditional marketing mediums aside. So whats left for print media in the modern world?
With digital advertising coming off as a more affordable, yet highly efficient alternative, what room is there left for offline marketing efforts? Unbeknownst to most people, printed adverts actually work better than their digital counterparts for the primary reason of recall.
On the Internet, consumers are bombarded with tons of information that they rapidly scroll through. Its quite easy to ignore digital ads. So out of a hundred exposures for example, its quite possible for an ad to be seen once, or sometimes even not at all.
Print ads on the other hand come in singles; consumers also take a few more seconds to browse through them, enabling effective recall. This lasting impression is something that digital ads may have a difficult time achieving.
Aside from brand recall, those who view printed materials are usually more inclined to try the product or service for themselves. This means more potential conversions over time, and it easily justifies the cost of traditional printed materials. Yes, you can easily generate savings by advertising digitally, but how much spending would you have to go through to get your brand into peoples heads?
Offline marketing efforts also continue to thrive in modern-day society, for the simple reason that brands can run engaging campaigns that wont be as easily executed digitally. For example, print ads may be distributed together with corporate handouts like pens, mugs, umbrellas, or any other item that companies can stamp their brand on. In a world where freebies matter, this makes a whole lot of difference for the everyday consumer.
People have a tendency of taking a look at whatever it is they can get their hands on. Surely youve experienced seeing catalogues, for things that you arent interested in, yet you find yourself browsing through the pages even just once. This is the edge that traditional print has over digital advertisements. Theres always a yearning to see whats printed on a page.
And of course, theres the fact that printed ads take advantage of the human senses; probably one of the most important functions these hold. With online advertisements, companies are limited to sight and sound. With printed materials, marketers can encourage consumer support by appealing to more of the senses, including touch, sound, sight and smell.
So there you have it. In the world of digital marketing, offline marketing components like printed media still hold relevance and value.