To print or go online
Online advertising has set the marketing world ablaze. Businesses are taking to social media and content marketing like never before. Online success stories are enthusiastically bandied about the boardroom the world over. But, what of print advertising? Is there still a space for traditional print communication, such as brochures and magazine ads? What are the advantages and disadvantages of taking to the online world or sticking to print?
The online world is your playground
One of the major advantages of online advertising is its ability to reach global audiences. Successful social media campaigns have the potential to go viral, pulling in customers from every corner of the world. Today, more and more businesses are seeking international customers. Online advertising offers the perfect avenue to get in touch with a global customer base and to build a brand which is trusted worldwide. More than this, the online community is all about word-of-mouth. Friends share with friends and followers. People tweet and post and like. If your online offering is simply fabulous, in no time you will hop, skip and jump across the planet. Alternatively, print advertising is limited geographically. For instance, magazine ads might only be affordable when placed locally. Similarly, flyers can only be physically circulated within smaller areas.
Paper stands the test of time
One of the most significant benefits of print advertising is that it lasts. Although social media posts, blogs and web content can be made available for years to come, they often do not trend for lengthy periods of time. But, good print advertising, such as a magazine ad or a press release in an industry publication, lasts for years. Every time the publication is flipped through, no matter how briefly, your communication comes to life again. Browsing through a publication often takes time and so, where your communication is well positioned, this will have lasting benefits. On the other hand, browsers of the web often use ad-blocking software, which might prove problematic for communication efforts. Of course, where customers seek your content out, this is another matter altogether.
What about the costs?
There is no doubt that online advertising, where this is focused, insightful and aimed at building relationships with customers, is invaluable to brands. In fact, in today’s world, every business should be online. But, print advertising still has its place. Yet, what about the costs? Print advertising, such as newspaper ads or even pamphlets and flyers, can be extremely expensive and might eat up an entire marketing budget. On the other hand, online advertising is far cheaper and can reach far more potential customers per cent spent.
In the end, it seems that the advantages of online advertising are not to be taken lightly. But, this is not to say that print advertising is a thing of the past. When executed well, print advertising can draw in the crowds. However, in our modern world, the bottom line is that businesses simply cannot afford to miss out on the digital revolution.