Advertising on digital media is popular but there are significant advantages about marketing on print media that people have forgotten about.
Here are 6 reasons why print media is still relevant. in today’s business environment.
Often companies focus most of their efforts on creating a “cool, trendy” slogan or phrase for mobile devices. One of the reasons many digital ads do this is because mobile devices shrink peoples’ attention span. People who read traditional formats (magazines, papers, publications, etc.) have longer attention spans and are more willing to “stick” with an ad.
While you can hold a mobile device in your hand, the content you look at is always through a screen. The content is intangible. The ads are intangible – they are not real, in a sense. They’re artificial. Currently, artificial and digital go together like bread and butter. Physical marketing and print ads hold a tangible beauty about them. This is because many people hold onto their direct mail, magazines or flyers for years. That’s why yearbook printing is still preferred over e-books by institutions. Handing out real books will always have more value than distributing e-books or e-content.
Anybody can make a digital ad. Anybody. It’s the easiest thing in the world to create a video sales letter (remember the trend for having someone narrate over black text on a white screen?). Getting your ad in print requires more money from your marketing budget. Ads that are in print media often have a more official feel about them, because they’re in a national or international (or even local) medium.
Digital marketing has its advantages: it is scalable without limits. A/B testing takes less time. Ads are easily customizable. However, focusing all your efforts towards your demographics data for digital means you’re forgetting a whole other spectrum of demographics and audiences.
Many companies use interactive technology in their print ads. Glacial, a beer company, printed an ad that—because it was made with salt particles—readers could soak in water and wrap around bottles (beer bottles, to be precise). UTEC (University of Engineering and Technology) developed a billboard that pulled moisture and humidity from the air to create drinkable water.
- Marketing Segments
Where your customers look in print is important – that’s where the real estate is. Be it a newspaper, neighborhood publication, bulletin board, local magazine, etc. When you publish physical ads, you get a choice of where your ad will be placed.
Knowing the advantages of print media in this digital age is one thing. Knowing what your competitors are doing with print media is another. They may not believe that targeting prospects via “traditional” methods are worth the budget. This is where savvy companies thrive: those who know how to persuade prospects into customers, using familiar advertising concepts, will end up the winner.