We have always faced marketers who want to invest within their budget; but the BIG question they will always ask is: “which is better among print marketing and digital marketing? In this article, I will be comparing the two marketing methods. Don’t miss reading profitable ways to promote your business with banner advertising.
Recall that in the last few years, we have seen print marketing taking a backseat. This issue became very serious when Covid-19 pandemic was at its peak where the concern for contaminating one another and spreading the virus was the order of everyday which led to the closure of many shops due to lockdowns caused many companies to move up their transition to digital. During this period, we saw giant companies like Ikea and Argos moved to digital
You will agree with me that digital marketing have continuously grown in this new age of online transactions and unending social media streams. Either Google search is displaying your targeted adverts or an engaging competition for you to take part in on Instagram, we all have become familiar with these new methods of persuasion.
However, in case you are considering ways to market your brand, don’t pitch all your tents within the digital landscape. There are still profits to be made in other promotional techniques. The truth is that print marketing still has a large amount of influence among consumers. In fact, the use of print marketing can have significant benefits over digital alternatives.
The problems caused by print and digital
During the early nineties, the ad industry was dominated completely by print marketing. Designers were making print ads painstakingly by hand, with reprographics, transfer letters, and various other typesetting techniques. The same way designers have perfected these skills, the marketing world went graphic, and adopted Corel, Quark and Adobe, and all previous techniques became obsolete.
After about ten years later, when the typical marketer perfected Illustrator, Photoshop and InDesign, and started making good digital print designs, businesses diverted budgets to mass-market online marketing. Everyone was then forced to learn web designing skills. And recently, more and more companies are choosing to go back to print marketing. Latest technology is now working parallel to digital mediums, and print methods can easily be adapted to fit into today’s marketing world.
For a considerably longer amount of time, print marketing has been around before digital marketing. In fact, we can trace Print marketing foundation all the way back to the 15th century when the first printing press invented.
Since that time, the print method has evolved throughout the centuries and with the mass production of newspapers and magazines came more ways to promote your company and products/services on a wider scale.
Print is still evolving
Although, the print marketing might have experience a large reduction in the last few years but that doesn’t mean it isn’t still changing and evolving as technology advances.
Few years ago, we saw AR (augmented reality) bring to life adverts from a page or billboard with the use of a phone and a simple computer-generated barcode. Due to advancements in printing methods, we have also seen the cost of printing reduce.
Compare to print marketing; Digital marketing is a much more new generation phenomenon. However, owing to technological advancements and more recently the pandemic, digital has been brought to the forefront of marketing for many companies.
The world of digital marketing is an expansive platform and is constantly changing the way we promote and advertise from websites and blogs to social media and online ads.
It is very easy to track and report on Digital Marketing. In this age of competition driven, being able to track ROI is a big part of many campaigns.
Business owners and managers want to see where they are making money and where they are lacking behind, this is where digital marketing comes handy because this is much easier to do with tools such as Google Analytics. It is not possible to track a leaflet or brochure once it has left the printer.
Advantages of Print marketing:
Irrespective of the rapid growth of the internet and the present economic dip, many successful business marketers still believe that print media advertising has its own authority and has a definite competitive benefit of its own. Many believe that digital advertising will take over traditional print marketing, the latter’s power cannot be underestimated and the following advantages should always be kept in mind before formulating an advertisement campaign.
1. Target audience
Print media can be used to cater to a specific target audience thereby opening up innumerable opportunities for enhancing the sales figures. For instance, a sports magazine can insert ads on sports products and thereby cater to its particular audience. Similarly, a fashion magazine could display fashion accessories and cosmetic products reaching its target audience. In either ways, there is no resource wastage in getting the ads to reach its target audience.
2. Longstanding Readership
The print medium has its own readership that is loyal and longstanding. Print publication firms that have been in the advertising field for years providing reliable content to the readers develop some sort of authority and a credibility with them which instead increases the chances that they will buy that product or service.
Unlike the case of internet and television ads, which come in flashes before the eye and before you can even register them they have disappeared, print advertisements stay enough for the customers to get convinced about the product or service.
When watching an ad on the internet or the TV, it is a passive process in which the sounds and images may or may not draw attention of the audience. For instance, if someone picks up a magazine or a newspaper, he or she makes a conscious decision to see the images and engage in the text. Even if the person merely flips through the magazine or newspaper, they absorb a lot more than what he would get from passively watching an ad on the internet.
Tangibility is one major benefits of print marketing. Somehow, many customers are more comfortable seeing an ad on hard paper than seeing in on a screen and the ad appears more real and convincing this way.
6. Extensive audience
The fact that there is a huge crowd of people who still do not have access to online marketing is an advantage to print marketing. The latter needs no device to reach the masses. Though there are people who will argue that printing services will suffer hugely with the internet boom in the marketing sector, others are of the opinion that online marketing will grow immensely but its effect on the traditional advertising media will be only up to a limit.
Advantages of Digital Marketing
Without any doubt, Digital marketing is the best way to go about for your products and services. Digital marketing benefits your business in so many ways. Some of these are:
Digital Marketing allows you to reach a wider, more engaged and targeted audience fast than traditional marketing and is more cost-effective. With digital marketing you are speaking directly to a specific audience and really test things quickly. A situation where one ad does not work, you can try other variations of it and track the progress. Digital Marketing adds a lot more science and tracking to marketing as well as allows companies to be more relational in their marketing efforts.
1. Easy to measure
Unlike print marketing strategy, in digital, you can see in real-time what is or is not working for your business online and you can adapt very quickly to improve your results. You can use Google Analytics for measuring traffic to your website to measure specific goals you want to achieve for your website or blog and most packaged email marketing solutions provide good insight into how many people are visiting, opening, reading and converting from your emails.
2. Provides Level playing field
With a solid digital marketing setting, any business can compete with any competitor regardless of size. Traditionally a smaller retailer would struggle to match the fittings of its larger competitors and the finesse of the fixtures.
3. On the spot results
You do not have to wait weeks for a boost to your business like you would have to waiting for a fax or form to be returned in print. You can see the numbers of visitors who came to your site and its subscribers increase, peak trading times, conversion rates and much more at the touch of a button.
4. Minimized cost
In digital marketing setting, you can develop the online marketing strategy for very little cost and can potentially replace costly advertising channels for your business.
5. Brand Development
Well created and maintained website or blog with quality content targeting the needs and adding value to your target audience can provide significant value and lead generation opportunities for your business. Also utilizing social network channels and personalized email marketing systems can achieve the same fit.
6. Refinement of strategy
Whatever you capture in your customer journey can be reported on and honed for greater success at the fraction of the cost of print marketing. Digital marketing enables you to refine your strategy anytime and see any improvements or opportunities for further refinement almost instantaneously.
7. Wider exposure
Digital marketing allows your business to be seen anywhere in the world from one marketing campaign, the cost to do these using traditional methods would be considerable. In addition, once you have optimized the keywords search content in your website you should see a long-term return on your investment and will be fairly low-cost to maintain your ranking.
8. Greater engagement
With digital marketing strategy, you can encourage your followers, prospects and clients to take action, visit your website, and read about your products and services, rate them buy them and provide feedback to you which is visible to your market.
9. Goes Viral
How effective and successful does your sales flyers get passed around instantly by your customers and prospects? In digital, you can use social media share buttons on your website, email and social media channels enables your message to be shared incredibly quickly, just look how effective it is for sharing breaking news.