With all the advancements technology has made in the last couple of years, the face of marketing has changed forever. Gone are the days when people would rely solely on one-way media like broadcast and newspapers to market their goods and services.
Or it’s rare to see someone standing outside a shop handing out flyers to tell everyone about new promotional deals. We have moved from delivering a message to having a conversation about a message.
Many clients are looking for the opportunities to create videos that can go viral on social media platforms and help their brand become part of today’s zeitgeist.
So does that mean that marketing through print media is dead. Actually no. It can still play an important role in many brand campaigns as long as the publication achieve specific objectives.
It’s true that digital has become the base for most of today’s media strategy, but still has an important role even in the digital age. Let’s look at why print media is still relevant and how it can fit into your company’s marketing strategy.
Print is still popular with older Americans. While the 65+ set has grown exponentially on social media—in particular Facebook–over the last few years, this generation still loves the tactile feel of paper in their hands. If you’re running a campaign targeting the older set of baby boomers, look at the audience delivery of your local newspaper, community newspaper and neighborhood newsletters.
If you’re looking at a business to business audience, chances are the industry you’re trying to reach has both an online and print publication. Again, these publications tend to skew to older adults, but a large population of their readers to be company leaders and key decision makers. No business-to-business media plan should ignore industry publications—both online and print.
While online ads seem to generate faster and more trackable results, they can get lost in the clutter of online ads on a webpage. Unless you’re looking to reinforce your brand or retarget during an existing online or Paid Search campaign, online ads don’t tend to generate high direct response numbers on their own because people tend to ignore them unless it’s showing something familiar or compelling.
Here is where print media can help. There are 224.6 million people in the United States who are still avid readers of magazines. That’s a huge number for a medium thought dead. Print ads, brochures and flyers can be quite intrusive and tangible. Some city magazines are printed on high gloss paper making them perfect for medical office waiting rooms or coffee table books. If the print quality is high, people tend to hang on to them. If a magazine or newspaper’s content quality—meaning it’s well written and the design as well as photography are appealing—people will engage with it. And, while they’re engaging, they get intercepted by a creative, compelling print ad that stops them. That’s the magic of print.
It has a lasting impression
Did you know that the average person is bombarded with over 1700 marketing campaigns in a month but only sees half of them? In fact, most people—like 90+ percent– don’t click on online ads. This, coupled with the average human being’s short attention span, makes digital ads insufficient for carrying the entire weight of your media plan. With print media, ads like a flyer or brochure can have a much more lasting impression as they can sit on your desk serving as constant reminder.
It’s less crowded
Digital marketing experts say that most Americans are exposed to approximately 4,000 to 10,000 ads per day. This means that as people are saturated with similar products and services as your company, your digital ads doesn’t have the same impact as you may think. In order to improve brand visibility, you can either double your digital spending or, in some cases, use print media to reach your select audience. In print, there are an average of 0.6 ads per page which means your ad doesn’t have to fight as hard for the reader’s attention.
Look, digital marketing is important and it works. But, we can’t ignore the role print media can play in sustaining a brand’s media strategy. If you’re looking for an advertising agency that’s media agnostic and find the right mix to advance your business’ marketing strategy, call one of the leading digital marketing companies Houston, TX that can develop the most efficient media plan to fulfill your objectives.
Marketers like you spend thousands of dollars per month on digital marketing. When someone clicks-through on your ads and arrives on your landing page, is that where the journey ends? What if they click deeper into your site looking at specific products and services?