How many ads have you already seen today? Chances are that you scrolled through social media in the morning, and probably caught a couple of them. When you’re driving to work, there are billboards, bus stops, benches, and business vans promoting a service or product. You start up your computer and different websites will bombard you with pop-ups or ad space on the corner. Companies are finding more ways for you to see them – that’s how you generate leads.
However, if you have a limited budget, you might have to narrow your advertising efforts to one route. You might be tempted to stick with digital marketing because everything is becoming paperless today. However, despite the belief that the digital age is doing away with print advertising, the reality is that there is still value in traditional advertising. When you see advertisements in Time, The New York Times, or US News & World Report, it gives that business credibility. When you see them in local newspapers in small towns, they generate familiarity and a sense of community.
So, what’s the best medium for your business? It depends on what you’re trying to accomplish.
Who’s your target audience?
Are you advertising locally? Regionally? Nationally? The wider the net you want to cast, the more it makes sense to go digital. If you choose to advertise through traditional social media networks, you’ll even get to choose other demographics, such as age, educational level, and interests.
What’s your niche?
Comic book fanatics like their hard copies. Some people prefer books and newspapers rather than having a screen in front of their face all the time. If you’re advertising to Baby Boomers, print will give you an advantage. By the same token, if you’re selling to Kardashian fans, stick with something trendy, such as ephemeral marketing on Snapchat.
How much information are you conveying?
Research shows that people are more likely to pay closer attention and remember content of print ads. The more detailed your service or product, the more effective a print ad would be. This is especially important, since our dependence on digital devices has significantly reduced our attention spans. And, if you can get your message across in 140 characters or less…
There’s no one-size-fits-all solution for your marketing strategy. When you start your market research, you’ll start to see a clear picture of what would work best for you. Pay close attention to it, consider your audience and options, and invest wisely.