Header Ads Widget

Get NEWS Website

Digital marketing vs print media marketing. Which one is best, Why?

Digital VS Print Media Marketing

Nowadays marketing is the backbone of a business. All businesses have there own requirements of sale and business leads. No matter your business is micro, small or large, you have to do marketing to grow.

There are two method to jump in the field of Marketing.

  1. Digital marketing or advertisement.
  2. Print media marketing or advertisement.
Here I'm writing for Digital vs print media marketing. Which one is best and why?


Peoples are exposed to digital media at least as much as print media. The 21st century is crowded by  smart phones, tablets, and computers. Mean that more and more consumers will view media on there digital device including the advertisement.

Of course, for marketing and advertising, digital media has several benefits, While Print media marketing have there own benefits.
But,
Digital media marketing can be less expensive than print media, depending on the details of each campaign. Digital campaigns can also usually be produced, launched, and updated faster than print. and you can track easily ROI (Return of investment). While in Print media you can't track your ROI.

Digital marketing vs print media marketing, which one is best.
Digital marketing vs print media marketing

Digital media can be interactive in several ways. A promotion on social media allows for marketers to communicate directly with consumers, using messaging, commenting, tweeting, wall posting, and other methods to answer questions and offer incentives. Users are also usually able to search for a digital document, or search within the document itself. A digital advertisement could also be interactive, such as a game or contest that allows for participation and further engages consumers.

Digital ads allow for relatively more control over exactly who sees them than print ads, so marketers can more easily target them toward specific demographics. Many digital ads can generate consumer information as well, offering insight over who exactly is viewing the ads. For instance, Google Google ads and Facebook Ads offer analysis on user trends and successful referrals generated by the advertisements.

This is not to say that print media is dying out - not by a long shot. Print media offers a more physical, tangible medium to consumers. It’s something folks can take with them. It’s more professional, more convenient, and just nicer to be able to give someone a brochure or business card instead of having to say, “Hey, let me email you real fast” or “Hey, go find me on Facebook real quick” every time you want to make a contact.

Print ads can also have a localized presence that’s much harder to achieve with digital media. Signs and banners can create attention and help consumers physically find you. Well placed posters, flyers, and other print media can be distributed within a community to help generate exposure and direct consumers to you. Plenty of consumers also still get information from print media such as newspapers and magazines.

So which one is better - digital or print? That’s a complex and nuanced question, but we think there’s really only one good answer – BOTH.

Each medium has unique advantages, so a good campaign should incorporate both digital and print media. The best ad campaigns utilize the right combination of media, depending on market size and scope, demographic targets, products or services offered, budgetary considerations, and other factors. Certain consumers are best reached on digital media, others still prefer print. The right combination of media channels allows for the best communication with your entire consumer audience, and also maximizes your campaign’s return on investment as well.

At Makes360 we work extensively with digital media only. We can create the most innovative advertisements & campaigns and get them distributed on the most effective media channels, whether it may be Google ads, Facebook ads, Bing ads, Microsoft ads or the right combination of all.

After all, the end goal isn’t simply to debate whether digital or print media is better. The end goal is to create a campaign that will be most successful for you.

Digital marketing vs print media marketing. Which one is best, Why?

But for the time, Digital media is more effective.

DEFINING DIGITAL ADVERTISING

Digital advertising is the tactic of leveraging the internet and its properties to deliver promotional ads to consumers on various channels.

Like it’s predecessor—traditional advertising—a digital ad can help tell the story of your brand. Unlike traditional advertising, digital advertising is more universal and flexible, enabling you to tell your brand story on the channels that your buyers frequent—through text, images, video, and more.

Digital advertising has evolved considerably since the first clickable ad hit the internet in 1994. Today, instead of advertising creating noise that distracts from the content your buyers want to read, digital advertising can be part of an ongoing conversation that your brand has with its customers.

Digital ads are everywhere. They can be seen on the websites your buyer visits, on her mobile phone, on social media channels, and on her smart watch. Because advertising proliferates across so many channels, including very personal channels, you need to be more cognizant than ever before about providing useful, engaging content. Luckily, due to behavioral targeting technologies and platforms like marketing automation, these continuous conversations are possible. And by leveraging these technologies at scale, you can nurture your buyers in a very personalized way until they are ready to become customers.

As marketers, we may feel like we have come a long way with digital advertising, but we are still in the early stages. With digital advertising continuing to gain momentum, it is more vital than ever before to make it an integral part of your holistic marketing mix.

WHY IS DIGITAL ADVERTISING IMPORTANT Digital advertising creates powerful opportunities to tell brand stories at scale and in context. Through ads on various devices and channels, marketers can reach larger audiences in a way that is real-time and increasingly personal.

Three Reasons for a Digital Focus There are three reasons why digital advertising is critical in today’s multi-channel, multi-device buyer landscape:

1. Your Buyers Are Constantly on Digital Channels Your buyers spend a lot of time online. Gone are the days when newspapers and magazines dominated your buyer’s attention. We are firmly entrenched in the digital era. In fact, a recent study by Media Dynamics states that since 1985 a typical adult’s digital media consumption has grown 40% to 9.8 hours per day in 2014. A similar 2014 study by Nielsen found that the average American spends an astonishing 11 hours per day with electronic media – which was defined as TV, radio, internet, smartphone, gaming and other multi-media devices.

With your buyers constantly switching channels and devices, how can you reach them? Digital advertising is a fantastic way for your brand to live across channels.

2. Marketers Have Greater Targeting Capabilities When you put an advertisement in a magazine you have very little control, if any, over who sees and interacts with it. With today’s advancements in digital advertising, marketers can now target the exact audience that’s mostly likely to purchase your product. By combining the power of marketing automation and an advertising network or platform, you can avoid sending messages to people who aren’t a great fit for your product or service. Targeting your ads on digital media isn’t only limited to the demographic or firmographic characteristics of your audience. You can also deliver messages that are uniquely created to resonate with your audience as individuals, based on who they are and what they do.

3. The Availability of Customer Intent Data Enables Personalization and Seamless Conversation With today’s powerful marketing and advertising tools, there is so much data available about your customers. By leveraging the latest and greatest tools, like Marketo’s Ad Bridge, you can leverage customer profile and intent data from many different channels to have one seamless view of the customer. You can personalize your ads based on who the individual is from her behavior, her demographics, where she is in the buying cycle, her level of engagement with your brand, and the content or offers she has viewed. With this advanced personalization, you can have more relevant conversations with buyers across all channels—which is truly the holy grail for marketers!

Today’s Noisy Buyer Landscape Of course, where the people go, so go the marketers. Marketers have found ways to advertise and insert their messages into as many digital channels as possible. All of this leads to an onslaught of ads targeting consumers on digital media.

In fact, according to the Media Dynamics Study, the average adult is exposed to 5,000+ brands and their advertisements throughout the day. How many of these are ads? 362. And how many of these ads actually make an impression? 12. Clearly it is challenging to grab a buyer’s attention.

In today’s noisy, hyperactive world, your audience can’t give a ton of attention to any one brand in particular. In fact, the abundance of information that’s out there equals attention scarcity and a greater demand for relevance—so how can your brand break through all of that noise and be one of the 12 ads that actually makes an impression on your audience?

The more relevant, interesting, creative, and non-intrusive your ads are, the more likely they will be seen and engaged with by your coveted audience. Through effective digital advertising you can listen to your audience’s behavior and respond with relevant content.

As you consider the journey that your customer takes, digital advertising is an integral part of that journey—so it’s important to include a variety of digital advertising tactics in your overall marketing strategy. Relevant digital ads help nurture your buyers until they become customers—enabling you to continue a one-on-one conversation on all channels.

But, digital advertising evolves quickly, and as a marketer, you have to keep up. The ubiquity of online interactions in today’s modern culture demonstrates why digital advertising has become, and will continue to be, indispensable to marketers. Marketing through these ad channels is key to unlocking the potential of a huge, expanding, and captive audience.

THE NEW DIGITAL BUYER Meet today’s buyer. She has the upper hand when it comes to making purchase decisions. Tech savvy and brand sophisticated, she is wise to the ways of marketing, and she expects a lot. She believes you should inform her and even entertain her, but never bore, or worse, irritate her. And she’s fickle—you need to keep your communications interesting and to keep her engaged. There are two major trends that have emerged out of the recent—and rapid—evolution of digital buyer behaviors across all channels. And these trends have shaped how marketers need to interact with buyers through digital ads.

Buyers Are More Informed Thanks to the abundance of information, combined with better search and sharing technology, product information is now pervasive. The internet provides consumers with instant gratification, and mobile devices add a wherever/whenever dimension to every aspect of their online experience. Consumers today can quickly access information about products and pricing, and they do their own research when it comes to making purchase decisions. In fact, today’s buyers often form an opinion of a brand before they ever interact with you directly. By the time buyers come to you, they have already made the decision to purchase. So your consumers’ online perception of you is important, and your advertising must be relevant to your buyers’ journey.

1. Consumers Have High Expectations Today’s buyers expect companies to keep seamless track of their purchase history, communications preferences, and desires. If your system isn’t a well-oiled data machine, you’re set up to lose brand loyalty fast. Your buyers look for a unified and personalized experience across all of your various touchpoints. They want to find the information they need in the medium that is most convenient for them in that moment. Whether they are surfing the web on their computer at work, or waiting in line to purchase a pair of pants at their favorite clothing store—they expect the experience to be flawless and consistent. It’s an exciting—yet challenging—time to be a marketer. It’s no longer sufficient to simply push static information to buyers in a mass advertising model. As a marketer, you must fundamentally shift the way you engage with customers across online channels throughout the customer lifecycle. And to do this, you must learn to engage each and every customer individually and personally with your digital advertising.

HOW HAS DIGITAL ADVERTISING EVOLVED? Digital advertising has evolved considerably since we saw the first banner ad in 1994. Now we see advertising everywhere—on websites across the internet, on mobile devices, on smart watches, and on other items that we wear. We see them on social media, and we can now even see connected billboards that change based on traffic conditions. Just think about how quickly digital advertising has progressed! Do you remember surfing the web with Netscape? Do you remember how slowly the pages loaded? Do you remember how much slower the pages loaded when there was a banner ad to display?

A Brief History of Digital Ads In 1994, the banner ad took over the web. According to Wired Magazine, the company HotWired launched banner ads from 14 companies. Each banner ad was 468 pixels wide by 60 pixels deep. And legend has it that the very first one of these ads was from AT&T. The ad asked, “Have you ever clicked your mouse right HERE? You will”. And they were right. From there we saw the first ad server NetGravity in 1996, the first Google AdWord in 2002, the first YouTube ad in 2005, and the first Facebook ad in 2007. The Rapid Evolution of Digital Ads We may joke and reminisce about the early days of Netscape and banner ads, but digital advertising has experienced a rapid transformation in the past two decades. Why? Well, people love content and they love to consume it at a rapid pace. Consider how you consume content. TV is no longer the primary screen that you or your audience uses to consume media—now you spend almost six hours online vs. four and a half hours in front of the TV. You are constantly moving from screen to screen, media to media. You click on one BuzzFeed article and quickly click on other articles on the page that interest you. So how have ads evolved alongside today’s buyers’ insatiable appetite for online content? Let’s take a look at a few advancements:

Data and Targeting An advancement that has truly enhanced the world of digital advertising is the inclusion of data and targeting. Through advanced data, behavioral tracking, targeting capabilities of digital ad platforms, marketing automation tools, and social media sites, marketers can now get even more personalized with their digital ad creation. While in the past digital ad targeting was based heavily on traditional demographic information, through data, marketers can now get even more specific. Today you can target based on location, behavior, content viewed, industry, segment/persona, browser, device, and more. This enables more personalized advertising than ever before. And you can leverage this data across all of your channels. You can determine with more accuracy than ever before that the person who views a product on your website is the same person who liked a post on your Facebook page.

Rich Media There are so many different types of ad formats. While in the past ads were simply text, today ads come in a variety of forms. You can use video, multiple images, and you can even create ads that are interactive for your users. By creating ad content that is much more dynamic, your audience is more likely to engage. Programmatic According to Business2Community, programmatic refers to a wide range of technologies that seek to automate the buying, placement, and optimization of advertising. Programmatic advertising combines rich advertisements with the ability to resonate with the right audience, using the right ads, in the right places.

Programmatic ad buying equates to more efficiency in the space. No longer are advertisers relying solely on humans, who can be expensive and can make mistakes. Programmatic ad buying is less expensive and simply more efficient so that marketers can scale and focus on what matters—creating amazing ad campaigns!

Native Advertising In the past, digital ads have been thought of as intrusive and noisy. They have appeared in the middle of your screen while reading an article, having no relation to the content you were engaging with. And what do you do? You feel irritated and quickly click out of the ad to get the intrusive content off of your screen. In contrast, native advertising is contextual—this type of advertising is designed to look and feel like the content that exists on the page. Native ads are much less intrusive, offering that seamless experience that buyers are looking for. Native ads are often seen on social media or news sites. In fact, a recent survey by IPG Media Labs cited that native ads give a 52% lift in purchase intent and a 32% lift in brand favorability.

Cross-Channel Interactivity By leveraging data on multiple channels, your marketing can actually interact across channels, leveraging data on one channel to inform another. It is this interactivity between channels that is improving how marketers interact with customers across the customer journey for a more seamless, integrated experience. Don’t think about digital advertising in a bubble. Back when digital advertising began there were no cross-channel efforts. In fact, it was rare that an advertiser and a marketer would even be in the same room to discuss a cohesive campaign! Today your ads must be part of your overall brand story. Your online and offline tactics must speak to one another and support each other in order to provide a cohesive experience for your audience.

HOW DO DIGITAL ADS WORK? Before we jump into the nitty-gritty details of digital ads, let’s first discuss how they work. What does a digital advertising lifecycle look like? Get excited! We are going to take you on a digital advertising journey throughout your customer lifeycle.

Meet Ellen (Hi Ellen!) Ellen is a potential customer who comes to your website. She looks around your site, clicks through to a few pages, but ultimately doesn’t purchase. However, you do know— based on her behavior—that she likes your social media product. She is cookied before she leaves. After Ellen leaves your website, she goes to another website to read some current event content from her local news site. Ellen starts to see your ads on each page that she visits. Ellen then goes to her Facebook page to post a new status update. She sees another one of your ads— this time, the ad is personalized to her preferences. The ad shows her an offer to download your latest social media ebook. Ellen is interested and clicks on the ad.

She fills out your form, you get her information, and Ellen is then sent back to your website where she makes a purchase. Ellen receives a welcome email and she gets started using her new purchase. Ellen is a happy customer!

After a couple of days, Ellen has come back to your website to explore more of what you have to offer. On your website you ask her to complete a survey about her experience with your product. Once she leaves your website you target her with ads related to a complimentary product to the one that she already purchased. …And the cycle begins again!

Why digital advertisement?


1. Digital Advertising is Targeted What if each ad you create is always only seen by qualified prospects and target audience members? Sterling Cooper would have made you a partner in no time with that kind of guarantee, but today this is becoming the norm. Traditional advertising is hit-or-miss, but digital platforms are changing the game. SEO and PPC can put your brand name and your content marketing in front of customers at every stage of the buying cycle. Social media channels like Facebook, Twitter, or LinkedIn offer flexible ad options that allow you to segment by geographic location, demographics, interests, and more. Finally, since many forms of digital advertising are “opt-in”—from customers who follow your blog and social media accounts, to those who receive your emails—you know your outreach is going to people who want your information.

2. Digital Advertising Provides Flexibility Across Channels The keyword for success in digital advertising is “multi-channel.” With digital advertising, a piece of content can be shared across a variety of platforms, which means that you are no longer confined to one page, 30 seconds, or whatever format your traditional ad was designed for. Cisco’s new campaign is a great example of how to capitalize on multiple platforms. The company is distilling complex tech topics into six-second videos on the social network Vine, and then augmenting that snippet with corresponding content, such as links to articles about security and analytics. This multi-platform strategy is allowing their customers to consume content the way they want to—as a quick snack or a full meal.

This can work for any marketer. Take a short Vine video and develop it into a vlog to offer more in-depth information. Reimagine long-form content by transforming key data points or statistics into an infographic or a SlideShare presentation. Repurposing existing content is a win for both your strategy and your budget.

3. Digital Advertising Invites Mobile Engagement Digital and mobile marketing go hand-in-hand. Digital advertising allows you to reach your audience on the go, wherever they are, whenever they are online. It’s an especially great place to reach Gen Z and Millennial customers. According to a study conducted by the Interactive Advertising Bureau (IAB), mobile phone are the place Gen Z and Millennial are most likely to see relevant ads. Even better, nearly half of all typical smartphone users have taken action based on seeing relevant ads on their mobile phones. In fact, it might even be more effective to advertise on mobile than desktop. AdRoll’s “Facebook by the Numbers” report found that the click-through rate for Facebook News Feed ads is typically 10% higher for mobile than desktop and produces a cost-per-click that was 61% lower than on desktop. The best part is that this does not mean you need yet another unique campaign. Responsive design is an approach to digital design that automatically optimizes the content for whatever device it is viewed on. You can start maximizing mobile engagement just by making sure that your emails, landing pages, and content pieces translate smoothly from desktop to smartphone.

4. Digital Advertising is Faster to Market Market conditions and trends change quickly, and that requires nimble marketing. Lead times for traditional advertising methods are so 1990s. Between the time it takes to create an ad, to the long lead times required to buy time or space, your message and your budget suffer from being locked into a design that was created months before it will see the light of day. Digital campaigns can be executed much more quickly, and they can be modified on the fly if needed. Consider that as recently as April, Subway was touting a new ad campaign with its long-time spokesman, Jared. After a scandal this summer that resulted in his arrest, Subway couldn’t distance itself from their pitchman fast enough. Whether you’re trying to capitalize on the news or distance yourself from it, big brands are wise to retain as much pivot power as possible. This ability to modify also comes in handy when considering fluctuating budgets. Companies that have an unexpectedly low quarter can cut back without incurring cancelation fees, and those with an unexpected windfall can bump up their buying power with ease.

5. Digital Advertising is Easily Measurable Every department needs to show how it is adding value, and with a digital campaign the metrics are built right in. You know exactly who clicked on your content, opened it, referred it, shared it, etc. You also can trace the source of your traffic from entry to the shopping cart and eventual purchase. This will help you determine which platforms and strategies yield the best results, and which deserve more investment. The key reason for tracking metrics is to speak the same language that your CEO and your CFO do. While soft metrics like brand awareness, impressions, organic search rankings, and reach are important, their real value lies in how they can be quantifiably connected to hard metrics like pipeline, revenue, and profit. Digital advertising offers a platform for tracking both types of metrics to show a concrete ROI. Because digital advertising is quick to measure—often with real-time results and metrics—marketers may find that it helps them make their campaigns more cost effective. If one of your digital advertising programs is not performing well or working, it’s easy to quickly adjust your program to ensure that your budget is spent well and offers a strong ROI.

6. Digital Advertising Maintains Top-of-Mind Awareness Does your customer like that sweater? Maybe she does, but maybe not enough to buy it. A study by Baymard Institute revealed that the average online shopping cart abandonment rate is 68.53%. And that’s where digital advertising has a major advantage. While it would be creepy and desperate to waylay that customer outside your store in the mall and beg her to come back to make a purchase, with digital advertising you can reach out to her again without seeming like a stalker. Through remarketing and retargeting, you can stay in front of her to suggest one more time that she purchase that sweater. Retargeting means that the sweater will up in her Facebook sidebar the next time she logs in or appears in an ad spot on her favorite blog that uses Google ads. With remarketing, you can ping her again with an email to remind her of that lonely shopping cart. In fact, abandoned shopping carts can be recoverable by retailers who use marketing automation software to offer a sweet deal, like a discount or free shipping. Digital advertising can keep that sale from slipping away.

7. Digital Advertising Can Go Viral (At least, that’s what the fox says!) With a strong digital advertising component, you, too, could become the next viral sensation. Take Dove’s “Real Beauty Sketches,” which featured real women contemplating themselves through another’s eyes. Just one video, in an ongoing campaign, garnered more than 114 million views the first month alone, just because people chose to share it on social media sites. When you consider that 114 million is about the same number of people who saw the average 2015 Super Bowl commercial, according to NBC Sports, the power of viral content becomes obvious. Dove would have spent $4.5 million per 30 seconds for a Super Bowl commercial, and still wouldn’t have gotten the strong social proof inherent in social media shares.

There’s no magic formula for how or why something goes viral, but, in general, the content should speak to our emotions. Content that makes people laugh or feel good about themselves is very shareable. Beyond that, it’s hard to predict what will make something take off, but once it does it can take on a life of its own.

Post a Comment

0 Comments