digital marketing

Print Vs Digital Marketing – Which Is Right For Your Business? Part One

Many business owners are sceptical of how social media marketing can bring value to their business. That’s just how it is with new media.

You should know that we’re not recommending you abandon the traditional strategies you’re comfortable with and that work for you. People still notice broadcast and print adverts. We’re still listening to the radio; we’re still watching TV. But we’re also spending a lot of time on Facebook.

digital marketing

Let people know about your social pages

To see it as traditional marketing vs. digital marketing is to miss the point. The argument we’re trying to make is not whether digital advertising will eventually replace traditional ad formats or not, but rather that you should be using both. Don’t dismiss the power of the two working together, we’ve got examples from some of the biggest businesses in the world, successfully using both strategies hand-in-hand.

Let’s be really clear for a second. Digital marketing isn’t the flavour of the month. Getting one billion users worldwide isn’t a passing trend. So how can using them together work for your business and power successful marketing results? And what does combining them successfully look like? We’ve broken it down into a few parts. First, let’s look at budgeting.

Comparing the cost

Conventional advertising can get expensive. Paying for adverts in a local paper, booking a billboard, your budget can disappear pretty quickly.

Add to that the crazy number of adverts that appear wherever we go. Bombarded with adverts on a daily basis, we’re accustomed to tuning out.

With Pay Per Click marketing, your budget is only used when customers actually show interest in your advert. If you’re running a half decent digital campaign, the money spent goes directly back into building your brand.

Stop spending money on billboards/TV/radio advertisements? No. This long-term return on investment comes with a low cost to maintain ranking. But you do not necessarily have to choose the medium that is cheaper.

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Digital advertising in practice

The two have distinct uses. PPC marketing or lead generation campaigns on Facebook are designed to get interested customers onto your site or to send across their contact information. Billboards and radio jingles are all about increasing your profile.

Combine the methods to direct your customers both to your brand online, as well as in store. Weigh your budgets against what you hope to accomplish with your advert.

Targeted marketing

Facebook allows you to target a specific market that is mostly likely to buy with targets ads based not only on demographics but human behaviours and interests. This means you can target an audience that may be actively seeking out your products or services with the right message at the right time.

twitter digital marketing

Here’s a snapshot of Twitter’s interest targeting

Similarly, Google AdWords allows marketers to pinpoint people interested in a product or service. With a little bit of research on which keywords to target, PPC campaigns can reach customers ready to make a purchase.

Tailored marketing is not intrusive compared to outbound marketing methods, such as receiving phone calls or leafleting. There’s still room for targeted campaigns in conventional advertising, but it’s generally based around targeting publications and TV shows with a certain audience. Conventional means can’t match the digital methods.

Brand exposure & location based advertising

Once you step into the online world, your business can be viewed anywhere. The cost of doing that with traditional marketing is considerably more, and frankly, it cannot compete with the reach of the internet.

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Coke’s hashtagging billboard in Times Square

Think of creating a local campaign. If you after a specific region, you don’t need to limit your reach to the people that read the local paper. Doing so could result in missing out on big demographics.

It is much simpler to target demographics using location settings than sourcing publications, radio stations, TV channels and shows that cater to that audience.

This may sound like we’re trying to convince you to scrap your conventional methods here, and there may come a day where that is the case. But if you have a call to action on your print ad, and it does not support your online initiatives, it won’t expand your exposure as much. Sales flyers do not have the ability to be shared quickly and effectively; they can’t go viral.

Your product/service will vary, as will your audience. If you want to reach out to those born before the 1960s, and those between the 40s and 70s, you should consider that they might just appreciate a combination of the two. You may not be one of the 1.4 billion people to have a Facebook, but don’t underestimate how many people that age do.

The same goes for that born post-1980. They may be more attracted to forms of media that they’re comfortable with; email, blogs, video. But they may also spot when their demographic is being patronised and generalised and spend more time reading their local newspaper than they do on Facebook every day. Broaden your reach, use both.

This is part one of our look at conventional and digital marketing, stay tuned to the Digital Media Team blog for part two. You can do so by liking our page on Facebook or by following us on Twitter.