An excellent marketing plan is necessary for a business that
wants to reach out to a large audience and grow its bottom-line. With a limited
marketing budget in their hands, companies need to choose carefully which kind
of marketing methods they will use to effectively reach their targeted audience
and successfully convert them into paying customers.
Different campaigns as well as different forms of media are
used depending on the products and services that businesses offer and it’s
crucial to find out the ones that are most suited for them.
As the years passed and technology continued to improve,
many businesses have started to focus more on digital marketing since they
found it to be the best way for them to realize their goals. Some other
businesses, however, have mostly stayed focused on the print marketing and are
still using it with great success in generating leads and converting their
recipients into paying customers.
Considering both cases, it brings us to one question: Is
digital marketing or print marketing better?
The debate between digital marketing versus print marketing
has lasted for a long time and is still ongoing. Both marketing methods have
their own advantages and disadvantages, and in the end, it really depends on
which kind of marketing fits your company the most.
In this article, we will outline some of the advantages and
disadvantages of both strategies so it will be easier for you to reach an
Print marketing is highly effective if you are planning to
promote your products and services locally since it is easier to create a brand
recognition and point your potential customers directly to the location of your
business. When it comes to reaching out to people close to your business, then
print marketing is definitely a good way to go.
Digital marketing, in comparison, has an advantage of a
wider reach since it can help you target both the local and international
audience. You can also tailor your marketing campaign to target the wanted characteristics
in your audience like gender, age, job, location, preferences, etc., which will
make your campaign more effective and precise.
Impression on the audience
Many studies have already come to the conclusion that print
marketing is easier for people to engage with and it is more memorable since
the consumers are engaging more of their senses when they are interacting with
it. People are used to seeing it and trust it more since it usually goes
through stricter editing and proofreading in comparison with digital marketing.
Print marketing is simply more personal and it has a higher level
of impact. For example, a large majority of people will open a physical letter
if they get it in the mail and read through it.
When you compare this to digital marketing on the other
hand, there are numerous emails arriving every day. Some of them end up in the junk
folder and are never seen, in some cases only the headlines are read and then they
are promptly ignored or deleted, finally you end up with a minority of audience
that actually reads through the emails.
Interaction with the audience
In print marketing you mostly provide information about your
products and services to the targeted audience and hope that some of them will
be converted into actual paying customers. This is a known flaw of print
marketing since it only offers a one-way interaction between a business and its
Digital marketing allows for more interaction with the audience by using emails, social media
or instant messengers. With these marketing tools, a business can encourage people
to visit their website, to find out more details about the products and
services they offer, to buy them and to give their feedback about them.
Even if we take into consideration that the cost of paid
online ads is on the rise, print marketing still has a higher cost than digital
marketing. The reason for this situation is that most of the printing marketing
materials are a one-time thing. For example, when we post an ad in the local
newspaper, that ad would only be seen on the day it was published. Recurring
costs, in these cases, will quickly add up and it will end up costing a pretty
Digital marketing, on the other hand, is more reusable and
longer lasting. Website content can be used for years to come and it would
still be able to help attract new customers without any additional expenses.
Not to mention that it is quite affordable even for small businesses to start
with digital marketing.
It is easy to find out more about the results of digital
marketing. Most advertising platforms and agencies give reports and analysis
regarding the performance of your campaigns. This data is very accurate since
it was obtained using the advanced tracking. The report can easily show you how
well your campaign is doing and it can also point out which parts might need to
be adjusted to make it even better.
With print marketing, it’s very hard or even impossible to
measure the results. It is possible to find out how many people the marketing
campaign reached but it would be a lot more difficult to find out how many of them
actually acted on it and bought something from you as a result.
A lot of businesses have switched their focus on digital
marketing since the Internet is one of the most used tools these days. More and
more people are using the web to do their daily activities, and these
activities also include purchasing goods and services online. However, the most
effective marketing campaigns combine both print and digital media to fully
unleash their potential.
Print marketing can help you boost your online sales if you
make sure your printed media always ties in with your online presence. Marketing
materials such as Flyers and posters need to include links to your website and social
media or a nicely designed QR code to redirect them there.
The same situation also applies in reverse. You can use
digital marketing to attract attention to your print marketing. For instance,
you can announce on your website and social media when your business is
featured in the newspapers.
With print and digital marketing supporting each other, they
can both achieve a much better result.
Do you have questions about Digital Marketing, lead generation and the promotion of your products?
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