Print and digital advertising are better suited to reaching different demographic groups than other forms of advertising. Digital advertising helps cast a wider geographic net toward a specific kind of customer, whereas traditional print advertising is often more effective at driving business at a local level. Exploring how each form of ad reaches the reader, and how much those ads cost versus how much they return on the investment, is important in deciding what ad scheme is best for a particular company or product.
Online and print advertising are two common forms of promotion, each of which has advantages and disadvantages.
Many companies advertise both online and in print media to diversity their promotional mix. Scope One of the biggest differences between online advertising and print advertising is the scope of advertisements.
A single website or Web ad can potentially reach customers anywhere in the world. The circulation of newspapers and magazines and the logistics of sending direct mailings to customers limits the number of consumers that print advertisements can reach.
This means online advertising can potentially reach more customers in more places and allow small companies to do business far outside their local area. Reaching Specific Consumers Small businesses often operate in market niches that appeal to specific types of customers or consumers located in specific areas.
Print advertisements are useful for targeting ads to localized areas.
For example, a company that operates in a small town could advertise in a local newspaper or other local publication to reach customers that are actually in its vicinity. Websites such as social networks track user locations and other personal information, which can allow businesses to make targeted online advertisements.
Connecting With Customers Advertisements must connect with customers and convince them to make a purchase.
Internet users often spend a few seconds or less on a Web page before browsing elsewhere, which can make it difficult for an advertisement to catch their attention. In addition, Web users can install ad-blocking software to prevent ads from appearing on websites. Readers may spend several minutes reading each page of a newspaper or magazine, which gives advertisements more time to connect with customers and influence decisions.
Cost Online advertisers allow businesses to set spending limits on ads, which lets small businesses spend precisely according to their budget. However, a single print ad can reach hundreds of customers, while online advertisers often charge clients for each ad click.
Although print ads are more costly per advertisement, they can be equally cost-effective in terms of how many sales they bring in per dollar spent.Katherine Halek is the lead advertising and print strategy advisor at Signazon, leading online printers that provide marketing collateral for thousands of small businesses around the United States.
Katherine enjoys writing about retail, entrepreneurship, and See Katherine's full bio. Print and digital advertising are better suited to reaching different demographic groups than other forms of advertising.
Digital advertising helps cast a wider geographic net toward a specific. Print is still a top-of-funnel medium.
What continues to make print ads valuable is the (nearly) undivided attention that readers give to magazine and newspaper content, rather than multitasking like they do when consuming digital content.
In the past few years, the popularity of online advertising has reached its peak. However, there is still a lot of talk over the practical usage and advantages of digital marketing and print. The increase in the use of mobile and programmatic has led digital advertising to continue ruling nearly all growth, when compared with traditional advertising.
Online advertising recorded a 40% growth in , a number which is . Print and digital advertising are better suited to reaching different demographic groups than other forms of advertising. Digital advertising helps cast a wider geographic net toward a specific.