Advantages of Print Media

Ever since digital media exploded into our homes, offices and lives it has long been speculated by the pundits of the advertising world that the days of print media are over and its on the way out. However, as we hit the middle of 2018, we find that these speculations couldn’t be more wrong. Print media is here to stay and how. For its advantages are still relevant to marketing plans and play a significant role in reaching targeted markets, communicating a message effectively and driving people to desired action. The advantages that print media has over digital media are many…
1. Due to its long history of being a part of our lives, readers trust print media more and its credibility is very often associated with that of the publication that carries the ad.
2. With the deluge of fake news and websites on the digital media, print ads in respectable publications are taken more seriously by the readers. More so, when people unplug from online media they invariably turn to print for entertainment and engagement.
3. Print ads evoke better focus and engagement from the readers, having a better comprehension and recall value driving customers to action as compared to online ads that appear on one of the multiple tabs open on the computer screen as the surfers browse.
4. Print ads tend to reach a more clearly defined target audience at the right time as you have better control over the placement of the ad in the desired editorial section of the desired publication reaching your target audiences at the desired time. While buying an online ad you may never be sure of these factors.
5. Print ads thus have more flexibility and options for advertisers as they may target specific geographic locations, chose the season and dates, consider budget while deciding the size of ad space, and working with human intelligence rather than relying on an online algorithm.
6. Print ads are still highly engaging as reading print disallows multitasking that people are prone to do while surfing online thus losing attention.
7. Print ads often drive people to search online. Studies have shown that 65% of readers typically take some form of action after viewing a newspaper print ad hence print ads are effective in driving people to action. 
Hence an effective marketing campaign transpiring into a healthy ROI needs to be a judicious mix of deployment of traditional print media and non- traditional online media. For digital and print ads to work synergistic-ally, use of interactive features such as coupon codes within print ads, including Twitter and Instagram info or information guiding customers to your digital platforms, gathering online data to target your customers’ preferences, are some of the features that can bridge the gap between the print and digital divide and can be tapped to create a successful marketing campaign.

Comments

Post a Comment

Popular posts from this blog

Reasons to include Print Media in your Marketing mix

Image
Paper is sometimes the perfect technology for a job. Sometimes the tactile experience given with a paper communication cannot be matched by its digital equivalent. In today’s digital age, it’s easy for your target market to become saturated with online advertisements and email marketing. It’s time to take a proven approach to reaching your prospects, print media. According to Forbes Magazine, print materials and publications offer your customers and prospects a brand experience that can’t be replicated online. Below are six reasons to include print in your marketing mix- 1. Print readers have longer attention span: Recent neurological research suggests our brains process information differently based on how we receive it. Our brains on paper seem to have a longer attention span than our brains on a digital screen. When reading print, we have less distractions and so are able to fully take in messaging. 2. Has a certain appeal to the senses: Brands that appeal to mul...
Read more

Why not hire an Agency capable of Omni-channel Marketing?

Image
In 2003, a leading cool drink brand- Coca Cola launched a campaign: ‘Thanda Matlab CocaCola’, featuring Bollywood actor Aamir Khan.  The advertising campaign was the brainchild of Prasoon Joshi, CEO of McCann World group, India. ‘Thanda matlab Coca Cola’ Our culture insists us to ask, “Kuch thanda lenge yea garam?” Whenever a guest visits our house. Thandha in Hindi means cool drinks.  Similarly hawkers sell cold drinks, soda or chilled water by crying out “Thanda Thanda!”.  McCann Group smartly blended international drink with indigenous culture. The campaign established Coca Cola as a synonym to drinking anything cold. Even today Thanda can be replaced with Coca Cola.  While the Thandha matlab Coca cola ad was run on TV and was simultaneously displayed on Banners and Hoardings. The campaign was marketed on multiple channels, which made Thandha matlab Coca Cola a nationwide phenomenon Back then, Multi-channel marketing was a thing. On the contr...
Read more

Traditional and digital media to coexist in India: CII-BCG

Image
Despite rapid digital evolution in India, traditional and non-traditional media are likely to grow and coexist over the next few years. A new report,  One Consumer, Many Interactions,  by the Confederation of Indian Industries (CII) and Boston Consulting Group (BCG), said India will remain a multi-modal market, considering the consumer has access to multiple platforms. However, there will be differences in “what”, “when” and “how” media will be consumed. “There might be a slowdown of growth in traditional media, but there is still much headroom for growth, given the penetration story has not played out completely,” said Kanchan Samtani, partner and director, BCG. More than 95% TV households in India are single-screen; hence, most TV consumption happens in a family-viewing setting, the report says.  The Indian consumer is not entirely used to paying for content, while most platforms are advertising driven, unlike US, where the cost of a cable connection can be ...
Read more