Time and time again, we find that two are better than one. Whether it’s two heads, two strategies or two products, putting them together allows you to reap the benefits of both. Such is the case with print and digital advertising. Businesses sometimes assume that they have to choose one or the other, when in reality, they can and should choose both.
Print marketing is tried and tested. Few advertising strategies are as authentic and original as printed materials. Digital marketing is fast, effective and affordable, especially when reaching a global audience. By using both methods, you can reach highly targeted individuals and create lasting impacts.
It’s 2018. Here is what you need to know about digital and print advertising trends.
The Case for Print Advertising
Case in point, a print ad promoting Nivea Sun products was run in a Brazilian magazine. It wasn’t any ordinary print ad but one that featured an ultra-thin solar panel and phone plug. The purpose was to allow people to tan safely in the sun without worrying about their phones dying. The solar ad charger won the Project Isaac Gravity Award the following year.
This is just one example of how print advertising remains incredibly useful and important for today’s brands. Print materials create tangible, memorable experiences that cannot be achieved by digital efforts. To be successful, you must know how and when to use print advertising. Here are a few things to know:
- It’s evolving. Print advertising is expanding. 3D technology, interactive elements and augmented reality bring printed materials to life. It’s expected that interactive print ads will become the norm.
- It taps into a customer’s haptic memory. Haptic memory is the most lasting form of emotional connection. When a customer holds something tangible in their hands, it builds trust with the brand.
- It’s easier to process. Research shows that it takes less cognitive effort to process print materials compared to digital media. This suggests that print marketing is easier to understand and more memorable. In fact, print advertising results in higher brand favorability and other persuasion metrics such as purchase intent.
The Case for Digital Advertising
Rather than shipping out costly samples, the Dollar Shave Club launched its legendary video along with other great digital content such as Is it Bad to Pluck Nose Hairs with My Fingers? In just five years, Dollar Shave Club gained over 3 million subscribers, earned $200+ million in sales and snagged more than 7% of the U.S. shaving market. In 2016, the company was acquired by Unilever for $1 billion.
We all know how effective digital marketing can be, especially for brands that want to reach a wide audience. What’s changing is the way that content is delivered. It is becoming highly personalized – delivered in the right way, at the right time. Here is what you need to know about digital advertising:
- It’s intuitive. Smart content changes based on the interests and behaviors of the viewer. It allows for highly personalized interactions that increase the chances for conversion.
- It doesn’t just appear authentic – it is. Native advertising blends in with the content so that it feels natural and original. No longer do people want to waste their time on less personal advertisements. Time is precious and it deserves to be spent on quality, engaging content.
- It tells a story. Storytelling is powerful. Rather than using scare tactics to raise awareness, storytelling is emotionally engaging. It also makes the information more memorable and inspires people to act right away.
Let’s be clear: one form of marketing is not better than the other, the magic happens when you integrate the two. Determining the context, the campaign, and your target audience will help you identify how to split ad dollars between print and digital advertising. To learn more about integrating both print and digital marketing and taking things to the next level, contact MediaMax.