Advantages of Combining Print and Digital Advertising
The Internet and other technology have transformed the way brands tell their story in the digital age. With the addition of digital media, you have more marketing methods than ever before. Yet, when promoting your brand, it’s critical not to forget about print advertising. The most effective marketing campaigns use a combination of print and digital advertising.
Print Advertising Landscape
It’s no secret that newspaper subscriber base has been in decline since the mid-2000s. Although newspaper advertising is dwindling, print advertising in other mediums, including magazines, continue to be strong.
Despite the print market’s declining growth and competition faced from the newer advertising media, such as internet and mobile advertising, print advertising still accounts for a significant share in the global advertising market, according to a new report titled Global Print Advertising Market Report & Forecast 2019-2024. Findings from the report further suggest that while the print advertising market is declining in developed markets, it is experiencing a balanced growth in emerging markets.
This can be attributed to the following factors, also cited in the report:
- A large portion of the global population still subscribes to newspapers and magazines, either because they are habitual of reading it or it is considered a symbol of respectability for educated families.
- Print ads are less intrusive and at the same time provide unlimited exposure than other forms of media, as the reader can study the advertisement at his leisure without any time limit or interruptions.
- Print media provides position flexibility. It offers a choice to the advertisers, as to where to place the ad, in a publication.
Before I dive into the advantages of combining print and digital advertising, let’s take a look at the benefits of each.
Why Use Print Advertising?
Print, which utilizes physically printed media to reach target audiences, is one of the oldest forms of advertising. Print media includes newspapers and magazines, in addition to mailers, brochures, posters and flyers.
Following are reasons to use print advertising:
- More memorability and connection – The print medium enables you to bring visual attributes including font, colors, images and texture to an advertisement, making them more memorable. Studies show that people have the ability to recall 65 percent of the visual content that they see almost three days later, HubSpot stated.
A business can create a mood and emotional connection, through its print advertising, which can be lost in digital media. This also could be some of the reasons why magazine advertising continues to be strong. The advantages of magazine advertising encompass being more focused, having a longer shelf life than newspapers, and the ability to target based on interests and geographically.
- Added credibility – Advertising in print channels continue to be the most trusted among consumers. When making purchase decisions, consumers trust newspapers and magazines more than any other advertising channel, according to a recent MarketingSherpa survey. In fact, print ads were the top advertising channel with four out of five Americans, 82 percent, trusting newspapers and magazine ads.
Print ads are the most trusted channels when making a purchase decision
- Better engagement – The way someone consumes print is different than the way it works in digital. One of the biggest differences is that print ads become part of the reader experience, rather than serving someone with an intrusive pop-up ad. Print readers also don’t typically multi-task, like they do when they’re quickly surfing the web or checking their social media accounts. As a result, they’re much more engaged and receptive to a print ad.
Why Use Digital Advertising?
Digital advertising utilizes the Internet to deliver messages to your target audience and continues to grow in popularity among marketers. eMarketer reported that this year, worldwide digital spending will rise by 17.6 percent to $333.25 billion. For the first time, digital will account for roughly half of the global ad market.
The different types of digital advertising include:
- Paid display advertising
- Video advertising
- Social media advertising (organic and paid)
- Search engine marketing (SEM)
- Search engine optimization (SEO)
- Pay per click (PPC)
Following are reasons to use digital advertising:
- Laser-focused targeting – While magazine and other types of print advertising allow you to do some targeting, digital advertising gives you an opportunity to drive precision, importance and leads that are high quality. With digital advertising you can take a massive demographic and pare it down into extremely targeted audiences, to only focus on a particular type of person—your ideal customer. Targeting this way gives you the ability to deliver an ad that’s highly relevant to your direct market.
- Personalized user experience – Personalization, the next stage in marketing segmentation, continues to dominate digital marketing. This strategy is not just a broad, gunshot method of displaying or delivering online content that may not have relevance to your visitors, prospects and leads. Instead, it uses their actions to deliver a personalized experience and content, based on that individual. You can integrate this strategy across different types of marketing channels including blogs, social media, email and video, to deliver greater ROI.
- Highly measurable and flexible – Digital advertising is highly measurable, which allows you to tie your marketing spend directly to results—whether it’s getting potential customers, orders. etc. You can track your prospects from the first contact, through the end of the sales funnel. Examine your conversion rate, to determine which of those leads turned into a revenue generator for your business. Since it’s more flexible than a print advertising spend, you can inexpensively experiment with different ad combinations until you determine the most successful approach.
Print and digital advertising each bring value to a marketing campaign. However, if you want to maximize results, here are advantages to combining print and digital advertising:
- Increased brand awareness – Every marketing campaign needs to start with a brand strategy, especially in the digital landscape. Your marketing strategy needs to revolve around consistently following through on your brand promise, to intensify customer experience, across all of your print and digital ads. Through including both types in your marketing campaign, you’re augmenting your channels and differentiating the ways to reach specific audiences with your key messages—which lead to increased brand awareness.
- Broader audience reach – Expanding your advertising efforts beyond only print or only digital gives you a broader audience reach. Each medium has its own distinct audience profile. It’s no surprise that digital channels capture a younger audience, while print appeals to an older demographic. If your target audiences are varied, both print and online advertising are the answer.
- Amplified calls to action – Print ads can drive digital marketing efforts, by including calls to action (CTA) such as website addresses, social media URL, QR codes and hashtags. Using this approach, you can easily track the results of your print ad campaigns. You also will be extending your audience reach and exposure to your digital marketing channels. Think about designing a mobile app for your business and using your ads to promote it. Make sure you have strong CTA on all of your print ad campaigns that direct readers to a landing page. You even can run split tests, between two different landing page versions, to determine which one converts better.
Print and Digital Advertising Case Study
First Bank, a CMA customer, had marketing challenges. First Bank is a New Jersey state-chartered bank with 18 full-service branches throughout New Jersey in Burlington, Gloucester, Hunterdon, Mercer, Middlesex, Somerset and Morris counties, along with Bucks and Chester counties, Pennsylvania.
The initial marketing plan consisted of a public relations campaign, to expand brand visibility in the marketplace, as well as support its commercial lending business and growth in the additional branch locations at the time. Results included more than 14 million impressions from local and national media, and a 42 percent stock price increase.
Building on those efforts, CMA created a 2019 marketing plan to:
- Enhance brand recognition
- Promote business values and incentives
- Drive traffic to bank locations
Online and offline marketing tactics comprised branding, print materials (flyers, posters, brochures), print and digital advertising, direct mail campaigns, social media campaign, and public relations. Within the first two weeks of the digital advertising campaign launch, there were 145,000 impressions, 323 clicks and 120 unique visits to targeted branches. Print advertising promoted the bank’s products, driving additional customers to each branch location.
When you combine print and digital advertising, you’ll cover all of your marketing bases and deliver a more holistic advertising strategy. In addition to reaching your entire target audience, you’ll deliver a personalized experience. The key is to determine the best way to go about it for your business.
Do you want to learn more about the advantages of combining print and digital advertising? Contact us today, to get the conversation started.