Once print marketing was the only game in the city. Banners, posters, business cards, flyers and ads in the newspapers where your only option for getting the word out regarding your business.
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Then came the internet.
And with the arrival of new email lists, websites and social media everything changed. In the past few decades, marketing has shifted entirely to a digital platform.
So does this means that print media is gone? That's not true. In fact, there are several reasons why it is essential to join print advertising into your content marketing techniques.
It Hangs Around
Email can be ignored or sent to the spam box with one click never to be seen again. Top page banners and side screen ads can be hidden instantly. But a right designed and brightly colored brochure with visually appealing pictures or unique business card in a diverse shape is something you might not want to throw in the trash can immediately.
On the contrary, you might stick it to the fridge or keep the card in your wallet. In simple words, print media has more chances to stay in hand, and that's what a good marketing strategy is.
It's Already Printed
A lot of marketing comprises of discount and coupon codes, which must be printed to be used. This is quite a hassle for a lot of people, which is why many of them skip and never make use of such marketing.
However, discount codes and coupons that are already printed, mailed or distributed are more likely to be used. Additionally, some vouchers can be cashed by displaying a barcode on your cellphone; most people even find this too much to do. Taking a coupon out of your bag and using it to shop, is more comfortable.
People Trust It
In the end, the most critical point is that people still remember the old marketing ways. They remember seeking for jobs through newspapers and cutting out coupons from magazines. They remember handing out business cards on different occasions. This marketing strategy helped in building trust. People trust print marketing because before digital marketing came to life, print marketing was the king.
Digital marketing offers countless benefits that traditional marketing can never compete with. But what we should realise is that both these marketing strategies can work well together as new and old clients both respond efficiently to print media strategies. Try making use of print media in your digital marketing strategy and see how it can do wonders for your business.
The evolution of modern business is reflected in the growth of digital agencies. The concept of a digital agency, being relatively young, is clouded, vague and varying. The term is generally used to describe an agency to which a business (the client) outsources the work of designing, developing, maintaining and promoting its website. Of course, you could find a digital agency which only provides the design and development services, but more often than not they describe themselves as 'full service digital agency,' which means they offer the whole package.
Where a digital agency is employed to promote and manage a brand's online strategy, as in most cases, it are often compared (favourably or otherwise) to traditional agencies. The term traditional agency simply means advertising agencies using more traditional channels and media, such as television and print, in place of the internet. It is sometimes thought that digital agencies, which are by their very nature young and constantly evolving, lack the knowledge and experience of traditional agencies. This assertion is totally wrong: whilst it is true that digital agencies don't have the decades of experience that traditional agencies boast, the industry in which they specialise is so new that nobody has experience in it! Furthermore, although it is a mistake to believe that all principles of traditional marketing and advertising can simply be applied to digital marketing, it should be remembered that many of the most successful digital marketers and advertisers came from traditional agencies bringing with them much experience. Whilst these people understand traditional advertising and marketing techniques, they do not seek to shape the internet to fit these approaches: they seek to shape their approaches to fit the internet and the consumer.
The blinkered belief that traditional marketing strategies will work if applied to the internet is causing countless traditional agencies to fall behind their competition, the full service digital agency, in the race for clients, especially as consumers shift their attention from television to the internet. Traditional advertising techniques cannot be applied to the internet, since the internet is fundamentally different from traditional channels. Online readers are less inclined to read long pieces of text, so words must be incredibly well chosen. The internet offers dialogue and interactivity between consumer and business, in a way that television and print never could. As a result websites must be easy to navigate; because for online shoppers it is incredibly easy to turn around and find an alternative if a website doesn't offer them what they want, when they want it.
Because of the immediacy of the internet, it is very important that your brand is seen first. This is why search engine optimisation, a service offered by digital agencies, is growing so quickly. Making sure brands are placed highly in Google rankings is not something that traditional agencies can relate to. And, although pay per click campaigns make this possible, they are often costly and inefficient. Digital agencies can manage SEO and PPC campaigns on an ongoing basis, producing results.
To conclude then, digital agencies work towards the same goal as traditional agencies: brand awareness and sales. They do it using a different medium, which in turn requires different areas of expertise. But as their industry grows, the importance of brands' digital presence is only going to increase, so now is the digital marketing agencies hong kong time to consult a digital agency.