Printed versus digital – the ultimate marketing battle
Posted: Ralph Stricker
In marketing, there is a constant battle between the materials delivered to the target audience. These materials can either be printed or digital. Some companies use both types of materials for their campaigns while others decide to focus on one type only. This article is going to present the particularities of printed and digital marketing materials to help people who need to choose between these options finally make a decision. Here is what you should know:
The first topic discussed in this article is represented by printed materials, which is considered the traditional method of delivering content to customers. Printed pieces of information are the ones that directly interact with customers, at a level of basic senses. When the materials are printed, the user can actually touch them, which makes them portable and easy to read. At the same time, when a potential client holds a printed piece in his hands, the materials are more credible.
Printed materials remain the preferred form of marketing for older generations and people who are not yet used to the rapid growth of technology. There are some disadvantages to printed materials as well. They take up a lot of physical space, they can cost a lot more than generating digital images and they can only be shared once after printing. The experts at Kiasu Print Pte Ltd state the importance of printing materials in the appropriate quantities.
As for digital materials, they can cover a larger target audience at a significantly smaller cost. The information that digital materials can present is immediately searchable and can be found whenever the user desires. These materials won’t be lost after being shared with the audience. They are quicker and easier to produce, which means they can be richer in content too.
The cons of printed materials involve the fact that people might question the validity and credibility of the information presented. Plus, people state that reading digital materials is not as comfortable as reading printed materials. Internet browsing can lead to a distracted attention which results in a smaller efficiency of the marketing materials. Opting for letterhead printing rather than sending an email surely attracts the attention of people in a more facile way.
The connection between the two
Digital materials support printed materials and it also works the other way around. Some people prefer traditional marketing methods and others are keen on digital ones. The secret is to combine these materials so that you reach the chosen target audience. In digital marketing campaigns, setting the target audience that prefers non-printed materials is the option.
Printed materials can also direct clients to an online source. In digital marketing, customers can request printed brochures or other types of materials as well. Online advertising is considered a lead generator and it is backed up by the persuasive factor which is represented by printed materials. The only ones that make a difference are the consumers and their preferences.
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