Marketing and advertising: the use of paper versus the use of the internet
With the digital era, you are certainly used to spending a lot of time on the screens, whether in a private or professional capacity. Marketing has gradually developed on the web and is found at every moment to promote various stores and offers. If you use the internet, you can’t miss it, webmarketing will reach your mailbox and your smartphone…
Marketing has become a big part of the internet, but does that mean you have to forget about the paper format? It seems to be a thing of the past when it still has a lot to offer! We’ve prepared an article to help you see this more clearly. It will help you to choose between these two formats to make your campaign a success and to make your business evolve.
WHY IS PAPER IMPORTANT IN MARKETING?
What is the choice between paper or digital format? This question remains and many people tend to think that paper is gradually disappearing. Indeed, with the evolution of the digital format, the paper format has lost a large share of the market.
The digital format makes it possible to create and distribute media very quickly, getting a clear message across in record time, which suits all people in a relatively hurry.
However, the paper format has many advantages for marketing, as it can bring something real to your marketing campaign. Being able to touch the advertising medium allows you to appeal to sensations and this has a strong impact on the public. The paper format also allows you to take your time to read the advertisement, turn the pages and discover the offer in detail. It is important to keep a paper format for your marketing in order to reach your target audience with a strong impact.
It is also important to compare the digital and paper format to understand that the old format is no longer as widespread. Therefore, it allows you to quickly stand out by proposing a paper advertisement that will catch the attention and go much less unnoticed than a pop-up for example.
But that’s not all, you must not forget that the web does not reach all audiences and all ages. Indeed, digital is used by young people and adults who are comfortable, who understand the advertising system, whether it is by mail or pop-up. But seniors are still struggling to become familiar with this tool, which will reduce the impact of your marketing to these people.
A print ad will allow you to easily reach seniors while continuing to reach audiences of all ages by offering a convenient format that fits in their hands and provides a real-life feel. However, before embarking on a marketing campaign using paper, you will need to be well prepared to avoid any investment mistakes.
Paper allows you to have positive effects in marketing as well as in the private sector, but you should not make the mistake of launching without proper preparation.
THE DISADVANTAGES OF DIGITAL FORMATS
Marketing in digital form has many advantages such as low cost and ease of distribution. But it is not a miracle method that will work every time with every target audience.
Indeed, with the rise of online advertising, users are used to seeing banner ads, pop-up windows, marketing emails and tabs that open automatically. This is part of the daily life of many users and advertising has an increasingly low impact. Some people end up considering advertising as spam and don’t even open newsletters anymore. Nowadays advertisements are so prevalent that they lose their impact and the methods used to start online advertisements don’t really work anymore.
To be successful in online advertising, it is therefore important to think about methods to stand out and offer a different format. This will allow you to improve your creativity and not go unnoticed.
FIND THE RIGHT BALANCE between Marketing and advertising ACCORDING TO YOUR NEEDS
Each method has its advantages and disadvantages, so it is important to identify your needs and targets to successfully implement an effective marketing strategy. Generally speaking, it is advisable to take the time to work on both media to cover all marketing solutions. But this will require time and good organization, which will not always be easy. If you want to have a strong impact, you should never put aside the paper format.
Whether in a professional or private field, it is important to find effective solutions to grab attention. For example, when you send an email to your loved one, they will tend to read it quickly before archiving it or putting it in the trash. On the other hand, if you send a letter or a postcard, your loved one will take the time to read your text carefully before keeping it or placing it as a decorative element. The paper format therefore has a strong impact on the target’s sensations, and it will last longer than a digital format.
Receiving an advertisement in a paper format will therefore also be more pleasant. To make your campaign a success, you will have to take care of the choice of paper, the typography, the organization of the advertisement and the colors. There are many things to think about before sending the material to print for distribution.
You must never forget that a paper format always works, because it reflects a special attention to detail.
You must never forget that a paper format always works, because it translates a particular attention when it arrives in the hands of your target and it will also help to strengthen the commercial relationship through the different media sent to send a thank you card for example!