Peanut Butter and Jelly. Mac n’ Cheese. Barbie and Ken. What do they all have in common? While each of these might be great on their own, it’s no secret they are better when paired with their mate, creating enough synergy to become iconic.
In a similar way, your advertising strategy needs more than one ingredient to reach its full potential. With so many media options now, using a single outlet to reach a dynamic audience just won’t cut it. While there’s a definite upswing in interest to go completely digital with one’s advertising, there’s a definite upside to utilizing both print and web to gain the most audience for your message.
Perks of Digital:
- Geo-targeting – With online ads, you have the ability to target your ads to your niche audience based on age, gender, geographic location, interests, etc.
- Cost – Online banners and digital ads can be relatively inexpensive, and you can tailor your ad package to your budget and preferences.
- Instant transaction –Your business can make a sale in just a few minutes with online ads. Consumers can easily click through directly to your website to make a purchase or book your services.
- Test the market – Digital ads provide the convenience of receiving an almost immediate response to your ad’s effectiveness in its market. You can create several different messages, so when you find what works best for you, it’s easy to re-optimize your budget by shifting more dollars behind the ads attracting the most customers.
- Unlimited exposure – Your online ad will work for you globally both day and night, wherever and whenever your intended audience is online.
Perks of Print:
- Target market – It’s easy to effectively reach a niche audience by running your ad in a specialty or local publication that caters to a certain group of people who may be able to use your service or product.
- Control – With print ads, you know exactly where and when your ad will appear because you’ve personally selected the proper publication for the ad.
- Engaged readers– When consumers pick up a magazine or newspaper, usually they’re planning to settle in a comfy chair with a cup of coffee or they might be boarding a 4-hour flight with nothing in front of them but the magazine. Consumers tend to be more focused when reading a print publication.
- Physical factor – Believe it or not, there are still plenty of readers who enjoy holding a magazine or newspaper in their hand. Also, print publications tend to stick around on reader’s coffee table for months at a time, which extends the life of the advertisement.
- Credibility – Some generations may be leery of clicking on the ads on the side of their computer screen, but there’s no potential harm with the ad in their magazine. In some consumers’ minds, print ads are more trustworthy.
Why Print and Digital go Together:
A peanut butter sandwich is too dry; a jelly sandwich is too wet. Like almost everything that is meant to have a partner, there are shortcomings when left without its mate. The same applies to print and digital marketing; the gaps that digital ads leave are filled by print ads, and vice versa.
Don’t let your advertising strategy be a PB&J sandwich without the jelly. DMI Agency can evaluate your advertising strategy and set you up with a comprehensive advertising plan that reaches your potential audience wherever they may be.