It may be easy to dismiss traditional marketing in the Internet Age, but it’s not necessarily wise. Although the numbers are certainly smaller than they were in their heyday, people still pay attention to television and print advertising.
Advertising on television and in newspapers, professional publications, and periodicals have some strong advantages over online advertising. When we use the Internet, we are more distracted by scrolling, video, and pop-ups, diverting our attention from online ads. Television and print advertising encroach less on the customer’s experience – they know how to expect these advertisements and don’t have to worry about pop-ups or any other intrusive ads.
Readers tend to linger more over printed materials than they do for the very same articles online, perhaps due an affection for reading print or simply because it’s more comfortable for the eyes. Many people enjoy the experience printed materials offer – they have a feel and sometimes a scent that connect with the consumer on an emotional level (just like the people who prefer books over e-readers). Print media also has great design flexibility; you can use a wider range of designs, allowing for an attention-getting piece, and the variety of papers available for print enhance both the design and the consumer’s experience. Ironically, the fact that fewer businesses are using direct mail has made recipients pay more attention to the pieces that they do receive rather than disregarding them.
Television advertising also retains value today. It can be integrated with your print and online advertising for a complete campaign, or it can stand alone. Television remains popular with Baby Boomers and Generation X-ers who, as of this writing, are established in careers or retired and are likely to have more disposable income than Generation Y or Millenials. Paid television advertising also retains the top spot for consumers learning about new products and services. Television ads also outpace Internet marketing when it comes to influencing consumers’ purchasing decisions.
For many brands, print and television advertising has the potential to be very beneficial. Take advantage of the opportunities afforded by traditional marketing by emailing or calling BCG at 315-797-5088.