As the world consumes iPhone, iPads and iPods in a rapidly increasing rate, it seems that we are moving in the near paperless society where a product or service will need to advertise through the wizard screens and megapixels to maintain market share. But not going to invest every penny of your marketing budget online advertising in just yet, here’s why:
Marketing should be a multi-pronged approach to reach audiences. Business cards have been in use since the industrial revolution, the phone and fax were the necessary tools to promote and disseminate the past sixty years. As we enter the digital age, websites, QR codes and social media are promoting methods of transmitting information that should enhance and compliment, not replace, existing marketing efforts.
The majority of consumers are looking online to research products and compare prices, but do not yet quite convenient to make all purchases from your home computer. While applications such as Google Wallet are making it easier and more accessible to pay for purchases via smartphone, many consumers still security (or want instant gratification in the shop!) To prevent them from doing shopping. Experts believe there will be another fifteen years before buying habits are more digital dollars than traditional paper directory or plastic, which gives the company enough of your time to adapt.
Online companies use offline advertising- because it works. The reason you see Groupon ad on TV on the big game is because they realize the new customers they are trying to attract are still using other technology to gather information, TV, phones, computers are just part of the puzzle . Print media and promotional products are two of the best ways to get more traffic to your site.
The special advertising and print media are tangible. One of the strongest sense memory retention is touching; send personal invitations good texture stock is going to be more memorable impression than e-mail messages. It is still a very large proportion of consumers who have not been in the digital age, even more still prefer the traditional tri-fold brochure to see your products, or card to register in their Rolodex. (For anyone under 30 reading this article, a Rolodex is what people used before cell phones became address book!)
Share your advertising budget on several different media is a balance, and possibly smartest, approach. The only difference between the target a younger audience with a text message advertisements and fax homeowners offer for your dream vacation is a technology used to communicate; the thing is, these companies are trying to connect with what the latest technology available. Fax would call, ringing, then spit out the grainy black and white photo of some island home remodeler Bob found, never having to leave the office in the hunt for a travel agency to book holidays, and “just a phone call away from sunny skies.”