{"id":235,"date":"2017-06-13T23:14:09","date_gmt":"2017-06-13T23:14:09","guid":{"rendered":"http:\/\/dickinsonent.com\/cortex\/?p=235"},"modified":"2018-01-13T04:42:04","modified_gmt":"2018-01-13T12:42:04","slug":"online-vs-print-advertising","status":"publish","type":"post","link":"https:\/\/dickinsonent.com\/cortex\/online-vs-print-advertising\/","title":{"rendered":"Which is Better? Online vs. Print Advertising"},"content":{"rendered":"
\"Advert<\/a>
Source: OnlineMarketingTrends.com \u2014 As Projected for 2015 & 2016<\/figcaption><\/figure>\n

“So, which is better, online or traditional advertising?”<\/h4>\n

A client recently asked me just that question. \u00a0The answer, however, is not as straightforward as you might think. \u00a0So in a twist of tradition, here is the ‘meat’ of my answer: “Advertising success depends on two factors:<\/p>\n

    \n
  1. Who is the target?<\/strong><\/em>
    \nand<\/strong><\/em><\/li>\n
  2. What are your goals?”<\/strong><\/em><\/li>\n<\/ol>\n

    Let’s break down these two components…<\/span><\/h2>\n

    Who is the advertising target?<\/h4>\n

    Often overlooked, ‘knowing your target’\u00a0is a crucial piece\u00a0of an effective sale conversion strategy. <\/em><\/p>\n

    “Everyone should want to buy my [widget\/service]!”<\/em>, a client told me once; and\u00a0while potentially true, research shows that timing & relevance are a much bigger factor in making a buying decision. Crucial pieces of effective sale conversion strategy rely\u00a0on saying the right message at the right time<\/a>. As such, knowing your target and their buying cycles tends to lead to a significant lift in success when it comes to any advertising.<\/p>\n

    Demographics are a huge aspect of knowing your target<\/h5>\n

    Today’s ability to track age, gender, location, how they saw your advert, how long they stayed, did they share it,\u00a0etc., are at the core of the advantage\u00a0of digital advertising. In fact, “Direct Response Marketing” techniques<\/a>\u00a0are heavily invested shopper data in an effort to ‘personalize’ the shopping experience for each individual.<\/p>\n

    \"Advertising<\/a>What are your advertising goals?<\/h4>\n

    Today’s goals seem different, but they’re not. In fact, the goals have not changed until the last 20 years. It is still all about the conversion of the audience or “target” \u2014 are you seeing the tie into the first advertising component above?<\/p>\n

    So, what did traditional\u00a0advertising discover that digital ads still\u00a0need to work on?<\/h5>\n

    In short, ‘message\u00a0effectiveness’. Tradition advertisers recognize that the timing at which their ads display \u2014 and the core of the offer \u2014 must be in alignment with the awareness level of the target. While simple messages like “free trial” and “try it now” are synonymous\u00a0with today’s advertising, traditional adverts, traditional methodologies tend to focus on an awareness\u00a0level that works off the brand awareness level \u2014 and consequentially, the true reason people buy \u2014 how the experience made them feel.<\/p>\n

    Today’s conclusion to this deep advertising question<\/h4>\n

    I could probably write 10 more blogs on this subject and only scratch the surface, but the bottom line is, both types have their place. A wise marketing mentor taught me a lesson that I will never forget: “Never put all your eggs in one basket!”.<\/p>\n","protected":false},"excerpt":{"rendered":"

    “So, which is better, online or traditional advertising?” A client recently asked me just that question. \u00a0The answer, however, is not as straightforward as you might think. \u00a0So in a twist of tradition, here is the ‘meat’ of my answer: “Advertising success depends on two factors: Who is the target? and What are your goals?” … <\/p>\n

    Continue reading “Which is Better? Online vs. Print Advertising”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[33,26],"tags":[34,23,27,35],"class_list":["post-235","post","type-post","status-publish","format-standard","hentry","category-advertising","category-scientific-marketing","tag-advertising","tag-conversion","tag-marketing-plan","tag-online-vs-traditional"],"yoast_head":"\nAdvertising \u2014 Online or Traditional. Which is Better? – Cortex Marketing<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dickinsonent.com\/cortex\/online-vs-print-advertising\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Advertising \u2014 Online or Traditional. Which is Better? – Cortex Marketing\" \/>\n<meta name=\"twitter:description\" content=\"“So, which is better, online or traditional advertising?” A client recently asked me just that question. \u00a0The answer, however, is not as straightforward as you might think. \u00a0So in a twist of tradition, here is the ‘meat’ of my answer: “Advertising success depends on two factors: Who is the target? and What are your goals?” … Continue reading "Which is Better? 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