The Common Print Versus Digital Marketing Debate

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Retail cooler display

Brand awareness is extremely important when it comes to loyalty and brand recognition. Without a strong brand presence, a business will find it difficult to stay in business. There are many ways to increase brand awareness among both current and potential customers.

Print marketing

Think of print marketing as the original form of marketing. It consists of direct mailers, postcards, and other physical marketing ads. Some print marketing is sent to customers at their home or place of business, while others are displayed in the store for current customers to see. Some of the most common in store print marketing items include brochure holder stands with pamphlets or picture display stands that draw attention to a sale or specific item in the store.

Digital marketing

Digital marketing is quickly becoming one of the most popular methods of marketing today. With pretty much everyone on the internet in some method or another, more businesses are moving toward online marketing. There are also many ways to market in an online setting. If you are targeting new customers, you will focus on Google ads and social media advertising. If you want to reach people that are already established customers, then you will focus on Email and text marketing platforms. The interesting thing about the digital marketing platform is that it is constantly changing. As the internet continues to expand, we will see even more forms of digital marketing.

How to find the right balance

You will often hear prominent marketers pushing one type of marketing, either print or digital. However, it is important to use both. The specific industry that you are in might dictate exactly how much of your budget is spent in each area, but both are necessary. Businesses with a physical storefront might need to spend more on print marketing with items like picture display stands and custom glass door signage. With physical storefronts, you are focusing on brand recognition. A consumer decides to stick with a brand or buy a competitor in 3 to 7 seconds and items like picture display stands and other print materials factor into that decision.

Businesses that operate primarily in a digital setting are likely to spend more on digital marketing. They are targeting customers all over the country and possibly the world. With digital marketing, you can reach these new customers. Although custom retail displays are useful in a physical setting, they do not do much to increase business to include international customers.

Evaluating the costs of each marketing method

It is also important to evaluate the costs of each marketing method. The cost to reach 1,000 adults for a sign or a store merchandiser with a life of one year was between 3 cents and 37 cents, compared to $4.05 to $7.75 for a 30 second commercial. Research on digital is still newer and more information is needed for an effective comparison. Either way, numerous studies show that both print and digital marketing are more effective marketing platforms that commercial.

Using marketing to improve customer experience

One of the advantages of marketing is that it can also be used to improve the customer experience. When you use clear marketing messages and detailed picture display stands, customers are able to get all of the information they desire. They can also use information from acrylic window mounting signs and clear window decals to get an idea of business hours and policies. Increased customer satisfaction is important in both types of business settings. According to a 2011 report, 86% of consumers will pay more for a better experience.

There is often a lot of debate surrounding print marketing versus digital marketing. A successful marketing campaign, however, requires both. They both have their own sets of advantages and reach different target markets. The type of the business also matters when choosing the best marketing campaign.

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