Some swear by digital marketing, online advertising and social media presence. In our time, this is the key to success.
Others prefer to ignore this fashion and bet on paper marketing: catalogs, advertising brochures and handouts. It has always worked well.
Who is right, who is wrong ?
Should we listen to the new rising stars of advertising strategy, or marketing experts for more than 3 decades?
Digital marketing or paper marketing? A short review of the advantages and disadvantages of each.
Why choose paper marketing?
It has been around for more than 5 centuries, since the invention of the printing press, and it no longer has to prove itself. From the catalog of products to the menu in a restaurant, the paper document continues to seduce both advertisers and consumers.
Printing continues to evolve
Contrary to the image it conveys, printing is a sector at the forefront of modernity, which is constantly evolving and innovating.
We are obviously talking about the different formats and qualities of paper, as well as the possibilities of printing and color rendering, but not only. The printing house succeeds in integrating new technologies:
- Printing 3D images
- Document connectivity (think QR code, for example)
Paper has more impact
The various studies continue to demonstrate it: brand recognition is much more important with a paper medium than digital.
What does that mean ? That the public is more likely to remember you after seeing your brochure than your website…
Paper marketing is getting attention
An ad that appears in the corner of the screen has a good chance of being ignored, while the Pop-Up window appearing in the middle of a video risks being closed unexpectedly.
On the contrary, a catalog is calmly leafed through and, if well designed and meets the needs of the public, commands attention and arouses interest.
Paper gives confidence
“The word flies away, the writings remain”. And the internet is in the middle!
Information that appears online is always perceived as less serious than that in the print media, and the same goes for advertising messages.
The difference is less than 10 years ago, but it is still there.
Why choose digital marketing?
In 2022, it’s simply impossible to ignore digital. Blogs, social networks, web pages and various applications are omnipresent, consulted both from a computer and a Smartphone.
Digital marketing is the fastest way to reach a large audience
Complete reports and simplified follow-up
With digital marketing, it is easy to measure the impact of a campaign, and to calculate its profitability. Simple and free, powerful and complete tools (Google Analytics, not to mention it) allow you to know how many people have seen your advertisement, how many have visited your website, how long they have stayed on a page…
Useful and valuable information, absolutely impossible to obtain with a prospectus.
A wide distribution
Digital marketing allows you to reach your audience, regardless of location, time, or government restrictions. And this, almost immediately!
An essential reactivity to position itself in the best possible way according to events, and a possibility of reaching new markets in other cities, departments, countries…. Only digital marketing allows it.
The sector has become competitive, and the prices for advertising on the most famous platforms, such as Google or Facebook, are constantly increasing. But it is still much more economical than paper!
Indeed, with digital marketing, you can forget about printing and distribution costs. This makes all the difference when estimating the profitability of an advertising campaign.
Digital or paper marketing: why choose?
We have just seen that both camps have good arguments to put forward… but is it really necessary to choose one or the other? Know that these two strategies are not contradictory, quite the contrary: they can be perfectly combined to have convincing results.
To achieve this, however, it is necessary to think about it beforehand, in order to group the efforts and the initial investments and to exploit the documents created on the two channels. You can for example:
- Create your brochures in a high-quality PDF format for printing, then reduce their size to distribute them on your site.
- Use professional photos for your display advertising campaign, and reuse those same low-quality images on social media (you can quickly convert an image here)
- Embedding your digital marketing into your print campaign (or vice versa), to hook the audience.
As often, it is by using all the weapons at your disposal that you will emerge victorious from the fight you are waging against your competitors. So, take advantage of the advantages of digital marketing, and those of paper marketing to guarantee the success of your business.