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Print Vs Web, The Debate LIVES!

I know, I know, it seems like a dead and mercilessly beaten horse. For whatever reason, the frequency that I’ve actively debated why online advertising (and specifically digital media) is important when you are already committed to industry relevant print ads, has increased from zero to 60 as of late.

Here is a dirty collection of my thoughts on, at very least, why digital media needs to work alongside print, if not replace it’s priority in certain instances:

+The price comparison alone should be a major eye opener. Let’s call our ad network a square $4CPM, the average CPM for print ads is $10CPM. Will print be 2x more effective? Not if the means of assessing the readership volume is less effective. That number might need to be 10x or 15x more effective for print to make sense. Which would you expect to be more accurate, the updated by the millisecond pixel-data being gathered by ad networks on the activity of our target market or the ‘rough’ circulation and readership figures offered by trade journals? We use computers for a reason, they are smarter than people!

+Trackability and testing! We have very little idea post impression how people are influenced via print ads because there are such a limited amount of interactions possible. On the web, every time we accomplish a click or visit, we learn something. We learn what content is most compelling in ads and on site. There is a major disconnect between advertiser, content, and engagement with print ads. Imagine if you could adjust print ads based upon the individual users preferences. In comparison, how is prints’ effectiveness tracked?

+The crossover and ‘THEY’RE HUGE’ effect! To simplify what it means to create awareness…stay top of mind for as long as possible by advertising to a target as frequently as possible. You can accomplish this by staying with a target group throughout their entire consideration process. Such a leg up on competition! Imagine being the most prevalent advertiser every-time the target group searches for any related topic in your category, reading newspaper articles that are relevant, or visiting their favorite, and otherwise known as, most CREDIBLE websites. When someone sees an ad from a company that they have previously seen elsewhere they subconsciously think ‘This company is relevant, solvent, and authoritative’, thus closing the loop between consideration and decision making. Also, when you both appeal to the target in a professional mindset and the casual you’re making a substantially more lasting impression. Is your target market online? Yes, everyone is online…. In fact, I just made a quick inventory check on LinkedIn and you can reach over 900,000 people that are at least managerial seniority in the Oil & Energy industry if that made sense for your campaign objectives.

+All the cool people are doing it!
Digital Media
Digital Media

Print Vs Web, The Debate LIVES!

I know, I know, it seems like a dead and mercilessly beaten horse. For whatever reason,...
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