Print and digital marketing are important parts of any business’s marketing strategy, but the mix of the two will be different for every business depending on their product and target audience. It doesn’t have to be print marketing vs digital marketing, as each business can benefit from both. Here are some of the pros and cons of each approach, so you can evaluate your own business’s marketing mix.
Your Target Audience
The key considerations for a business trying to decide where to spend its time and money are where their target audience are, and if there is anything about their product or service that suits either medium. Are your customers more digitally savvy, or are they more likely to pick up a magazine or respond to a poster?
Even if your audience is digitally savvy, are they a niche served by print media in some way? Does your product suit benefit from being featured in print advertising? For example, fans of fashion and high concept clothes may still be interested in the authority of legacy publications like Vogue. While fans of niche art or hobbies may pick up smaller publications that cater to their interests specifically.
There’s also the location of your target audience, which can be targeted via both digital targeting and physical print ads. If you produce events, a more even mix would be an ideal approach, targeting people and publications in the area where the event is taking place and then however far afield you believe people would be willing to travel for it.
Your Product
Equally, your product or service may be uniquely suited to digital advertising. Things like food products or makeup are best advertised in use, so video content on social media is an ideal way of showcasing their virtues to potential customers.
The differences between online and offline marketing are important to consider, but a one or the other approach is rarely the right answer. Getting your mix right is key, and understanding both your product and your audience will help you to get that mix right.
GIANT, All Things Business’s publisher, are marketing experts, who can help your business find their tone of voice, visual identity and create campaigns across both digital and print marketing that will help your business reach the all the right people. Find out more on the GIANT website.
