Digital Marketing vs. Print: Why Does a Business Need a Website?
Consumers are actively migrating to the Internet, but entrepreneurs continue to be indoctrinated with the "importance" of print marketing. Is it worth spending money on booklets? Today, we're going to explain why businesses need a website and why digital marketing is driving.
Yes, sometimes cardboard is important. A sign, a booklet, a newspaper ad – there are cases when print marketing is effective. This is especially true for companies targeting older consumers. Pensioners for the most part do not need computers - they actively subscribe to "Grandmother" and "Healthy Lifestyle", which in their eyes are an indisputable authority, and in the hands of marketers a powerful tool.
I offer counterarguments to businesses that have focused on a young and tech-savvy audience. For such companies, digital marketing is the key to prosperity.
The World Wide Web gives companies and consumers considerable freedom. Digital advertising allows even the smallest players to interact with global brands.
Take any small business – a pizzeria, a clothing store. If their strategy were limited to booklets and magazine advertisements, they would simply be lost behind the powerful network giants. Comparing their potential in print marketing is ridiculous.
Without their own website, these tiny shops and restaurants will only rely on word of mouth (still one of the best marketing tools) and modest newspaper ads that a potential customer is unlikely to see.
Thanks to digital marketing, any small entrepreneur can spend a hundred dollars a month on AdWords or Facebook, sharing the SERPs with the "big guys".
You're a business owner. Would you rather spend $1,000 on advertising in a popular magazine (without guarantees that the right people will read it) or invest $50 in AdWords (which charges only after the actual click on the link and brings relevant visitors)?
Targeting is what attracts the Internet. With the help of search engines, especially social media, we can deliver ads to the brains of the right people. For example, accountants of companies with a staff of up to 10 employees who are located, for example, in Ryazan or Tula.
They say the book is immortal. Did you know that the average person is able to focus on an object for only 8 seconds. You can argue with this fact, but remember yourself: how many times do you unlock your smartphone to check Pinterest or Instagram?
Print advertising is always static. It will lie on the coffee table invariably, without providing the user with any new experience or information. The digital world opens up limitless opportunities for communication with business: product search, price comparison, viewing user reviews, flipping through instructions, online ordering, etc.
The company's website moves with the consumer. He supplies him with everything he needs in the car, in the mall, at home, at the workplace. Additional tools, such as remarketing, allow you to return people who have previously left the site without converting or purchasing. We can target them all over the internet: Facebook, VK, Skype...
We bombard customers and indifferent passers-by with tons of waste paper. Not only that, these leaflets are not sharpened for a specific reader and do not provide an opportunity for interactive communication.
Print advertising is clumsy and ages before the paint dries. But companies operate printing products for a month, a quarter, a year or more.
Print has as much to do with relevance as ice cream has to do with car tires.
Factories offering printing services motivate business in an unusual way: "Ordering high-quality print advertising, you demonstrate solvency and reliability."
In normal parlance, this literally means the following: "Printing is expensive."
If your motto is "grow your business online," it's just not effective. The real cost of printed materials can be in the thousands of dollars, which excludes small firms, young online stores, freelancers, etc. from the list of candidates.
Instead of boasting glossy "reliability" and "solvency," you can take a more efficient path. Every day, 3,500,000,000 Google searches are made in the world. The Internet, social networks and search engines find and deliver to people everything: food, household appliances, clothes, medicines, entertainment.
With proper attention to digital marketing, if a company is represented by a bright and SEO-optimized site on the Web, has positive reviews and a presence on social networks, a tidbit of these queries will become yours. The main thing is to keep up with competitors