Better to focus on a digital strategy or commit resources and time to develop advertising plans on paper?
In recent years, investments in online advertising exceeded those for traditional media. it would seem so, yes!
This is what emerges from the annual report on advertising expenditure published by Outsell, a California company that deals with research and analysis at the enterprise service market. According to the study in question, in the coming months and years an increasingly significant share of ad dollars will migrate on digital and mobile devices: according InMobi and Globalwebindex, consumers spend on average two hours and 14 minutes a day on mobile devices, against 81 minutes of TV, i 70 PC, i 44 radio and the 33 the newspaper. In addition, the 79% of smartphone owners, control their device within 15 minutes of waking.
The advertising revenues of the print media regarding the American market lost 66% in nine years and the online has not stopped the collapse, rather. Secondo la Columbia Journalism Review, collecting advertising on invoiced print editions 47,4 billion dollars in 2005 and it plummeted to 16,4 billions of 2014 (-66% in nine years).
Meantime, digital advertising is passed in the same period only by 2 a 3,5 billions of dollars. Small figures do not compensate losses. "The local newspapers, unlike the big national newspapers ", According to Jim Brady, ceo di Spirited Media, have the benefit of "be located physically close to their readers". And "events are the major profit opportunity for local newspapers". For Billy Penn represent "84% of turnover, 2015."
But then ... it is better to focus on a digital strategy or commit resources and time to develop advertising plans on paper?
The answer is not simple. If corressimo the risk of repeating ourselves we will definitely say "it depends".
It depends on what type of business you have to advertise, from which region we want to cover, what and how many resources we have ...
But let's go with order.
As we have already mentioned, the use of content always happens more through PC, smartphone e tablet, a trend that has forced a change in the logic of planning in advertising spending by companies.Today over 60% of smartphone users in Italy watching videos on your device and also increases the time taken to inform themselves through Social Network, mobile applications and web portals. Reasons that led digital advertising now represents a share of more than 26% of total investment in advertising.
Among the main benefits that digital channels offer advertisers with, stands out the ability to create data-driven campaigns, ie able to be targeted in a precise and dynamic, providing a certain level of interactivity with users and be able to really be "measured" in terms of performance. Identification is l'audience segmentation, measure and analyze the results remain the essential priorities within the strategies pubblicitarie.Una digital revolution which, however,, data and documents in my hand, It failed to "retire" the tool maybe simpler but more immediate marketing tradizionale.Il flyer. Today, in 2017, the flyer is still a popular and effective means.
This is because the flyer knows no boundaries, It is delivered directly into the hands of the user and can be consulted by anyone: young and old, men and women. Contrary to the information that can be displayed on a PC or a smartphone, the use of which requires a specific knowledge, the handwheel makes simplicity its strength. An advertising campaign that involves the use of flyers, however, must have in mind some points. First, we can not overlook the fact that we are communicating to diverse audiences and not targettizzato. And 'therefore essential that what we offer is clear, graphically flawless and strong communicative impact. Relying on an agency that can take care of every aspect of advertising is key. As we told the audience it addresses a flyer is by definition how much more heterogeneous might exist.
But if we want to maximize our efforts and increase the conversion rate must carry a message, containing a call to action studied, as much as possible addressed to a specific group of users. Promoting a product, event or service, avoiding being too generic or scattered and a little trick that will improve without a doubt our marketing campaign.
Once the work completed by back office, have structured a written message, She tied him to a graphic design studio, have printed our product, it is time to spread our message in the areas that interest us. To get a good distribution, and then reach the goal prefix, contact is critical to an agency of advertising planning and distribution which will study the times and the ways to get our message successfully. But back to the first question that we asked ourselves. ..
It is better to bet on a digital strategy or commit resources and time to develop advertising plans on paper?
The answer will be even more than before IT DEPENDS.
Our advice is to structure a commercial communication which can and knows how to take into account both sides of the coin.By combining digital marketing and direct marketing you can reach a wider audience and get a return on investment.