Online advertising is the new phone book.
As the world consumes iPhones, iPads, and iPods at a rapidly accelerating pace, it appears we are moving to a paperless society in which your product or service will need to be advertised through magic screens and megapixels to maintain market share. Just don’t go investing every penny of your marketing budget in online advertising just yet… and here’s why:
Marketing should be a multi-pronged approach to reaching your target audience.
Business cards have been used since the industrial revolution, while the phone and fax were essential tools to advertise and communicate for the past sixty years. As we enter the digital age, websites, QR codes and social media are enhancing methods of transmitting information and should complement, not replace your current marketing efforts.
The majority of consumers are looking online to research products and compare pricing, they may not be ready to purchase- or comfortable making every purchase from their home computer.
While Applications such as Google Wallet are making it easier and more accessible to pay for purchases through your smartphone, people still have security concerns and limited access to the internet. Experts believe it will be another ten to fifteen years before buying habits shift more to the digital dollar than our traditional paper or plastic, which gives your business plenty of time to adapt.
Ad specialties and print media are tangible products.
One of the strongest senses for memory retention is touch; sending a personalized invitation is going to leave a more memorable impression than that online invite. There is still a very large percentage of consumers who have not joined the digital age, more who still prefer the traditional tri-fold brochure and business card for their Rolodex. (For anyone under thirty reading this blog, a Rolodex is what people used before cell phones became your address book!)
No matter what medium you are using to reach your audience, compelling and effective graphic design stands behind every offline or online advertising campaign. It is the difference behind striking an emotional chord with your audience or turning them off with an outdated or cluttered design.
Join us next time for tips on how to hire the right designer to develop your brand image!