Online advertising is a component of media exchange that many businesses employ as a crucial strategy in their marketing campaign. It’s understandable too when you consider the entire amount of time that a consumer is dialled into the internet through one device or another. While this is definitely a viable form of marketing it does carry with it certain risks that other forms of advertising steer clear of.
Do You Trust It?
As internet ads are becoming more and more tailored to specifically suit search results, consumers aren’t necessarily buying into it. For a large portion of consumers the very notion that the internet is somehow tracking and monitoring different online activities and searches is a very horrific concept. Not only is this seen as a violation of personal space but it can have a counter-effect of deterring consumer trust.
Instead of seeing the advertisement as thoughtful and relevant, consumers are actually tying their emotional response of having their privacy invaded to the product that is being sold. Because of this, certain individuals are more likely to view an advertisement with very little regard and if anything avoid the product or service completely.
Is the Quality There?
Before digital media, more time and specific detail went into marketing campaigns. Small businesses couldn’t afford to simply flood the market. Now that the possibility to use social media and other free means of advertising are so readily available and user-friendly, the quality of certain marketing campaigns have become so diluted and astray that often times advertisements border on being completely absurd or even abrasive.
This is not to say that digital media is horrific thing. In fact, it still is and will continue to be one of the smartest ways to garner the largest audience. But businesses need to ensure that their advertising campaign upholds the integrity and mission statement of their business. Because of the large audience that digital media reaches, a really poor campaign can easily bring sales to a screeching halt.
Turn Back the Clock
As the bulk of media exchange resides more in the digital ether, an emerging marketing trend to help certain niche businesses to succeed is to turn their attention back to traditional advertising. Using a more hands on marketing approach, such as printing and distributing leaflets, has allowed businesses to contact consumers in a more intimate manner than digital media allows.
One of the crucial aspects of leaflet distribution plays into consumer trust. Unlike digital media, which can be poorly written and is practically everywhere, a printed leaflet garners a certain amount of trust instantly. It is tangible and familiar. Consumers trust what they know.
There are also still a large number of middle-aged and older generations that grew up in a time that was long before internet and smartphones. While younger generations exhibit a large spending potential there are many services and products that simply will not appeal or be relevant to that bracket.
A Little of This and a Little of That
Successful businesses understand their target audience and will take note to try the best to expand their reach by utilising a variety of media channels. There isn’t one specific route that will be the best. To simply do all media through the internet leaves a large canyon between a company and a vast amount of potential clients. The same holds true in reverse.
Companies that have turned away from using any sort of social media and digital marketing quickly lose their face time because they simply aren’t offering it. The social media big bang has given people an enjoyable way to share the things that interest them most. If a small business doesn’t provide the means for customers to share their information than they are leaving the branding and image completely up to word of mouth.
No matter whether a company prefers traditional marketing or a more contemporary and digital approach, the simple fact remains that in order to be as successful as possible with a marketing campaign it is important to utilise a variety of means. Use social media, but don’t give up on the leaflets either.
Featured Image: Creative Commons – Attribution by Affiliate Summit
Article by Paula Whately
Paula Whately spends most of her time operating a small bakery and has found that while the internet has helped spread word of her shop the leaflets she distributed brought in a whole different crowd. She left leaflet distribution up to www.leafletlondon.co.uk so that she could keep her personal staff busy in the bakery.