Over the last few years, digital advertising platforms have soared and become a huge success for many businesses. The popularity of print media for advertising has diminished over time, causing many people to wonder whether it is a dead advertising avenue.
Web marketing has become a norm and is slowly overshadowing the traditional advertising methods. Facebook, Twitter, Instagram, LinkedIn, and YouTube are the most popular online channels, hosting many users daily. These channels play an important role in attracting consumer attention and reaping new traffic.Â
The print media decline
The general rule of thumb is that media becomes obsolete to pave the way for new developments in any industry. For instance, telegrams were replaced by telephones and electronic media has now replaced print media.
The world is shifting from the revolutionary creation of the Gutenberg printing press. Advanced forms of delivering information to existing and potential customers are making businesses withdraw from print advertising.Â
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Reduced interaction of print media
Print media constitutes physically printed content, including newspapers, magazines, brochures, and flyers. It targets business customers, consumers, and other prospects. Technological developments and the emergence of web advertising are causing businesses to shift from this traditional media.
Advertising is not just about telling the customers what to buy. It is a means of engaging with them by looking for ways of solving their problems and getting their feedback. Print media does not provide room for great user interaction, so brands prefer digital media because it is interactive.Â
As opposed to electronic media, and more so, the internet, print media does not reach a massive audience globally. Print media is limited to a particular city or area. In contrast, the content that is published via electronic media can be distributed globally.
Businesses are seeking global expansion and so they consider print media insufficient and irrelevant. Online content is easily accessible to anyone as long as they have an internet connection.Â
To reach more customers, print media firms opt to distribute content electronically and use the internet for content publication.Â
Using print media to advertise a technology product may be ineffective than web advertising because a newspaper may have less audience. Young people who grew up with no print media exposure are more likely to be engaged online than with newspapers or magazines.Â
Print media cannot allow businesses to set their preferred advertising budget or their campaign length. Print audiences are found across demographics and this complicates the process of targeting and retargeting.
With digital media, it is easier to set the advertising budget and create content targeting a particular category of customers. The strategies of digital marketing like the Facebook ads allow advertisers to tailor their ads for a particular audience according to their gender, age, interests, and location.Â
Difficult to track performance
After spending a particular amount of money on print advertising, there is no quantifiable way of evaluating its performance in terms of return on investment. It is all about paying the media company and waiting for results that are not initially predefined.
Businesses are looking for ways to track their marketing campaign by leveraging digital marketing. It is easier to assess the number of clicks, impressions, and the contribution of the marketing campaign to ROI.Â