A good media mix
15 April 2011
My day-to-day discussions with marketing teams within the IT sector clearly show that they are put under increasing pressure to justify how their media budget is allocated. Budgets continue to be cut and new media platforms continue to emerge, which means the decision to invest in print is being challenged to prove its return on investment. I agree that it’s important to evaluate a media mix but print advertising can help make sure you successfully reach your target audience, build brand awareness and effectively communicate the value of your products and services.
While online advertising can reach large numbers of people, the audience is much less targeted than it is with print advertising. Readers of print media tend to be more immersed in the content and therefore more receptive to the publication’s advertisements. A well-designed print advertisement can easily stand out and grab attention, making a more positive impact on decision makers than advertisements online and in emails, which can easily become annoying.
Various studies available on the internet have shown that print builds more brand awareness than other media. Magazine advertisement recall is much higher than that of online banner advertisements, reinforcing the power and value of print.
The key to most successful marketing campaigns is the ability to engage with your target audience and provide compelling content that prompts them to take action. Print advertising, when used as part of an integrated, multichannel marketing strategy, can do just that by reaching your customers and prospects in the most effective way.