Marketing has changed a lot in the past couple of years, in every single possible way. The ideals are the same and the final target is the same: we need to sell certain products or services to targeted customers. However, we can choose to have a different marketing plan, based on what we believe to be more effective and what we believe to bring more results.
Let’s talk about traditional marketing. Traditional marketing, although not used by some companies anymore, was a very effective way to promote services or products. With traditional marketing, we can make use of banners, brochures, yellow pages, newspaper ads, posters, magazine ads and everything else people have used.
A large group of people still prefers the traditional methods, holding pieces of paper in their hands instead of digital devices that would display content on-screen. There are certain advantages of marketing by using paper.
Imagine the following situation. You are the owner of a brand new business, ready to promote the best house cleaning services in the area. You can go around convincing people with websites and testimonies online, because it wouldn’t be too effective. The fact is that if you use webpages, people won’t read anything what seems too long or boring. On the other hand, imagine that you have a folder with some brochures, descriptions and presentations, printed on high quality glossy paper in colors. Being attracted by the quality of the presentation, your potential customers will likely read through your offer description even after you’ve left and they will put it on the desk or somewhere nearby if they consider that they would be thinking about it. Of course, the same usually does not apply in the case of websites. If your potential customer looks at it as if it’s something to think about in the future, they will likely never return to visit your webpage again!
Brochures also target a specific group of customers, who can fold the brochure, put it in their pocket and then review the offer later at a more suitable time. Usually, brochures are spread during daytime in public places.
Modern marketing techniques target a numerous part of potential customers. People between the ages of 18 and 40 will more likely observe online marketing than traditional marketing. Think about the number of people who have internet connections. As long as an internet connection is there, all you need is a PC, laptop, tablet, smartphone or some other mobile device capable of accessing webpages. You know how inter-connected people are currently and you know how we like to share everything online.
Even more, a lot of Wi-Fi spots are available in almost any country worldwide, to serve as an aid for people who want to get connected during lunch time, coffee break or simple hang outs with friends. Thus, with online marketing you can easily target going international, going from place to place, without the need of printing any flyers, brochures or any other paper materials.
So, to conclude what we have been talking about, the effectiveness of the two marketing approaches is almost the same. Considering that most of the buyers are now moving towards online shopping and online search for all of their needs, there are better chances for a website to bring better marketing results than paper. However, for local businesses, traditional marketing is a lot more effective, while international or multiple-city businesses can’t miss having a website! Also, if you have decided to provide an online shopping possibility for your customers, then the modern technologies of marketing are meant for your business!
Also, if you consider your budget, having a website is probably thousands of times cheaper than printing brochures.