Digital vs. Print Media

Nowadays, consumers are exposed to digital media at least as much as print. The growing prevalence of smart phones and tablets, and the wireless networks that connect them, mean that more and more folks will view media on a digital device. Of course, this also means more and more consumers will view advertisements on digital devices as well.

For marketing and advertising, digital media has several benefits. It can be less expensive than print media, depending on the details of each campaign. Digital campaigns can also usually be produced, launched, and updated faster than print.

Digital media can be interactive in several ways. A promotion on social media allows for marketers to communicate directly with consumers, using messaging, commenting, tweeting, wall posting, and other methods to answer questions and offer incentives. Users are also usually able to search for a digital document, or search within the document itself. A digital advertisement could also be interactive, such as a game or contest that allows for participation and further engages consumers.

Digital ads allow for relatively more control over exactly who sees them than print ads, so marketers can more easily target them toward specific demographics. Many digital ads can generate consumer information as well, offering insight over who exactly is viewing the ads. For instance, Google AdWords and Facebook Ads offer analysis on user trends and successful referrals generated by the advertisements.

This is not to say that print media is dying out – not by a long shot. Print media offers a more physical, tangible medium to consumers. It’s something folks can take with them. It’s more professional, more convenient, and just nicer to be able to give someone a brochure or business card instead of having to say, “Hey, let me email you real fast” or “Hey, go find me on Facebook real quick” every time you want to make a contact.

Print ads can also have a localized presence that’s much harder to achieve with digital media. Signs and banners can create attention and help consumers physically find you. Well placed posters, flyers, and other print media can be distributed within a community to help generate exposure and direct consumers to you. Plenty of consumers also still get information from print media such as newspapers and magazines.

So which one is better – digital or print? That’s a complex and nuanced question, but we think there’s really only one good answer – BOTH.

Each medium has unique advantages, so a good campaign should incorporate both digital and print media. The best ad campaigns utilize the right combination of media, depending on market size and scope, demographic targets, products or services offered, budgetary considerations, and other factors. Certain consumers are best reached on digital media, others still prefer print. The right combination of media channels allows for the best communication with your entire consumer audience, and also maximizes your campaign’s return on investment as well.

At O2 Creative we work extensively with both digital and print media. We can create the most innovative advertisements and get them distributed on the most effective media channels, whether it may be digital, print, or the right combination of both.

After all, the end goal isn’t simply to debate whether digital or print media is better. The end goal is to create a campaign that will be most successful for you.

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