Print Media: Advantages
1. TANGABILITY!There is something to be said about actually holding something in your hand; whether it’s a magazine, newspaper, brochure, or an envelope with your name on it (with the exclusion of bills). That physical touch causes a lasting reaction for the audience. It presents them with something they can reference later. Can you pin digital media to your bulletin board or the side of your fridge? I think not.
2. Print media presents fewer distractions than digital mediaThe audience reads the message without thinking about clicking on something else or having the distraction of a flashy pop up ad. This gives the audience a higher chance of becoming more engaged in the content. Higher engagement leads to a better understanding of the message.
3. Print has a longer life than digitalA magazine can stay on a coffee table for a month (or longer), while digital media is gone in an instant with just a click. The consumer has access to print content for as long as they keep that content, and while digital content is still accessible, it’s not sitting readily on that coffee table.
Print Media: Disadvantages
1. ReachPrint only reaches a limited audience. The Internet and social media are capable of reaching the entire world. This is a huge disadvantage for print. Take the phonebook, for example. Distribution of the phonebook is limited to a local audience. If you are a company in New York and you want to look up the phone number for a company in Atlanta, your local phonebook will be of no help. Google, on the other hand, has you covered in just a few clicks.
2. Paper is cumbersomeIt piles up, creates clutter, and can become unmanageable. In a world where people pay for professional organizers to sort through bills and paperwork dating back 20 years, your audience may not want more paper to add to the mess.
3. Print media takes time to get to your target audienceYour audience craves the latest, most relevant information in an expedient manner. By the time the audience gets the message in print, it may be outdated. Unlike digital media, print can’t update every minute.
4. Paper cutsWe all know that pain.
Digital Media: Advantages
1. Digital media is a two-way streetBy utilizing digital marketing, companies can tailor their message to their audience and receive instant feedback. Through social media, it is easier than ever for large and small companies to understand how their customers feel. It’s simpler to comment on a company’s Facebook post than it is to write and mail a letter with the same message.
2. The world is your oysterDo you want to get a message out that anyone with an Internet connection can access? Digital media offers marketers the ability to relay their message to anyone, anywhere, at any time.
3. There are so many platforms to reach your audienceWebsites, blogs, social media, cellular phones, online ads, and direct marketing are all accessible through digital media. Some of those options are even free!
Digital Media: Disadvantages
1. The Internet is hugePutting your content online through digital marketing is like putting a needle in a stack of nearly identical needles. Your audience could find what they want from a competitor before they even notice your message. Your content could easily become white noise on the Internet and get lost on the second page of Google if you don’t hone your digital marketing skills and get creative.
2. Updating digital media can be arduousTo remain competitive with others in your industry, your content needs to be up to date at all times. Creativity is key to attracting attention to your content. Constantly coming up with new and interesting media is a full-time job.
3. Social media can bring about negativityNot everyone is going to like your company or the content you are producing. Social media gives your audience the opportunity to say anything negative they want, for the whole world to see. This could get ugly if you don’t know how to handle the situation in a tactful way. So how can you use this information to your company’s advantage? Let’s think of it this way: could print’s decline be its own salvation? As companies veer away from print media, what better way to differentiate your content than to go against the technological flow and actually send out a postcard? How inspired! By using print, you will reach your target audience directly and deliberately. This could create a meaningful connection that could increase your audience’s trust and allegiance to your company. Using both print and digital media to your advantage can help you tailor your message to any audience you want to reach, both limited and broad. Though digital media seems to be at the forefront of marketing and advertising, do not be fooled. Gutenberg would be pleased to know that print still plays an important role and it isn’t going anywhere anytime soon. What do you think about the future of print? Post your comments below!