You are reading this 20-30% slower than you would have thirty years ago. Why? Because this is on a computer screen rather than in print. Research has demonstrated that that it takes a considerable time longer to read text online than in physical print, so is it really wise for businesses to move their marketing entirely into the digital realm?
How do we engage with websites?
Well arguably, we don’t really. Studies have shown that users don’t “read” websites so much as they scan them. Internet habits involve quickly clicking through links, rapid re-searching on Google and switching off as soon as your mind starts to wonder. After all if you haven’t found something you like there are millions of other websites which might have what you need. Users have no reason to waste their time reading or looking at content which doesn’t immediately satisfy them, even if sticking around for a couple of extra minutes would give them what they want.
This means that marketing in the digital world is a completely different game to print marketing, and if you make mistakes you could end up drowning in the huge sea of other websites who don’t offer anything more than you do, but who happen to have got the marketing right. This is why complementing your online presence with an offline presence has a lot of merit. Even if a user does stay with your website or click on your advert with studies showing that people are less likely to retain information from the internet, will your brand stick in their head less, since they can just come back and google what they found before to get to you. Do they need to remember who you are if you’re so easy to find online?
What advantages does print offer?
Of course you could simply respond that it doesn’t matter if they don’t quite remember your name; if they can find you so easily they’ll Google the same term will come back anyway, but the truth is brand loyalty and brand identity are still completely essential in the marketing world. The logo still reigns and reminding your customers who you are offline with brandish your identity into their minds and consolidate your online presence. Here are a few advantages that print offers:
Credibility: Living a life online is a really new experience. It is only in the past five to six years that we’ve started to communicate, share, shop and be entertained online. Radical changes have happened in no time at all and although we quickly get used to the latest social media site a lot of people are still catching up with the internet, even those who use it heavily. Showing that you exist outside the realm of the digital where both legitimate and illegitimate businesses reach us every day lets your customers know they can trust you and that you aren’t just spam, viruses or fraudsters.
Engaging: If you’ve got something good to say your potential customers are more likely to engage with it if you present it offline. A great marketing campaign would be consolidated both offline and online.
Less competition? As more and more people move their advertising online is this leaving a gap for the smarter advertiser? Less competition means more chance to make a big impact. Whilst your competitors may be off trying to perfect the right internet advert you might be best spending a bit of time on a great print campaign.
The world of advertising and marketing is certainly changing, but whilst others are off jumping on the latest trend of digital advertising it might be a good idea to step back and think about the consequences of putting all your eggs in one virtual basket. Chances are in the future a balance between print and digital will come to define the marketing world, so why not get ahead of the game and start striking that balance before everyone else turns round and remembers just how good the traditional print road is.
