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1. How useful are digipacksandprintsinanonline markettoday?
Online marketingisthe promotionandsale of productsandservicesoverthe internet.Itisalso
knownas “online advertising”,“internetmarketing”or“e-marketing”.In the 1990s there wasan
introductionof online marketing - online marketersbegantooverpostandfloodinternetgroups
and emailswithjunkmail –spam.Viral marketing(amethodof marketingwherebyconsumersare
encouragedtoshare informationabouta company'sgoodsor servicesviathe Internet.) hasalso
become increasinglypopular.Companiesnow make use of videoadstomarketa productor service.
One popularexample isthe OldSpice video.ithasover45 millionviews.Social mediaisanother
formof online marketingand it’sa social tool forcommunicationsandnetworking.Itisalsoa form
of free advertisingmuchcheaperandlesstime-consumingthendistributingposters. One major
benefitof onlinemarketingisthe immediate publishingof informationandcontentthatisnot
limitedbygeographyortime.
However, digipaksandprintsare still useful andhave thingstoofferthatan online marketcannot
alwaysachieve.
Why we still needprintadvertstoday?
Target Marketing
Placingadvertsinmagazinescansuccessfullyandcostefficientlyinfluence niche audiencesthat
couldbe tough to targetonline.
Standsout againstonline marketing
Online marketingcanoftenbe irritating. E.g.the advertsbefore YouTube videos.A huge gaphas
grownin the marketof businessesdistributingprintedmarketingmaterial.There islesscompanies
puttingadvertsinmagazines,howeverpeoplestillreadmagazines;soitis still aformof gettingtoa
mass audience.
Maximisingexposure andmore engaging
Printadvertsinmagazinesare highqualitymaximisingexposure andcreatingalastingimpact –
material caneasilybe passedonto someone elseandthe customercanchoose whentheywantto
interactwiththe print(itis quickertotake a print outof a bag to read thentype online the advert
that theywantto lookat; if there isan advertonline the consumerisforcedtolookat it rightthen
and there.) itisa disruptive technique.Itisdefinitelymore engagingtobe able tofeel the advert.A
studyshowsthat people readdigital screentext20% – 30% slowerthanprintedpaper.(Alshaali &
Varshney,2005). Consumersfeelmore engagedwhentheyare readingprintedmaterial unlike
websiteswhichpeoplegenerallyskimover.
Credibility
The internetisnotalwaystrust worthyandconsumersmightnotalwaystrustonline marketingthis
isbecause of the massscammingback inthe 1990s and pop-upsandbanneradvertswhichcan
increase fearof viruses.Printismore reliable due tothe legitimacyandthe credibilitythat itoffers.