So, is traditional advertising still effective – or should we leave it in the past?

With the surge of the digital age, we, as humans, have come to leave many things in the past. Remember landline telephones? Remember good old-fashioned typewriters and fax machines? As technology has taken over, so have digital forms of once-loved products. So, what about old-fashioned forms of advertising?

In this post, we’ll discuss whether traditional advertising is dead or still clinging onto relevance in the marketing industry, including a digital vs traditional advertising discussion and future predictions. Let’s jump right in!

Traditional advertising is dead: yes or no?

So, is print advertising a thing of the past? Whilst we have left many traditional items in the past due to their lack of efficiency, the truth is that print advertising is still very relevant – and very efficient – today.

After all, many sources like Forbes have argued that print advertising can be a very impactful way to reach target audiences. Print offers a tactile experience, meaning that people may be likelier to read print more carefully than other mediums and are, therefore, more likely to retain its information.

If you’re not yet convinced, my independent research study on humour in advertising focused solely on print advertising, showing results that print had the ability to enhance awareness, engagement, and recall of a variety of products. Check it out and see what you think!

Traditional advertising vs digital advertising – which is better?

Every different type of advertising has its pros and cons, and digital and traditional advertising are no different. While digital adverts have soared in popularity due to their trackability and affordability, traditional print holds power in many forms. Let’s consider why in a breakdown of this digital advertising vs traditional media debate.

• Less competitive

Let’s face it – with the rollout of digital advertising, it’s no surprise that print publications have seen a decline in advertising revenue. However, this has led to a reduction in print clutter. With this in mind, this traditional advertising form may be given a golden opportunity to stand out in its unique non-digital form.

• Tangible presence

Print advertising also offers a physical presence that digital advertising just simply cannot replicate. Whether the print is in a newspaper, magazine, or anything else, your audience can hold and touch it in real life, which could create more of a lasting impression than something you scroll past on Instagram.

• Credibility

In this digital vs traditional advertising debate, we have to nod a head towards credibility. Whilst advertising is notorious biased and always trying to sell you something, it automatically becomes more trustworthy when printed in respected publications. It can even boost a brand’s reputation amongst consumers (who would have thought it?!)

• Shelf life

You may easily forget that print adverts actually have a longer shelf life than digital adverts – prints can linger in the flesh in homes, offices, waiting rooms, and other public spaces, offering repeated exposure to a brand over long periods of time.

• Local targeting

Ever seen a print advert for something happening in your local area? Print advertising generates an impactful way to reach local customers and drive foot traffic to real-life locations.

Is traditional advertising dead in the future?

Of course, the future and ever-evolving forms of digital media will continue to steamroll the advertising industry. So, will traditional advertising still be effective in years to come?

Well, considering the strengths we’ve covered above, print advertising continues to play a critical role in reaching and engaging target audiences in pretty meaningful ways. Just because traditional advertising differs from digital media, this doesn’t mean it lacks its own unique strengths to hit all-important business objectives.

However, print advertising does seem to come with its own set of drawbacks – just as any form of medium does. It can be expensive, slow to get results, and tricky to communicate messages in a singular, still piece of paper.

Enter multimedia mix.

Many brands adopt both traditional and digital advertising forms, enjoying the best of both worlds. If your budget allows it, merging the wonders of print and digital could be just the solution you’ve been looking for. Why not add a QR code or brand hashtags to your print poster? Why not share your print on social media? The possibilities are endless!

Want some help with digital advertising or traditional media?

Whatever form of advertising you’re after, I can help you craft the content you need to succeed. Whether you need a script for your TV or radio advert, a funny one-liner for your billboard, or a fully-fledged poster design, get in touch and see what I can do. I’ve not said goodbye to traditional advertising – and neither should your brand.