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Comparison of digital vs Newspaper advertising

Why is digital Advertising so huge now?

Just about everyone on the planet has a smart device in their pocket, and we all know they’re used constantly. That’s the first piece of undeniable evidence of digital dominance in our daily lives.

What makes these devices so powerful is they’re connected—24/7—online, to powerful search engines, social media channels and everyone they know. This gives each person up-to-date information on anything they want.

Ask yourself this question

Who, with all this information at their fingertips, does not want to seek more information on products they want to buy or services they want to engage with?

Then ask yourself this question

When was the last time you looked up a product or service on the Internet?

We all do it frequently. How do we know? You and just about everyone you know uses Google, or they are buying something online and checking on prices and product info.

You can see on any day people asking for recommendations on Facebook for services or products. You can even view how many people are searching Google for any service. In later posts I’ll go into these points in more detail.

Australian advertisers continue flight to digital

Online now outpaces all other advertising in Australia 1

The Sydney Morning Herald, Jennifer Duke

WIN Shuts down 5 newsrooms as regional broadcasts struggle

“Changing content consumption habits and increased competition from digital content providers, that don’t face the same regulatory conditions that challenge traditional media, has led to a reduction in demand for local news bulletins in these regions,” 2

A WIN Spokeswoman Said

Like it or not, there are good reasons for the reduction in traditional advertising services. Let’s do a quick comparison with regional newspaper adverts and compare with advertising locally on Google.

Problems with Newspaper Adverts

  • Made a mistake in your ad copy; can’t change it until the next issue.
  • Not happy with the results; you can’t easily work out why they’re so bad.
  • You don’t know how many people viewed your advert.
  • Are you getting the reach in your advertising that you are paying for; there is no way of finding out?
  • You can’t work out what the readers find most interesting in your adverts? You ask, of course. But you can only do this if they contact you.
  • Readers can’t easily share your advert with someone else. They can tell someone, but that message, phone number, etc can be misunderstood or quickly forgotten.
  • You can’t target people that are interested in your service or product. You can add yourself to the trades section, but your audience and the content you can add are very limited.
  • You can’t target specific groups of people, like seniors, or women between 25 and 40. There is just know way of doing this with the local newspaper. You would need to find a publication that targets that demographic.
  • You can’t target people that showed an interest in your advert, but did not buy? There is no way you can find this out without talking to the potential customers that viewed your advert.
  • You are typically relying on people to call you on a phone number. How many people do you see talking on their smart phones? What if you can’t take the call? Do they call your competitor?

Google fixes those traditional media problems

  • Made a mistake in your ad copy? It can be fixed in seconds.
  • Not happy with the results? Everything is tracked with analytics; making it easier to find out what worked and what didn’t.
  • You don’t know how many people viewed your advert? Because everything is tracked, you will know how many people viewed your advert and how many people actually clicked your ad.
  • You can’t work out what the readers find most interesting in your advert? As everything is tracked we can see what they clicked on and even if they scrolled down the page and which buttons they clicked and which pages they viewed and for how long. This helps us to double down on what your potential customers find most interesting.
  • Readers can’t easily share your advert with someone else in a paper advert. Sharing your advert or content online is only a click away for the viewer to connect with their social feeds and networks.
  • You can’t target people that you know are interested in your service or product with a newspaper? With Google, you can. Your advert will only appear to people who are searching or have an interest for what you are promoting. These people have already made up they’re mind up on what they want, they’re now just trying to find the right provider.
  • You can’t target specific groups of people, like seniors, or women between 25 and 40? This is fairly easy to do with digital advertising. 3
  • In a newspaper advert, you are typically relying on people to call you on a phone number. On Google you can give your potential customer several ways to contact you, so they can send their message and tick that off their to-do list and move on with their day.

Summary

This post illustrates why advertisers are moving away from traditional media advertising. If it was working; they would be investing. Digital is working for many advertisers and their clients, and that’s why it is growing so quickly. If you are unhappy with the results, you are getting from your traditional media adverts contact us to discuss how we can advertise your business on Google.

References used in this article

  1. Australian advertisers continue flight to digital, Jennifer Duke,
    https://www.smh.com.au/business/companies/australian-advertisers-continue-flight-to-digital-20180327-p4z6jc.html
  2. WIN shuts down 5 newsrooms as regional broadcasts struggle, Jennifer Duke, https://www.smh.com.au/business/companies/win-shuts-down-five-newsrooms-as-regional-broadcasters-struggle-20190619-p51zdz.html
  3. Google demographic targeting, https://support.google.com/google-ads/answer/2580383?hl=en
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Authored by, Ian Mackenzie
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Ian Mackenzie

Photography enthusiast, Tech Blogger, Digital Marketing Consultant, Web Designer, Public Speaker, and unfortunately a very ordinary golfer—at the moment.

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