In doing a business, advertising is definitely an important promotion tool to consider. Do not think too much. Stalls in a housing area for example, they can simply print brochures and distribute them to notice the residents around, so they’ll know there is a new shop within their area. With the start of the internet era, a lot of new advertising methods are also growing. Nowadays, traditional ads are beginning to be abandoned by switching to digital ads. Initially via email, then it expands to ads on sites, ads on Facebook, ads using Google word search and most recently, ads using social media like Instagram and Twitter.
In a study conducted by Trueimpact that compared the effects between print ads (brochures sent to addresses) with digital ads in the form of emails and advertisements on sites, proves that traditional advertising is not much worse than digital advertising.
Three things measured in this study are: the ease to understand the message, how effectively the ads persuade people, and how long the subject looks at an ad content. The result is that brochure is more easier to understand and remembered. When being asked about the advertised brand, 70% recipients of the brochure could answer more clearly compared to 44% of subjects who received digital ads.
The main advantage of digital advertising is the interaction, it is more measurable. For example, if a business owner puts some banner ads in their website, they can be tracked by how many clicks or how many people who opened the link. Even more details can be seen, including how many unique visitors by looking at IP address.
Traditional advertising cannot be measured in a very simple way as above. One way to measure it, is by surveying to the buyers, from where they know about the product, and etc. But to introduce a brand or a new product, traditional ads will be more beneficial and recommended because they are so massive that everyone will remember it.
A mature brand can take advantage of digital advertising to explore the market further, because digital advertising can be directed straight to the age, residence, interest, and so on. Digital ads can also increase sales. Brand new-to be known-product should use traditional advertisement for easy recognition, especially TV and Radio. Thus, the combination between traditional and digital ads is still required.
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