Before Google, there was print. When I first started in advertising, our only recommendation was print. If you wanted to reach people, you bought print ads, reserved billboards, and sent out direct mailers.
In the late 90’s, however, the internet arrived for public use, and digital marketing steadily grew in popularity. Many of our clients felt stuck – their advertising budgets remained the same, but they felt forced choose between two seemingly competing strategies.
During this time of advertising metamorphosis, I served as the chairman of the American Heart Association’s Dallas task force. My team advised them to go with an integrated print / digital campaign in order to effectively reach the Hispanic market. Our research indicated that Hispanics who immigrated from Mexico or Latino countries relied heavily on print, while younger Latinos who were born and raised in the U.S. migrated to digital advertising.Therefore, it was best to have both platforms.
The same remains true today. My company now primarily creates mobile apps, but we still advise customers to use integrated campaigns. Print is excellent for canvassing and reaching large numbers, while digital and social media can provide deep connections with a smaller yet highly accurate target market. Don’t get suckered into the fallacy of thinking advertising is either/or. Print and digital are complementary, not competitive. By using the best of both methods you’ll have wide reach, deep connections, and an excellent return on your advertising dollars.