Digital advertising is a big part of today’s marketing strategies, and companies need to have an online presence to attract customers and stay competitive.
Your creative agency should be able to make digital advertising easy for you, and be well versed about the technicalities of designing and programming for digital. It’s important to let your agency know the end use of your digital advertising because they will design differently for a Twitter ad then they would a website banner ad, for instance. The navigation/user experience also has to be taken into consideration in the design process.
When it comes to evaluating the pros and cons of print and digital, here are some points to consider:
- Print is static, and whatever design you put on paper is how it will stay, so you have control of how the final piece will look. Digital is fluid, changing size, shape, and layout depending on which screen/device/system viewers are using. The design can be changed frequently (images, messages, graphics).
- Print advertising has less space to get your messages across vs. a digital landing page or microsite, which can utilize scrolling and multiple pages to click through.
- Digital requires specific programming to ensure it displays properly in all browsers and devices for customers viewing it. Print ads, however, look the same in every magazine, billboard, or wherever you see it.
- Digital generally has wider reach then print, and has a call-to-action that is clickable for immediate action. Print also has a call-to-action, it just requires a little more effort on the customers part to make a call, type in a web address, or scan a barcode with their phone.
- Print ads and signage can have special effects such as embossing, foil, glitter, sound chips etc. Digital ads can include animated gifs, videos, links, social media feeds, interactive screens (great for kids’ content!), etc.
The bottom line for edutainment marketers is that print and digital advertising complement each other, so it doesn’t have to be an either/or choice.
One final thought: The media landscape is changing in many ways, one of which is the rapid growth of digital and mobile advertising. There is no going back to the “old days” of marketing prior to digital. Marketers must adapt to these new technologies to reach their audiences or risk being surpassed by competitors.