Digital Advertising Produces the Highest ROI when paired with Traditional Media like Print

 In Digital Advertising, Multi Media Campaigns

I get it, online advertising is tricky.  It can be next to impossible to keep up. Google changes their algorithms practically every time you refresh your browser.  These days the newest form of digital advertising is moving faster than you can say  “content marketing”.  One second people are into one social media site and almost before you have finished reading your first hashtag, people have already moved on to something else. 

What advertising produces the Highest ROI?

While many of the newer forms of online advertising will come and go, traditional media like radio, print, and television continue to influence a great deal of sales.  Traditional media has been present in our lives for generations.  Americans as a whole, have always been and will remain, engrossed in media almost 24 hours a day.  It should come as no surprise that campaigns that couple digital advertising with traditional advertising (like print) almost always perform better than those that do not. 

The evolution of the internet has successfully created a growing level of competition for advertising. Online advertising connects, informs, and influences the world in a way that only traditional media was able to do only a few decades ago. Online advertising has changed the way we expect to receive information and inspires habits and expectations for the accessibility and abundance of fast news. Digital advertising is top notch at helping you keep track of basic data like impressions and clicks.  There is also no debating that they definitely drive massive amounts of sales. But, the thing is, if you only look at clicks and impressions you may end up missing out on the bigger picture of success: sales and return on investment.  

Digital Campaigns perform much better and have a higher ROI when paired with other types of Advertising

Studies show that digital campaigns perform much better and have a higher ROI when paired with other types of advertising.  In many cases because there is so much competition online, many of the ads are glossed over or missed entirely by their target audience. More surprisingly is that print advertising  specifically is the best type of advertising to blend with a digital campaign. In fact, 76% of small businesses say their ideal marketing strategy encompasses a combination of both print and digital communication. While most people go online several times a day and see ads each time, typically a person looks at a newspaper or goes to their mail box only once per day. While at first you might think this is bad news, it’s really not. It means that people take more time to review what they are looking at when they have carved out a specific time of day to focus on those things. As a result, they are more likely to focus on well done enticing print ads they see in say, USA Today, than their digital counterparts. In fact, USA Today readers have spent almost 2 billion on merchandise already in the first 3 quarters alone in 2015.  (USA Today  2015).

“Research from the US Postal Service indicates that most who receive direct mail advertising pay attention to it; households report that they tend to respond to about 1 in 10 pieces of direct mail. An International Communications Research survey found that 73% of consumers actually prefer mail over other advertising methods. And according to Research by Mail Print, 85% of consumers sort and read their snail mail on a daily basis, and 40% try new businesses after receiving direct mail.” (Marketing Profs)

No matter what type of media you are using, the key rule of thumb is to understand the habits of your core target audience and track your media and response in real time. Even though there is quite a bit more competition in the advertising world than there used to be, the best thing you can do is to make sure that you are consistently reaching your target audience no matter where they may be or what they may be doing.  Digital and print makes for a smart match.


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