Email campaigns, on the other hand, cater to a large volume of potential customers for a cheaper price, but the conversion rate is lower because of the sheer fact that many email account holders are able to de lete an advertising email without ever seeing the actual ad housed within the email.
DIGITAL MARKETING VS PRINT MARKETING CAMPAIGNS: IS CHEAPER ALWAYS BETTER? In today’s economy, saving money on marketing campaigns is usually a wise approach but it must not be accompanied by overlooking conversion ratios. Companies more and more are utilizing quick, cheap and easy digital marketing campaigns such as email promotions to save money rather than going with more traditional printing marketing campaigns. At first glance it seems like a smart investment… you are saving money and contacting a higher volume of potential customers. But, does cheaper always mean better? The simple truth is traditional print campaigns are “traditional” for a reason; they are better able to reach and impact the audience they come into contact with. WHY DO PRINT CAMPAIGNS HAVE A HIGHER CONVERSION RATE THAN EMAIL? Commercial printing campaigns have a higher conversion rate than digital email campaigns due to the fact that prints such as direct mailers, banners, posters, brochures and the like are more often than not in line of sight and notice of a potential customer. If you have ever gone through your junk mail, you know that a particularly visual and high quality ad will draw your attention, making them very effective in creating interest in the product or service. Email campaigns, on the other hand, cater to a large volume of potential customers for a cheaper price, but the conversion rate is lower because of the sheer fact that many email account holders are able to delete an advertising email without ever seeing the actual ad housed within the email. Anyone who has an email account knows that emails come in daily in the multitude and many potential customers pay most attention to the emails that are from people they know, making it much harder to get them to open the email message and view the digital advertisement. Of course, one must also consider spam and junk email filters to contend with. THE VALUE OF PRINT CAMPAIGNS OVER EMAIL CAMPAIGNS There is value in email campaigns because yes, they are cheaper and contact a larger volume of potential customers. However in relation to print marketing campaigns, email just doesn’t compare. Prints such as brochures, direct mailers and posters from a quality printing company allow you to reach more people effectively because they simply draw more attention and are seen by more people. Of course, the disadvantage is the higher costs involved and this must be examined and kept in context of the higher conversion ratios. A high quality poster can be visually captivating and draw the eye from even thirty feet away because they are visual works of art (potentially) that require you look at them even for just a moment or two. Simply put, print advertisements still have their value in an increasingly thirsty business world because when push comes to shove, prints are more effective at bringing in new business revenue and creating brand awareness. Even better than print advertising campaigns or digital marketing campaigns, are cross media marketing campaigns that combine the two to effectively reach an amazingly high number of potential customers across a large variety of media options. Utilizing the unique benefits of both advertising and marketing campaigns can help to create value and profit for a business for many years to come.
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