Print, the place where society once sourced their news and information from has taken a back seat to online platforms, which in today’s society serve and feed our hungry, technology obsessed world.
Organizations look to advertise via social media instead of print because of the audiences and large demographics they can target and capture in a matter of minutes, without outputting a lot of energy and money into their product. A digital ad can be interactive and memorable, and as avid users of social media we often are more likely to see advertisements online than in the paper. “Digital advertising is also particularly helpful for generating useful marketing information,” it can be used to track trends of the audience its targeting, and how many people view their certain campaigns etc.
Print however can still be used as a reliable advertising source but for a different demographic. Print in particular appeals to localized organizations that can continually circulate what they put out for their readers to see. It is considered more expensive because print charges a flat out rate, and may not target its readers as effectively as an online ad would because of where the ad maybe placed, or the relevance of it. Print is also a good source of advertisement in terms of sourcing jobs etc., because anyone can afford a newspaper, but not everyone can afford a phone, laptop, or any other form of technology that is used to reach online advertisements.
The online vs. print advertisement campaigns differ and depending on what audience one wishes to reach they both can be effective in their own manner I believe. However, living in a virtual world, and with technology rapidly improving its ability to generate new sources of information and tools, organizations should definitely look to use this cost effective strategy to advertise. Money drives business, and saving money, whilst targeting a mass audience of consumers is a strategic plan for organizations to encompass.