digital advertising

Paper Marketing vs. Digital: How Paper Beats Online Ads

Because we get the majority of our data from cell phones, computers, and tablets, digital marketing seems to run the advertising world. However, the advent of digital ads do not mean paper marketing has no power. In fact, paper marketing actually has several advantages over digital.

Here are many benefits of paper vs. digital marketing.

Touch

Tangibility immediately creates a stronger psychological response in the reviewer than digital can. It triggers brain activities in areas tied to value and desire. More interesting textures such as foil and varnish or type of paper can also heighten a sense of ownership.

Engages Other Senses

For example: paper rustles, engaging sound, and can carry its own scent to stimulate memory later. Also, touch marketing uses textures and various finishes to engage this sense for a company’s benefit. Thus, the brain will automatically interpret paper marketing as more “real” and give it greater meaning. Paper marketing will also be better connected to memory by using these senses.

Memory and Recall

A study performed by neuromarketing firm TrueImpact proved that physical marketing better engages memory. When naming a brand, the participants who had seen the paper marketing for that company had 75% recall rather than 44% from the subjects who had seen a digital ad.

Time

Paper and physical marketing has a higher review time than digital marketing. Hanging onto a postcard or catalog stimulates the brain, and if the content is engaging, it will be harder for the recipient to pull away.

Also, paper has the benefit of not being as obnoxious as many pop-up video or audio ads. These can make a viewer close them down as quickly as they appear on-screen. Handling paper won’t make a reader want to put it down just because the colors are too bright.

Boosting Other Media

Combine print ads with television or digital advertisements during a campaign. People will be better able to recall these other messages if exposed to a postcard or newspaper ad as well. They will also be able to associate your brand better between the messages.

The Best of Both Worlds

Though print marketing may be most effective for your business, don’t neglect your digital advertisements just yet. Using print ads effectively for brand marketing and strengthening memory will ramp up your digital sales. Many viewers will hang onto a catalog or card more, but place the order on their computer or mobile phone. They’ll also use their devices to search for items or deals not included on the paper marketing. Paper and physical marketing can do more for your brand and business than you might expect, if you only let it.

Let Divvy quality printing help you create the most effective marketing tools! Contact us below for a free bid.

5 Reasons Why PPC is a Must For Your Business

PPC advertising, otherwise known as SEM (Search Engine Marketing), is one of the fastest growing and cost-effective methods of advertising online. I am a strong advocate of PPC and believe the rewards greatly outweigh any doubts or concerns you have with the risks associated. PPC, if done correctly, can be the most profitable marketing channel for your company. Most PPC is done using Google Adwords, so I will base these suggestions off of what Google has eplained. Here are 5 reasons why PPC can help your business grow unlike any other platform.

 

1st Page Exposure

PPC is the fastest and easiest method to getting on the first page of the search engine results page (SERP). If your website doesn’t appear on the front page, or even within the top 5 placements on the SERP, you are not going to have a consistent amount of online traffic. Your advertisement placement is based on Ad Rank, which is graded on two criteria: quality score and your bid amount. Your quality score is determined by your expected click-through rate, ad relevance, and the landing page experience. Your bid is in your control. Google has a suggested bid on their Adwords site, but only use that number as a reference. If you want to show up on the first page or the the number 1 or 2 spots, you will most likely have to bid more. There is no definitive bidding strategy that will guarantee those top spots, but if you are just starting out with PPC, it will be best to bid high for your selected keywords and adjust your bids later. Initially bidding high will give you a higher chance of showing up on the first page and that will not only add value to quality score, but will also get more traffic to your site.

 

Pay for Clicks

The most advantageous aspect of PPC advertising compared to other platforms is that you only pay for the clicks, not the impressions. Your ad could show to 1,000,000 people on Google, but if only 1,000 of them click on your ad, you only pay for those 1,000 clicks. On top of only paying for clicks, you have the power to limit your budget to a certain amount of money per day so that you don’t go over your online marketing budget.

 

Targeted Ads

Wasting ads on customers who aren’t looking for your products or services is probably the most frustrating aspect of online advertising. The benefits of using Adwords is that you can modify your keywords to include certain variations and exclude the detrimental variations.  The types of keyword variations you can make on your keywords are exact matches, phrase matches, modified broad match, broad match, and negative keywords. These keyword modifications will help you develop an efficient Adwords campaign over time, you just need to look at your data and see why certain keywords are performing poorer than others. If you want to read up more on keyword modifications, click here.

 

Tracking

As your ads show more and your Adwords account gains more information over time, you will be able to integrate that data with other online advertising platforms such as remarketing and social media advertising. Using your data from your PPC campaigns to track your customers and know their buying behaviors is critical in today’s digital world. Without an understanding your customer’s online behaviors, targeting your current customers and finding new customers is merely a guessing game, which can prove to be unsuccessful. Successful companies will use this data to make smart and educated decisions in their marketing strategies so that they can maximize their profits.

 

Control

With Google Adwords, you are in control. You get to control your budget, your audience, the network you want to display ads on, etc. You have control over how you want to display your ads and you can test to see which ads or variations of ads are the most appealing and effective for driving conversions. You control what time of the days your ads will show and you can even target specific geographical locations so that you can reach the right customer at the right time. PPC advertising is all about you having control over your campaigns so that you can fulfill your marketing needs.

 

How to Start Your Own PPC Campaign

Starting your own PPC campaign[s] is really simple. If you have a Google account, you can start. I would advise you to not starting PPC unless you have studied up on PPC and have some knowledge and background in it. There are plenty of sources that provide study material, including Google. Study and, if you are feeling ambitious, take the Google Adwords Fundamentals exam to test your knowledge. If you feel like you don’t have the time to study up on PPC, then I would advise you to to either hire someone who has the experience and knowledge you need or to find an agency to do it for you. The start of your PPC campaign is the most critical time of the life of your campaign because it will determine right off the bat if you will or will not rank high for your keywords in the future.

 

Need help?

If you didn’t understand a word that was said in this blog, fear not! Here at Divvy, we have all of the resources and tools you need to have a successful online presence. Fill out the form below or call us at (801) 224-8666 and start experiencing the Divvy difference today!

 

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Which one lands the biggest catch? Print vs Digital Advertising

It may seem obvious, but print and digital advertising are very different. Why make the distinction? Because businesses need to understand that they each come with a unique set of advantages.

Print

Print advertising is similar to fishing with a fishing pole. You find a place you’re fairly confident will attract a few fish; plop the bait into the water and wait to see if you’ll get any bites. There may be a lot of fish that see that tasty bait, but only a few that seize it. At the end of the day, all of your patience may only get you a few fish, but that’s the risk you take when you fish with bait.

Print ads are like your bait. You put them in a high traffic area and hope it will inspire your audience to act. The right ads will get a good response, and most print ads do because people like the gentle enticing’s of print advertising.

While digital ads are invasive and inconvenient, print ads gently guide your audience to the product or service. They are most effective in and around stores where they can capitalize on impulse buyers who jump at a good offer.

Digital

Now imagine you have a net, and you’ve found a school of fish. You lower your net into the water and start to pull up a massive catch. You’re certain that you’ve caught them all, but as the net breaks the surface, you realize that you only have a fraction of what you predicted. You didn’t realize that most of the fish avoided the net in the first place, and then more than half of the fish in the net escaped as you were heaving them out of the water.

Digital advertising can bring in a lot of new business, but new customers can be elusive. Like fish dodging a net, many online advertisements are ignored. Those that do click on the advertisement may still change their mind, but there are always at least a few who end up making a purchase.

What kind of fish do you want to catch?

With digital advertising you will almost always make a sale. It may be just a few, but the statistics are in your favor. Print advertising cannot compete with the masses online, but when it does lead to a sale, those new customers are typically more loyal to that business.

Which one lands the biggest catch? That’s really not up to us to decide. It can vary from business to business. If you need help developing a print or digital advertising strategy, contact us at Divvy.