For the present-day businessmen it is certainly no secret that advertising is the backbone of every business. However, today advertising is not that simple as it used to be 10 years ago or had been even earlier. Nowadays, the first thing you need to choose is whether to continue working with the traditional print advertising way or to give a try to the new and popular methods of online advertising. What is the difference in which is more effective?
Gone are the days when people used to by newspapers only to check out the advertisement section for a new job, a suitable place to live or juicy gossips happened over the weekend. Nowadays this section is one of the most neglected and overlooked. There are two reasons for that: firstly, a great deal of the interesting and useful advertisements left the newspapers and can now be find online, and secondly, people understood that and prefer the convenience and countless opportunities of the Internet instead of scanning the newspapers.
Of course, print advertising is still useful in some situations, mainly in the form of flyers, booklets and posters exposed/distributed in crowded places with targeted audience. For example, a new pub may have success if hires people to hand flyers around the campus of a large university during the fresher’s week, or a poster offering cheap bus tickets may attract attention at a distant airport. However, there is a great chance that the students have already found about the new pub on the Internet, and the travellers have booked cheap tickets online.
In other words, online advertising is gradually becoming a better and more optimized way to get the attention of your prospective customers. According to McCarthy and King, one of the reasons for this is the audience – with print advertising you reach a definite number of people – those who buy the newspaper or those who pass near the poster, while on in the online world your ad can reach literally everyone who has a computer with Internet connection.
Let’s take Google AdWords for an example. From the very beginning of the online advertising process you see how easier it is than the arranging of some type of print advertising. First of all, you can advertise almost everything you want, as long as it is legal. Then, you can choose the people who you want to see your advertisements – location (country, state, town), age, gender, language, etc. – you can specify the exact characteristics of your desired audience. Then, you can choose where you want your ads to be shown – on websites, at search results page, in some partnering software programs, etc. Finally, you set a payment method and determine how much money you would like to spend for your campaign. Then you just check regularly and see how much impressions or clicks does your advertisement have (one impression means one show of the advertisement).
The same is the case with Facebook Ads – you arrange a payment and determine your daily budget, then you set criteria for the audience you want. The people that meet your requirements will see your advertisement in their news feed or in the right-hand section of their Facebook and you will get a report of the impressions and clicks on it. When your budget is over (because just like in Google AdWords every impression and every click have a price), you can make a new payment and your ad goes live again. It is that easy!
Having in mind the number of people today who read newspapers or stop to read a poster compared to the people who surf the Internet every day and check their Facebook regularly, you will agree that online advertising has become a better and more effective than print advertising. It is not only faster and easier to set, but also reaches far larger targeted audience answering to your criteria and being ready to become your future customers.