Virtually any medium can be used for advertising, and if you are thinking about marketing your business, you should consider a plan that utilize different possibilities, among those are print and online. The fact is people are very busy, they use different communication methods and different media to consume content and information. For this reason you have to use different tactics for your marketing strategy.

Reaching Consumers

Small businesses often operate in market niches that appeal to specific types of customers or consumers located in specific areas. Print advertisements can be useful for targeting ads to localized areas. For example, a company that operates in a small town could advertise in a local newspaper or other local publication to reach customers that are in its vicinity.

Online advertising is more easily targeted.  Social networks track user locations and other personal information, which can allow businesses to make targeted online advertisements.  You can target advertisements solely to people who enter search terms related to your product or service and who have a high probability of being interested in what you have to offer. You can also advertise on the web ensuring only people in a certain zip code, city, state or region see that ad.

Connecting

Advertisements must connect with customers and convince them to make a purchase. Newspaper or magazine have a clear advantage in this point. Readers may spend several minutes reading each page of a newspaper and if the ad is attractive enough to read the ad on the other hand Internet users often spend a few seconds or less on a Web page before browsing elsewhere, which can make it difficult for an advertisement to catch their attention. In addition, Web users can install ad-blocking software to prevent ads from appearing on websites. Print advertisements  connect better with customers to influence decisions.

Speed

Online definitely had here the advantage. While it takes time to create a good advertisement in both media, once you create the ad, you can have your ad running in a website within minutes. Printing on the other hand takes time, and depending on the publication it can be from a couple of days to weeks.

Cost

Online advertisers allow businesses to set spending limits on ads, which lets small businesses spend precisely according to their budget.  Print advertisements can be expensive — a single print ad in a local newspaper and or magazine can cost more than $100. However, a single print ad can reach hundreds of customers, while online advertisers often charge clients for each ad click. Although print ads are more costly per advertisement, they can be equally cost-effective in terms of how many sales they bring in per dollar spent.

Scope

While a single website or Web ad can potentially reach customers anywhere in the world, the circulation of newspapers and magazines limits the number of consumers that print advertisements can reach. Online advertising can potentially reach more customers in more places and allow small companies to do business far outside their local area.

A comprehensive approach to marketing will include online and print advertising and depending of your goals it’s important to adjust your strategy using the right approach. Knowing how to advertise will make the difference.