Have mobile devices killed print? Yes and No.
As long as they there is print media there is print advertising. I believe the market and value of print advertising however is shifting completely and that traditional way its been done.
Print ads should be used toward the goal of brand or product awareness, and you should be sure to include icons for your social media accounts and your website address.
To qualify conversions you should use a separate phone number for the ad specifically and track the incoming calls to that number so you know what the interest in the advertisement is, additionally you use promo codes tied to the ad so if they visit the website as a result of the ad you know that based on the promo code.
This is the best way I know of to qualify the ROI of print media, its obviously easier online. You can also specifically use print to drive people to your website or download your App.
At this point I would say the majority of your marketing budget should go into Online Advertising. ROI: views, view time, conversions, follow up leads, are all easier to get, maintain, track and archive using online advertising. You also get a huge diversity at a significantly lower cost. Particularly I’m more a fan of Run of Site Advertising or even CPM vs PPC, CPA is also a good model. PPC is my least favorite model, but its probably the most used because its the most offered, since it makes the ad networks the most money. Best ROI is usually Run of Site, CPM and CPA.
The Case for Mobile Adevertising
The issue becomes that with the development and usages of mobile devices expanding every year, advertisers are steering away from print because they can finally reach you wherever you are, right there in your pocket, without having to worry about whether or not you pick up a particular paper or magazine. Added to that they know when you looked, how long you looked at their ad, how often, and whether or not you actually bought anything from them within the month because of it. Print just can’t offer that. Not to mention in some cases the ad can be “personalized” based on who you are.
Mobile hasn’t killed print yet, but its mortally wounded.
Roberto Blake is a Professional Graphic Designer, Photographer and Digital Artist. Roberto prefers to specialize in high impact brand development and advertising. He enjoys helping brands find the right message and communicating it boldly through storytelling and engagment.