“If you can’t measure it, you can’t manage it.”
- Legendary Management Guru Peter Drucker
According to PWC, by 2022 newspaper advertising revenues will fall by $4 Billion. Revenues will reduce from 16 Billion dollars to 12.2 Billion dollars. Meanwhile, Digital advertising will grow to a mammoth 116 Billion dollars!
We live in the digital age. An explosion of information has made the customers of today wary of marketing messages being relayed to them. They have not only learned to filter out advertisements using ad-blockers but have also been dulled to any messages that may reach them through the digital medium. As such, the print media has re-emerged as the preferred channel for advertisers and is the new non-traditional medium that allows you to reach out to today’s audience.
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We are in the internet age, where many things have changed. These days, you don’t get the news delivered at your doorstep in the newspaper anymore. You can order your food from your favorite
They say that the traditional advertising such as print collateral or Interactive Print advertising might be dead. Experts have been debating about the demise of traditional marketing as early as the late 1990s. It all started when the internet came & it became obvious that it came to stay. Despite all the claims of traditional marketing going away forever, it has still endured sticking around as a reliable source of marketing till date. Moreover, there are even advocates who argue that traditional advertising will never ever go away.
We are going to discuss the future of traditional advertising, and all the things about its future.
What is Traditional Marketing?
Before arguing about something, we should be clear about what it exactly is. By one standard definition, traditional advertising refers to the methods which companies have used for years, and have a proven achievement rate. It consists of all the methods of marketing apart from the internet marketing. Here, the methods of marketing have definitely changed, the meaning is still the same.
What is Print Marketing & Interactive Prints?
The January 2014 edition of Wired magazine in New York and Chicago had a print ad for Motorola’s Moto X. Readers had never seen an ad like this before in the magazine – they could actually push a button and check out the various colour options the phone was available in. This was achieved by inserting a wafer-thin LED into the magazine. This was an advertisement that reflected what the brand stood for – innovation.
Advertising and media reach billions of consumers today. Information Technology & Artificial Intelligence have taken advertising and marketing to new frontiers. This journey did not begin with computers though. It all started in the 15th century, with the invention of the printing press.
Not more than two months back, brands were busy charting out their campaign plans for the IPL season. A leading brand in the field of education approached us with an idea. They wanted to build an advertisement that would launch an augmented reality game of gali cricket with a stick figure acting as a bowler throwing the ball at the player.