1. DIGITAL MARKETING VS PRINT
MARKETING CAMPAIGNS: IS
CHEAPER ALWAYS BETTER?
In today’s economy, saving money on marketing
campaigns is usually a wise approach but it must
not be accompanied by overlooking conversion
ratios. Companies more and more are utilizing
quick, cheap and easy digital marketing
campaigns such as email promotions to save
money rather than going with more traditional
printing marketing campaigns.
At first glance it seems like a smart
investment… you are saving money and
contacting a higher volume of potential
customers. But, does cheaper always mean better? The simple truth is
traditional print campaigns are “traditional” for a reason; they are better
able to reach and impact the audience they come into contact with.
WHY DO PRINT CAMPAIGNS HAVE A HIGHER CONVERSION
RATE THAN EMAIL?
Commercial printing campaigns have a higher conversion rate than digital email campaigns
due to the fact that prints such as direct mailers, banners, posters, brochures and the like are
more often than not in line of sight and notice of a potential customer. If you have ever gone
through your junk mail, you know that a particularly visual and high quality ad will draw your
attention, making them very effective in creating interest in the product or service.
Email campaigns, on the other hand, cater to a large volume of potential customers for a
cheaper price, but the conversion rate is lower because of the sheer fact that many email

2. account holders are able to delete an advertising email without ever seeing the actual ad
housed within the email. Anyone who has an email account knows that emails come in daily in
the multitude and many potential customers pay most attention to the emails that are from
people they know, making it much harder to get them to open the email message and view the
digital advertisement. Of course, one must also consider spam and junk email filters to
contend with.
THE VALUE OF PRINT CAMPAIGNS OVER EMAIL CAMPAIGNS
There is value in email campaigns because yes, they are cheaper and contact a larger volume
of potential customers. However in relation to print marketing campaigns, email just doesn’t
compare.
Prints such as brochures, direct mailers and posters from a quality
printing company allow you to reach more people effectively because they
simply draw more attention and are seen by more people. Of course, the
disadvantage is the higher costs involved and this must be examined and
kept in context of the higher conversion ratios.
A high quality poster can be visually captivating and draw the eye from even thirty feet away
because they are visual works of art (potentially) that require you look at them even for just a
moment or two. Simply put, print advertisements still have their value in an increasingly
thirsty business world because when push comes to shove, prints are more effective at
bringing in new business revenue and creating brand awareness. Even better than print
advertising campaigns or digital marketing campaigns, are cross media marketing campaigns
that combine the two to effectively reach an amazingly high number of potential customers
across a large variety of media options. Utilizing the unique benefits of both advertising and
marketing campaigns can help to create value and profit for a business for many years to
come.