Navi Mumbai (Maharashtra) [India], October 23: In the past decade, digital marketing has consistently dominated the largest share of the marketing budget for startups in India. As consumers have shifted their attention from stationary media to perpetual media on the go, traditional marketing i.e. print media, TV and radio advertising, has lost some of its appeal. However, the recent evidence suggests a shift is underway.
According to an article by Harvard Business Review, B2C service companies are predicting the largest increase in traditional advertising spending (+10.2%), followed by B2C product companies (+4.9%).
Further, in the same research, it was found that companies that earn 100% of their sales through the internet are predicting an 11.7% increase in traditional advertising spending over the next 12 months. Quite ironic, isn’t it?
So why is Print Media Advertising on the rise, and will the trend continue in 2023-24? Here are some reasons behind the shift.
1) Rising above the digital noise
As consumers are spending most of their time online, it seems they are becoming numb towards digital advertisements each day. They convey negative brand associations with digital ads that prevent them from watching a video, reading an article and browsing websites.
A HubSpot survey found that 57% of participants disliked ads that played before a video, and 43% didn’t even watch them. As a result, marketers are looking for a way to cut through the noise.
On the other hand, print media advertising cost has fallen due to the rise of online advertisement platforms. So, it simply makes good economic sense for startups to include print media advertising into their marketing mix.
2) Capitalizing on consumers’ trust
As per MarketingSherpa’s survey, the top five most trusted advertising formats were all traditional. It was seen that consumers place the highest trust in print advertising (82%), TV advertisement (80%) and radio advertising (71%) when making purchase decision. So, it can be said that consumers trust traditional advertising, such as print media, more than social media or online search advertising.
3) Preparing for the Decline of third-party cookies
Digital marketing efforts heavily rely on third-party cookies to improve the effectiveness of their advertisement. However, with Google phasing out third-party cookies by late 2023 and Apple implementing changes to its operating systems (IOS14), the decline of third-party cookies is on its way.
With such changes in the online advertising landscape, Indian startups will need to refocus on extending their reach using print media advertising.
Market survey speaks volumes, and print media advertisement is on the rise. When used together, digital advertisement and print media advertisement can reach wide audiences, build trust and motivate consumers to engage with the brand.
At Share Your Articles, we are dedicated to helping Startups and Entrepreneurs amplify their brand’s reach with our print media advertising services are designed to provide the:
- Expert guidance on creating visually appealing and persuasive print ads
- Access to a wide array of print publications for effective audience targeting
- Cost-effective options to suit startups of all sizes and budgets
About Share Your Articles:
Share Your Articles (SYA) was established with a view to empower Indian startups and entrepreneurs to effectively reach the masses through print media advertising and digital press release distribution services. SYA offers tailored PR newswire packages, print advertisement options, press releases and blog content distribution services to help Indian businesses enhance their brand’s communication.
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