Digital vs. Traditional Ads: Where Manufacturers Should Focus

Media Street signs.Using your advertising budget well can make or break your 2015 marketing efforts. Deciding whether or not to focus on traditional advertisement or digital advertisement can be confusing. Recent studies show that both still hold value. But, overall digital ads seem to be taking the lead despite mixed results.

A recent Adroit Digital polling showed that 36% of millennial smartphone users felt that digital ads are more effective than traditional advertising. On the other hand, 28% of millennials felt the advertising types were equal. These close percentages shows mixed feelings about the competition between traditional and digital advertising.

Of course, the effectiveness of different kinds of advertising depends heavily on your target audience. If millennials are not your target audience, perhaps your advertising efforts will see a different result. Additionally, further research from the poll indicates that digital advertising is more effective, despite how millennials may feel about it.

The Adroit Digital polling showed that television ads were the only form of traditional advertising that actually beat digital ads in effectiveness. There are many factors that contribute to TV advertising effectiveness. TV ads are often visually catchy but normally do not instigate a purchase. Plus, the audience may be forced to watch them if they don’t have the capabilities to skip commercials. This makes their outreach greater than digital ads that can be skipped or scrolled past. In sum, traditional TV ads are ideal for raising brand awareness in an audience who is not yet engaged. But, they are not effective for targeted lead generation.

Digital ads are more tailored to a specific audience’s needs and searching history. Plus, they are designed to move qualified leads down the sales funnel as fast as possible. Digital ads may not be 100% effective to every viewer, but that is not their purpose. Without the need to throw a wide net, as there is in TV advertisement, digital ads are effective for the most qualified leads who are already interested in what you are selling.

How Does This Apply to Manufacturers?
The best way to answer this question is to look at your own advertising goals and target audience. For manufacturers, lead generation is often the most important goal. Brand awareness is an important component of marketing for every company. But, building brand awareness takes time and should be in conjunction with more direct marketing efforts such as digital advertising.

Additionally, a manufacturing company’s tar get audience is more likely to be found online than through TV ads. Although TV ads can’t hurt your marketing efforts, digital advertisements will be the most effective for acquiring qualified manufacturing leads.

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Posted by MAGNET Ohio in Marketing

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