There is always the question in publishing of to whom the product is being advertised. There are so many things that go into who and what to advertise that is often difficult to stay on message. In the instance of one of my previous clients, gkcustomdoor.com, the answer was that everyone was the target audience, yes, I said that correctly, everyone.
Now the problem with advertising to everyone is that is gets more difficult to target your advertisements. It’s sort of a jack of all trades master of none type of situation where advertising to one demographic reduces the effectiveness of the advertisement on a different one. It becomes sort of a cat and mouse where you are trying to maximize the effectiveness without losing too many other clients.
The complicated reality
This being one of the most difficult advertisement campaigns I’ve ever encountered, I have found that it is nearly impossible to make everyone happy, but you can at least find enough overlap wherein you can get a good audience. Many customers prefer print advertising, while others prefer digital ads, which in itself makes it difficult to make everyone happy.
You then run into the debate on where to allocate your resources, which takes a great deal of market research which equals a great deal of time and money. So in order to properly balance the two, you must do a lot of guesswork or spend the money to do this detailed market research, which is what I would recommend. By doing this, you not only get an idea of who is interested in your product and how to appeal to them for your advertising campaign, but you also have some information that can prove useful in the future. Analytics may be the first step to a modern successful ad campaign.
Printing was once something that dominated the world of advertising and literature alike. A system that survived for thousands, perhaps millions of years as a way for humans to describe what they saw and share it for future generations. Now, print has given way to the digital age, and while it still holds true to what it was originally designed to do, the world that we live in and print is much different than it was.
As someone that has seen the decline of print publishing, I can safely say that there are both good and bad aspects. On one hand, you get a lot less waste both during the process and after the piece is being read, but on the negative side you get people glued to screens much more often than simply reading physical copies of books.
Is the fact that we are spending more and more time in front of screens rather than reading physical copies of things a good or bad thing? Well it’s both. Our lives have changed in such a way that we do not have as much time to sit down with a good book, and must often get our news on the run. Our phones have reached heights that are almost unimaginable, and print has followed suit.
Print may be in its twilight, but that is only because the world has pushed it that way. If people are willing to sit down and take time out of the business of life, print may once again serve a purpose.
In previous articles we have discussed that the shape of business is forcing people to advertise more to a digital demographic through online advertising. What this does is create a way for people to more easily find your services and a great way to post information in a paperless and easy way. Now, what this does for many local companies is much different, especially ones that have been in business long before the internet.
Take for example Garage Door Repair Flower Mound. This is a company that has been in business for more than twenty years and most of their customers are people that have used their services for just about as long. www.davisgarageservice.com/trophy-club-garage-door-service.html. This is a new addition to an existing site that had to be added in order to compete with other companies.
Let’s face it, in this current business landscape, it’s adapt or die. Even companies that do not deal with online services must make these services available to their customers. People simply do not have time to call around for the best deal in garage door repair, so links such as www.davisgarageservice.com/roanoke-garage-door-service.html must be created in order to help people more easily find their services.
People lead busy lives, which means that their information must be easily accessed, or they will simply go somewhere else. Advertising is just as much about reading people as it is pushing a product, and realizing that print advertising is on the way out is the first step in entering the 21st century.
For some it may be unfortunate, but even companies that do not deal with online products and services must realize that people are living in a much more digital world. By adapting now, it will save a great deal of money and effort in the future.
As someone that has worked in print advertising for more than ten years, I know how it has helped shape the current state of commerce. I remember a time when there was no Internet, and moreover a time when online advertising worked in tandem with print advertising to reach the highest volume of customers possible.
Today, the landscape is much different and I have realized that online advertising has become king, primarily because online shopping has become king. With companies such as Amazon and Google dominating the online landscape, they have sort of become the arbiters of what advertising is deemed successful, and online advertising just happens to be what the name of the game is.
The shape of things to come
In the future, the online advertising and shopping industries will continue to grow to a point where print advertising might be a thing of the past. Think of the last time you not only saw a print advertisement, but a print publication in general. People for the most part do not get their news from newspapers, which means any advertisements therein will go ignored.
The future business landscape is one where everything will be digital, largely in part to two of the richest companies in the world who will continue to dictate where advertising will go next. In order to stay ahead of the curve, companies must realize that while print advertising still has a small place in commerce, that online advertising will become a necessity that all companies will need to adhere to.
As someone that has long followed the history of print advertising, I know that it is slowly being phased out by digital advertising. It does not hold the power that it once did, but it still has its place in the business world, especially when it comes to local companies. Talking to a colleague of mine at a local moving company site, http://www.moveokc.com/, I learned that maintaining a professional advertising campaign must be done with print advertising combined with online advertising.
The reasons for this has to do primarily with the demographic. As a moving company, local residents and companies must be reached, and some of those people residents usually, are not connected to a computer or digital device. Think about people that are looking to move, they are often not online much and must be reached in different manners. This is where print advertising comes in handy.
Knowing your audience
In today’s business world, there are a number of customers each with different needs, and different ways in which people are being reached. Digital campaigns are great for people that are a bit younger in age, while older individuals are better served with print advertising. It is for this reason that we must take both approaches in advertising campaigns for maximum effectiveness. As stated before, print in general is being overtaken by digital, but it still has its place.
We are dedicated to helping people implement the most successful advertising campaigns imaginable through our creative analytics and knowing what people want. In order to advertise in this world, it takes much more than just a quality service, it takes a lot of thought and experimentation in order to find the right combination of advertising that leads to success. For your next advertising campaign, think of how print and digital can be used together for maximum results.
Writing is something that is considered an art for many reasons. For many, it is difficult to articulate thoughts into words and having the necessary means with which to share your ideas. In many instances, there are brilliant people with the inability to write, for a number of reasons. The first one is the one earlier stated, but there is a much more common one that can affect good and bad writers alike.
What makes good writers good is not necessarily their prose or their content, but rather to be able to communicate their ideas with their audience. I some cases, fancy language is the way to go, but this only appeals to a small audience.
Writing for the masses
The primarily way in which to communicate your point to the largest audience possible is to be clear, concise, and use language that is not too flowery or complicated. The best way to do this is to think about what you would want to read. No matter your demographic, most people prefer the common tongue, to be able to get what the writer is saying without having to look up too many words.
When it comes to writing, there is little fancy language that needs to be used. There is really no point in impressing people with your vocabulary, because if they can’t understand it, it essentially means nothing to them. Writing for an audience is not as hard as it may seem, and just by being basic, you will be able to better communicate your point effectively.
When it comes to print advertising, there are a few things that can help you market your material to the right crowd. The first step is to identify which crowd you plan on marketing to. The best way to break this down is by age. People that are a bit older in age prefer print publishing, while younger people prefer digital mediums. In order to properly identify which demographic to appeal to, you must first decide which audience will prefer your product or service.
In the event that you have a wide audience, it becomes necessary to use both mediums in some capacity. It can be as simple as tying a social media account to your physical publishing or printing a few physical advertisements for special occasions in addition to a robust online marketing campaign.
The benefits of doing it right
A publishing campaign done right can pay dividends for whatever it is your are trying to accomplish. If your goal is to sell a product or service, it can help profits soar, and if it is designed to spread a message, you can get the maximum amount of exposure by advertising to the right demographic through the right medium.
In some ways, it is more important to know who you are writing for rather than what you are actually writing. The most successful publishing campaigns are the ones done with a great deal of thought and careful planning. Anybody interested in publishing knows the importance of knowing their audience, know yours and you will have the tools needed to succeed.
Writing today is much different than was writing in the past. Have you ever noticed the level of penmanship that people displayed in the past compared to the level of penmanship displayed today? Even me, as someone that has always enjoyed writing, had great penmanship in the past, which all went downhill once I started using the computer. The results were almost immediately noticeable, but the writing itself was still legible.
Fast forward to a few years later, actually many years later, when I became an online writer and did not have to write anything by hand ever. The writing was nothing short of awful, barely readable, and this was the sheer result of not having to write anything by hand.
Writing has changed in virtually every way due to the advent of the Internet. Now we can not only write physically in much quicker time and with much fewer hand cramps, but we can change the way in which we share our information with the rest of the world. In weighing the pros and cons, it becomes clear that there is a definite trade-off between the two, wherein the world may be less physical, but information can be transmitted much quicker.
I have heard from many people that the digital age is a bit obnoxious, but I find that while it has its drawbacks, there are many more ways that allow us to be connected. Both the tangible and intangible aspects of writing are important, and we live in a world where perhaps sacrificing one strengthens the other.
Print journalism was once a juggernaut of information, giving people the news and entertainment that they needed in order to become connected with the world. However, over time, especially with the advent of the Internet, it has become an entirely different entity, much of it moving to a digital medium from a print medium. And although print journalism is still around, news is mostly relegated to websites and other online outlets rather than being in print form.
As far as journalism as an academic discipline, it has become a much more difficult pursuit in which to find a career. Much of the educational curriculum was developed in the past, when print journalism was the entity that it was before. Now, while digital journalism is touched upon in academic institutions, it is still sort of antiquated in its teachings.
What the future holds
Eventually, there will need to be an overhaul in how people learn about how to teach people how to provide readers with digital news. Not only has the medium on which people receive their news changed, but the people providing the news have also had to change in how they present it. Unfortunately, there is not a lot of ways to teach people how to write in a purely digital world without sacrificing past teachings.
While journalism degrees will still be a thing that students pursue, there will require a great deal of work on the students part to adjust their skills to compete in a world that is almost purely digital.
As a writer I am often asked the difference between good and bad writing. And while there is no doubt that the divide is pretty subjective, there are some things that make good writers even if you do not consider any of the mechanics. Mark Twain once said “I would rather be friends with a good conversationalist than a good writer”, and this pretty much sums up what makes a good writer, and that is the ability to deliver a clear message without too much filler.
In much of the writing (online mostly), you get a lot of filler and fluff pieces that do not offer a lot of substance. This is largely because of the sheer volume of information out there, but it extends far beyond that of the scope of content available.
The real problem
The real problem is that oftentimes, people do not know exactly what their message is or who it is for. People that are looking for specific instructions or information can simply perform a search, and the top result is likely from a pretty credible source. So what you get with smaller companies is them trying to compete with these sites rather than simply producing quality content.
A good writer should know exactly what they are saying and who they are saying it to. You have your topic, now figure out the best way to deliver it without worrying about it being super clever, witty, or appealing to the search engines. Bad writers will often simply try to use keywords to draw readers in, but good writers will give their message clearly.