Digital marketing methods have dominated the advertising landscape for many years, with posters and magazines making way for the likes of Facebook and Google ads. The emergence of new and exciting digital marketing strategies lured consumers in, shifting the scope of advertising and changing how brands target their customers. Email marketing, social media marketing and video marketing are some of the most influential digital techniques that have burst onto the advertising scene in the last ten years, with 2020 reports noting 80% of video marketers believe video ads have directly increased sales.
However, there is evidence to suggest traditional channels are beginning to make their comeback, with marketers forecasting traditional advertising to make a strong return in 2023. British cosmetics company Lush is one of the brands leading the charge in reverting to traditional advertising methods. In 2021, the brand announced plans to scrap social media advertising and re-target its strategy towards offline alternatives such as postal catalogues, and physical events and invested in its print magazine ‘Lush Times’. The iconic soap brand decided to move away from social media in a bid against the negative impact social media algorithms were having on users’ mental health – especially on their core demographic of young girls.
Marketers and brands alike believe that there are several other reasons for this predicted shift back to traditional marketing techniques.
Bombardment of Digital Ads
Online consumerism has increased significantly over the past number of years, as the ease of ordering your weekly shop or Christmas presents from the comfort of your own home appealed to the masses. The drawback of this increase in e-commerce and online browsing was that the number of online ads also grew. Research has found that as a result of this, consumers have become numb to digital advertisements and fed up with the constant sight of online pop-ups. A survey conducted by HubSpot found that 57% of consumers dislike ads before videos, with 43% of participants likely to skip them. As the cost of online advertising continues to increase, the cost of traditional methods has declined, possibly swaying brands to revert to older advertising strategies.
The Demise of Third-Party Cookies
In the early 2020s, Google announced plans to scrap the usage of third-party cookies, with the declaration shaking up opinions in the world of marketing. Third-party cookies have been a marketer’s best friend for many years and have allowed businesses to track users visiting their websites, helping to target consumers with more personalised ads. As Google begins to phase out third-party cookies, with a launch now planned for 2024, many brands will start looking for new marketing methods. Research shows that almost 20% of businesses have invested in traditional marketing techniques as a result of the removal of third-party cookies.
Long Lasting Trust in Traditional Advertising
Despite digital marketing techniques dominating the majority of organisations’ marketing budgets for many years now, there is a vast group of consumers who still opt for traditional printed media. A survey conducted by Marketing Sherpa found that 82% of consumers trust print media channels the most, and only 43% trust social media adverts. We have all witnessed the increased number of scams and fake advertisements across the web in recent years, and it is no surprise that for many, print advertisements are still the favourite source of ads.
Digital marketing techniques have been influential to modern-day brands, allowing companies to reach new audiences on a global scale like never before. With approximately 5 billion internet users across the globe, online marketing is a great way of reaching your target market quickly and effectively. However, although the majority of businesses now prefer to focus on digital marketing strategies, it’s important to remember that traditional means of media are still well and truly alive and can still be vital to a brand’s advertising master plan.
When it comes to print marketing, PG Paper offers a variety of paper and packaging grades to create promotional material, such as posters, flyers, leaflets, brochures and catalogues. These range from C2S (Coated Two Sides), also known as Art Paper, providing a high-end finish that may be gloss, silk or matt, C1S (Coated One Side), or other options may be Lightweight Coated Paper (LWC), Super Calendared A and B (SCA/ SCB).
PG Paper’s global team is here to provide effective solutions for your paper and packaging projects. Reach out to us today to discuss your specifications and how we can help.