Traditional advertising dead? Think again!



 Byline: Unathi Nkanjeni

While digital advertising may be growing rapidly and is great for reaching a specific set of consumers with targeted messages quickly, efficiently and at a lower cost - news flash, it is still far less effective than traditional media.

Even the most data-driven company is working blindly when it comes to understanding what it gets from spending on digital advertising.

How is traditional advertising still a thing?

Although digital advertising provides more control, however, it is far less effective than traditional media in getting consumers to recall, that is, bring back to mind, an advertisement for a well-established fast-moving consumer goods product and may not be enough to increase their interest in purchasing the product.

When you advertise in newspapers, flyers, TV, or on the radio, reaching your local audience can be simple. Also, with traditional advertising, your prospects can hold onto your advertisements. Whether they choose to put your flyer on their fridge in case they need your services or put your business card in their wallet, they can keep your materials forever.

Added to that, because most people have seen flyers, heard radio ads, or seen commercials for most of their lives, they know how to understand it. Some studies have even shown that paper flyers can result in a higher brand recall rate compared to digital ads.

Traditional advertising cannot be blocked


Although digital is a wonderful tool with unlimited powers it currently faces a number of issues when trying to grab consumer attention due to the number of ads blocked online by social media users.

According to an article by Business Insider, more and more people are choosing to block these ads.
Fortunately for traditional ads, they are far more difficult to block as they are in your face and lead to action straight away.

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