Recently a good friend and a
When someone tries to make a choice between print and digital their basic premise is incorrect. The incorrect premise is 'Which is better?'. Of
Factors that affect choice between digital and print
And there are many other minor and major factors which your agency should brief you on.
Implicit in my friend's question was the ad hoc nature of the campaign. He intended to do small initiatives here and there. An overarching strategy was missing. Segmentation was missing.
The idea is to identify components from both print and digital and combine them in such a way as to get the maximum impact.
Another factor that affects these decisions is the generational gap. Younger executives are more inclined to digital and older executives towards print. Each one misses the benefits of the other simply due to their individual perspectives. When we sit with older clients we promote digital options aggressively but we never dismiss the print options. And we always
In conclusion, this post came out of a phone call that retouched the debate of print v/s digital and got me thinking. I hope that I have been able to convince my friend to take a more balanced, planned approach and whatever the choices
Cheers,
Ron
He has been in the web development business for the almost two decades.He is a keen student of marketing and business development and writes regularly on web strategy and other related topics which is read and followed by many every month.