Online advertising not as effective as print

New research in to the efficacy and impact of online advertising has suggested that this form of promotion is still not as good at promoting goods and services as traditional printed marketing. A team at Enders Analysis have recently conducted a study which involved examining data printed in newspapers and compared it with online advertising, and found that an investment in the printed word could benefit marketers much more than an online promotion.

The analysis has concluded that a single print reader is worth four times as much to a service provider as any online reader when it comes to responding to advertising. Despite the fact that printed media costs more to produce and distribute than online services, it seems that marketers are better off using their marketing spend on printed vehicles when it comes to attracting the attention of potential customers.

A Deloitte report also backs up the research by Enders Analysis. The report focussed upon collating data from over two thousand people, asking the respondents to name the most effective advertising vehicles for getting them to make purchasing decisions. While television came out on top of the poll, with over half of respondents naming it as being the most effective, newspapers ran a close second, with magazines and radio taking up the next popularity spots.

The people surveyed named online advertising as being just three percent effective, with iPhone advertisements gaining just one percent of the votes. It seems that despite the efficiency of online advertising, people are not yet ready to be swayed when it comes to making purchasing decisions based upon web advertising. In this digital age, the customer base for each industry is still much more likely to respond to marketing which comes in a printed format, as it is more trusted to promote reliable services and products.

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