TEN THOUSAND. That’s the estimated number of ads that the average consumer sees every day, and it’s not slowing down as new channels and new technology means the volume of advertising is going nowhere but up. With all that noise, how do we know which ads consumers pay attention to, trust, and actually act on? When it comes to trust, traditional media clearly has an edge over digital. Ironically, it’s the newest forms of advertising—online and social media—that are the least trusted. According to Julie Wierzbicki of ad agency Giants & Gentlemen, in this age of fake news and waning consumer trust, advertising in print can significantly raise a brand’s “trust appeal.” Not only are brands that advertise in print more trusted, but they also see greater brand favorability and purchase intent. The crisis of mistrust in media is widening and building a trusted relationship with your customers is critical.
Do You Have All of the Essential Pieces of Your Marketing Plan?
Marketing is anything and everything you do to attract, engage, retain, or motivate customers and it encompasses everything that impacts the customer experience. The pieces of your plan are actually a puzzle that fits together to optimize the success of your marketing efforts. Your message must capture attention and identify problems, needs, and wants. Your message must be credible and include a “call to action.” Define your target market. Optimize your website; it is an electronic brochure. Determine the best social media platform for that market. Take the time to determine your goals and objectives. Then you can begin solving your puzzle one piece at a time.
Calling a Truce Between Print & Digital
Print and digital are two parts of the marketing puzzle. Is it possible to think that print and digital can not only coexist but can work together? They have been for years and the “print proud, digital smart” mantra is catching on! Why? Because that’s what our audiences want. A decline of trust in media occurred as publishers searched for eyeballs instead of focusing on delivering important stories. Advertisers needed to think about what the consumer wants. Both print and digital have creative opportunities and we use both in order to offer our consumers a more holistic experience with our content. The Women’s Journal understands how our audience interacts with our content and how to use print and digital to meet their needs. We think of print and digital as two sides of the same media coin, rather than opposing teams fighting for readership. They are both valid tools and can work beautifully side by side.
Contact us so that we may help you connect with today’s busy women consumers!