According to a leading media agency in the UK, an ideal advertising strategy should combine the best of offline and online media to derive maximum returns. Both mediums cannot function in isolation and small and medium sized businesses should not target just one medium but harness the power of both for better eCommerce results.Statistics indicate that online sales are on the rise as people can now shop any time of the day and night from the comfort of their homes. In this scenario, it is best for companies to spread out their advertising spend across the online media and print media as well to drive traffic to their website. Though small and medium sized online retailers can opt for PPC campaigns to increase traffic to their website, they should also take into consideration the other option of placing classified advertisements in the newspapers and magazines that have a wide circulation.For example, companies can place classified ads in the weekend supplements of leading newspapers in the UK. The supplement pages are browsed by a dedicated group of consumers who are actually looking for bargains or products and services to purchase online. So one need to simply place a well drafted classified advertisement in these national newspapers, clearly mentioning the URL of their website so that the consumers can log on to the website and make their purchases.Here it is also important to point out why online retailers should advertise on the dedicated pages of the media agencies that appear in the leading newspapers in the UK. These pages, over the years, have built up enormous reputation and readers know that this is where they can find advertisements for the best online bargains. Also, these pages appear on weekends when people have enough time to browse through the advertisements at their own leisure.Now suppose instead of advertising in the print media, online companies focus their advertising spend on purchasing advertising slots on radio and TV. The disadvantage in this case is that their target consumers may not have their TV or radio on when the advertisement is being aired.Based on experience, a leading ad agency in the UK suggests that it makes more sense for small and medium-sized businesses to advertise in the newspapers and magazines not only because is it cheaper but it gives the time factor advantage to the consumers where they can browse through the newspapers any time they want.According to one of the media agencies, there are many companies who prefer to focus their advertising spend on PPC campaigns and other online strategies. The disadvantage, according to them, is that these companies would have to pay even for those clicks that do not convert into sales. So when companies do a comparative cost and sales analysis of online and offline media advertising, they may find that offline advertising scores over online advertising. This is not to say that online advertising does not work at all.Therefore, online companies should do a careful analysis of both the mediums and then decide on maximizing their advertising spend.
The easy accessibility of the Internet has taken the advertising world by storm with many companies taking to the online medium to advertise their goods and services to a global audience. However, the latest research figures are proving that the most effective advertising medium continues to be the print media.One of the leading media agencies in the UK feels that by advertising in newspapers and magazines you can reach a more focused group of consumers who wish to buy your offerings online. According to the agency, online medium is better for making purchases because of the comfort level it offers in that people do not have to go long distances to make purchases.On the basis of trends and studies, some of the top ad agencies feel that when it comes to advertising, newspapers and magazines prove to be more effective. This is because consumers put more trust in newspapers and magazines when compared to online advertising. They reason that this is because people who advertise in newspapers seem more genuine because they are paying for advertising for their offerings. Advertising online is in some cases free, and therefore, the chances of fraud can be high.Some of the top ad agencies in the UK make colour advertising accessible and cost effective for small and medium sized companies to advertise in leading newspapers in the UK. The agencies pages, which appear in the weekend supplement of the newspapers, is especially dedicated to small and medium-sized companies to advertise their offerings. These pages are read by an extremely dedicated group of consumers who are looking for good online bargains which they can purchase from the comfort of their homes.According to some ad agencies, a successful advertising strategy combines the power of both the online and offline medium. They suggest that online companies should advertise in the newspapers and magazines to win over customers and provide for online purchase methods so that they can shop from the comfort of their home at any time they want. By following this strategy, online companies can combine the best of both the worlds.Additionally, instead of placing a classified advertisement on just any page of the newspaper, companies can advertise in a space that is completely dedicated to online companies to advertise their offerings. For example, some of the dedicated pages of the ad agencies are read by an educated and affluent group of people who know that this space is meant for people advertising online offerings.You can also contact the representatives of reputed ad agencies who can help you decide the right newspaper or magazine to advertise in based on your target audience. The company representatives make their recommendations based on demographics, publication, location, etc, so that chances of reaching your target audience increase manifold.By visiting the website of well know offline ad agencies, you can gain an insight into the satisfaction level of online companies who have advertised on the agency’s page and witnessed an increase in traffic. By advertising in the print media and especially on the agency’s page, you also reach the people who are not too tech savvy enough to browse through the Internet hunting for products and services. These people simply have to read your advertisement on the dedicated agency page, see the URL and log on to your website to make purchases. It is for these reasons that the latest trends in advertising are using the print media to drive traffic online where people can make purchases conveniently without having to travel large distances.