When it comes to the effectiveness of local advertising, which is better, traditional media or new media? The answer might surprise you.
When local advertisers asked about which channels are most effective for building their businesses, Borrell Associates found that companies rated both equally. On a scale of 1 to 5, traditional media ranked 2.83, while digital media ranked 2.86.
“The push and pull between ‘old’ media and ‘new’ has occluded the fact that both are effective means of advertising products and services,” notes Borrell in its Chart of the Week . “There are differences within each, however: the kings of traditional media, according to advertisers, are television and direct mail; the kings of digital are social, search, and email.”
So if you think that traditional channels are waning in favor of digital ones, think again. Traditional channels, including direct mail, remain strong for a simple reason. They work.
Source: Borrell’s Annual Survey of Local Advertisers, April-August 2017; n = 3,508 responses.