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A marketing strategy that depends on printed media only is an absolute failure. Do you agree?

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Question added by Ghada Sameer , Project Manager and media executive , CQA
Date Posted: 2014/02/23
Mohammad Tohamy Hussein Hussein
by Mohammad Tohamy Hussein Hussein , Chief Executive Officer & ERP Architect , Egyptian Software Group

Conceptually, that depends on the product(s)/service(s) and the targeted market but I dont think that printed material alone is suffecient.

Ashfaq Ahmed
by Ashfaq Ahmed , Senior Manager - Scaled Agile Program Management , Pega Systems

Not necessarily. depend on my target audience. If my target customer is a local locality of say300-500 houses nearby, i would not waste on a marketing strategy to go online for them, instead i would use the local print media and approach my direct potential customers.

 

Many factors will come to play when we define our marketing strategy, If you ignore your target customer/audience of your product/service, then that strategy is bound for failures.

Yvan Clot- Goudard
by Yvan Clot- Goudard , Consultant , Y Consulting LLC

I disagree. Take a restaurant for instance; how many successful restaurants do you know that don't get any lead from online? Some don't even communicate AT ALL. I was always amazed by the success of Al Nayk in Jeddah (fried chicken); i didn't find anything special there, but would see people traveling to Jeddah with the sole purpose of eating there, there has always been a long queue for ordering food, and they were not even advertising, not even a press ad!

Sidrah Nadeem
by Sidrah Nadeem , Global Marketing Manager , Hill+Knowlton Strategies

There are too many hidden variables in that question Ghada, important questions that may lead to a yes or a no for your question are:

  1. Which product are you marketing?
  2. Which stage of the product cycle is your product in?
  3. How effective has marketing has been for you in the previous three years?
  4. What are you trying to achieve from the campaign? (awareness, sales, repositioning)

Althought, print marketing alone usually isn't the ideal way to reach out to customers in today's day and age.

I disagree. Consider this, a steel factory that fabricates steel for the building and construction industry can successfully market their products to building and construction companies by simply using brochures and industry magazines which constitute print media. So it depends on the company and the nature of the products to be marketed.

sasibhooshan pournami
by sasibhooshan pournami , Finance Manager , COMAT INDUSTRIES LLC

Somewhat i agree

Islam Elrobe
by Islam Elrobe , Sales senior manager , blu

There’s no doubt that the world today is defined by information. Whether it’s news, opinions, interviews or advertising, it’s information (and marketing content) that provides the direction and structure to our lives. Magazines, newspapers, television, online, mobile and social media are all now vital components of any advertising campaign.

In many ways, print is the ideal marketing medium: it’s available in both large and small numbers, can be accessed easily, and is engaging, versatile and creative. 
Each of the six types of print media has their own unique quality and role in their readers’ lives. For newspapers, they become part of their readers’ day as they educate and inform with credibility and trust, while consumer and customer magazines create engagement through entertaining content. Direct mail uses its ability to gain access to people’s homes and lives to deliver a targeted sales message, while door drops have an enviable reach and ROI. Finally, catalogues provide inspiration for customers before leading them online to make the purchase. On their own, each channel fulfils a vital marketing role. When combined with other media, they are a highly effective force for any campaign, for any brand.

The key to successful marketing is engagement, drawing your customer in through attention-grabbing content before rewarding them with a worthwhile offer or service. 
Print media works because it understands the needs of the customer. By picking up the print medium, they’re investing time and attention, actively seeking entertainment and information rather than allowing it to wash over them.Print media offers a host of content areas: news, information, education, inspiration, special offers and entertainment, all of which generate engagement between the reader and the advertised brands. Indeed, advertisements are as much a part of the reading experience as the editorial content, with magazines and newspapers providing exactly the right context for a relevant brand campaign. Whether it’s a retailer in a door-drop leaflet, an art auction in a catalogue, spring fashion in a consumer magazine, a car advertisement in a newspaper, or an article about energy savings in a customer magazine, all branded content is print-appropriate and gives a boost to any campaign.

but also you have to depends on the product(s)/service(s) ,quality and the targeted market becouse printed media is not enough fo sucsses 

Daniel Hakmeh
by Daniel Hakmeh , Logistic Officer at Handicap International a Noble Prize Co-Winner NGO , Handicap International

A marketing strategy that rely on one instruments as sole tool to communicate its targeted audience, is theoretically insufficient. Triangulated method will serve better the business objective in communicating marketing message to as wide customer as possible. This will most probably require more tool including printed and digital media, advertizing and loyalty programs. 

Habibulla MEERASHA
by Habibulla MEERASHA , OPERATIONS & SALES MENA REGIONAL ASSISTANT MANAGER , APRIL FINE PAPER TRADING MIDDLE EAST TRADING FZE

Every product has its own stage in product cycle and different prositioning needs to be applied as per each product. Yau are right in saying failure in depending fully in Print media, but no product or service today only depends on one media for business, atleast two to three modes are needed and in some cases this print media is vital or in others its totally irrevelant.

The question itself needs find tuning, Question on print media for which product, and what kind od positioning.

 

REMGENIA RONGUILLO
by REMGENIA RONGUILLO , RESERVATION AGENT , Carlton Tower Hotel

not really, everyone (maybe99%) rely on online advertisement  we still have the1% who needs to be informed 

 

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