Out-of-home advertising and digital marketing have both come a long way in recent years, and they have become an indispensable part of any brand’s marketing strategy. That is, any brand that takes their marketing strategy seriously! While they do have some similarities, there are also some key differences between the two. That’s what we’ll dive into in this blog.
So, what is out-of-home advertising?
Firstly, out-of-home advertising is a traditional form of marketing that includes a range of physical media such as billboards, radio and television. This type of advertising is often used to target specific geographic locations and is more geared towards creating awareness of a product or service.
Let’s focus a bit on billboard advertising (which is one form of out-of-home advertising):
Billboard advertising is a great way to create a large impact for small businesses, as a good billboard ad can really stand out and make a lasting impression on customers. It is a key way to reach customers in any location, from large cities to smaller towns, as well as rural areas. This form of advertising is also relatively easy to set up, and can very quickly start bringing in more customers.
So, what is digital marketing?
On the other hand, digital marketing is a modern form of marketing that involves leveraging the internet to reach customers. Digital marketing uses websites, search engines, social media, email, and mobile applications to connect with current and potential customers. It allows businesses to reach more people, improve their visibility, generate more leads, and build stronger customer relationships. Digital marketing targets audiences with specific interests, allowing marketers to create personalised experiences for their target markets.
Differences between out-of-home advertising & Digital marketing
So, let’s dive into what makes these two advertising forms different.
Unlike digital marketing, billboard advertising is tangible and seen from afar, and is an effective way to reach a large audience with your message due to its high visibility. Essentially, you know that if you want to target locals and locals only, you’re doing so with out-of-home advertising. There’s no opportunity or chance to target an audience that is not local (apart from tourists).
Additionally, since digital marketing strategies usually take place within the digital realm, billboards serve as a physical reminder of your brand in the real world. Billboard advertising has the capability to target specific demographics, making it easier to tailor your message to your target audience.
Digital marketing is much more targeted and customizable than out-of-home advertising, and it can be extremely effective in driving sales, leads, and conversions. With digital marketing, you can target audiences from all over the world, no matter where your brand is in the world. If you are a clothes brand in Cyprus who wants to target buyers in Greece, you may do so!
The most significant difference between out-of-home advertising and digital marketing which stands out, is the ability to measure results. Out-of-home advertising rely on estimations and surveys to measure the success of campaigns, while digital marketing provides more accurate data. That data is later used to measure the effectiveness of campaigns and inform future strategies.
In conclusion, out-of-home advertising and digital marketing are both effective forms of marketing, with some important differences.
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