In the highly digitized world it is hard for businesses to strike a balance between using different channels of communication between the company and their consumers/masses.
As companies we want attention, and most often the good kind. It helps us create brand awareness, and thats why people spend so much money advertising. These days online advertising is the “new thing” and supposedly cheaper. But is it really reaching the kind of people you expect a response from?
This article explains the following:
“While the lion’s share of readers act in a similar way across platforms, there are some subtle peculiarities. Tablets, for example, generate more immediate visual attention, but print is said to conjure stronger levels of emotional intensity.
Neuro-Insight and Decode worked with News UK to discover that tablet ads in newspapers are seen for a shorter period of time than print because of their solus page status, but they tend to still deliver the same memory recall.
Using a mixture of qualitative research, exit questionnaires and a visual impact study, the three companies found that attention levels were not impacted by ad position, whether it was viewed on the right or left side of a page.”
Seems like that most people get attracted to interactive things. Whether its a flash ad. or an online ad. it seems more accessible to people on the go and is most likely to generate a click, hit or acknowledgement.
Having said that, if your audience is the kind to use traditional methods of communication, it is important to base your strategy off of that. Striking a balance is not necessary but staying relevant to your brand, audience and mission/vision is the key get noticed.