“Video killed the Radio star” (Did it really?!)
It is a normal sunny day in a major coastal city in eastern Spain. You are going for daily shopping and as always, looking at the mailbox of the building. Like other days, there are so many paper ads that are sent from Shopping malls, chain supermarkets, repair services, etc. Of course they want to increase your awareness about their new products, discounts, launching new branches, changing addresses and … . It can be even more customized when you have been a client of business, because in this stage they will send you more published documents like vouchers, discount coupons and special offers in your name directly, A total retargeting by paper!
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So what about Digital Marketing?! Why are they trying to do things as yesterday when there are so many newer, cheaper and more environment friendly options in Web ads, SEM, social media, push notifications or even SMS?!
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In the last few months, there were 2 major elections in Spain that had so many political and economic effects, and may you can not believe me if I tell you that at least in Valencia, published ads about the candidates and their promises vastly used and you could see so many pictures of parties or politicians everywhere.
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Why is it still happening?! When I left my country, Iran, about 8 months ago to start a new life in Spain, I think we are in the verge of ultimate farewell to paper Ads, because in Iran majority of marketers overly believe that it can be a big deal just when our message to be sent successfully through internet and social media, and paper ads has become most costly and least effective marketing tool. Are they in a big mistake?! Are Paper ads still popular here Because Spain is on its way to becoming an aging country and senior people take things seriously just when it publishes in more serious(?!) media like paper and T.V ?! Or is it still alive just because of diehard marketers and advertisers who love papers and force the content calendar team to give papers a major role? (for your attention paper has very high price in Spain, much more than any country that I have traveled)
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I shared my Valencian experience about this case because I couldn't find any simple answer to my questions (I call it Valencian experience because Spain is a very diversified country that has so many subcultures and social habits from north to south). Hope to find some answers and advice in the comments.
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?Hasta Pronto!