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For a lot of businesses, high-tech advertising means high brow advertising. Sure, there are high-tech methods which work a treat, and, in some cases, work more effectively than anything else. But, that doesn’t mean they are always the best choice. Low-tech marketing isn’t very popular nowadays because of the rise of technology, yet that shouldn’t sway you to omit from your strategy. To get the best results, you need to go low-tech, and here are the reasons why.
Easier To Understand
One of the cons of high-tech advertising is the fact that it can be complex. For starters, you have to know how to use the tech to get the message. If you can’t, then the point of the advert will miss a proportion of your target audience. More importantly, it isn’t always easy to understand because the message gets intertwined with the medium. Low-tech adverts don’t work in this way. In fact, no one will ever complain that they didn’t get the message because there is nothing else to get in the way. A business card, for example, is just a card with a person’s contact details – what’s hard to understand about that?
It Isn’t Exclusive
High brow technology is exclusive if a customer doesn’t prescribe to the platform. For instance, a web advert is only available to the people that browse the web. What if a large number of your target audience don’t use the internet? Will the platform work effectively? No, it won’t, which is why low brow technology is always a good tool. A poster or a flyer is available to every member of your audience as long as you distribute enough. An advertising board in the middle of town (think Time Square but smaller) is even more useful. Anyone that is in the vicinity won’t fail to notice the board as well as your message.
There is a myth that low-tech marketing isn’t interactive. Well, it isn’t true because there is no need for a fancy 3D presentation for people to interact with the brand. An Alpha Card is a great example because it is low-tech, but it still engages the reader and involves them. Any medium which gets people involved and gets them to ask questions is a means of interaction between the business and the audience. As such, it can take any form. High-tech media doesn’t have, and will never have, a monopoly engaging content, and that’s important to remember.
It isn’t easy to find ways to advertise that are cheap and efficient, but low-tech fits the bill. As you can see from the above, it works. But, you might not be able to tell how cheap it is to advertise with. Flyers, posters, business cards, Alpha cards – they are all very inexpensive. And, if you print them off in bulk, they get even less expensive. High-tech platforms might be popular and effective, but they are expensive. For small firms, that is a deal breaker.
Remember: just because it isn’t popular doesn’t mean it isn’t useful.
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