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Why clients are reallocating print budget to digital

29 March 2018 Greg McCutcheon

Looking to change up your agency’s marketing strategy in 2018? Perhaps you should consider reallocating your marketing budget from print to digital if you’re not seeing results from tactics like letter box drops and newspaper ads.

The fact that consumers are spending more time online looking for products and services is now abundantly clear. This is especially true for real estate. Recent research from the National Association of Realtors found that 99 per cent of Millennials and 89 per cent of Baby Boomers search for property online.

Here are 5 reasons you should shift some of your marketing budget from print media to digital.

1. Buyers are searching on Google when making purchasing decisions


Search engines like Google play a huge role when consumers are researching and finding products and services. The convenience of real estate portals versus visiting open homes makes the internet the easiest place to find potential properties.

Agencies can get ahead with well-crafted Google Adwords campaigns that target specific consumers based on demographics. This helps you find the right people faster and with a cost-per-click system, is much more cost-efficient than most print advertising.

2. Social media targeting capabilities

Social media platforms like Facebook and Instagram have sophisticated targeting capabilities. The sheer popularity of them and the willingness for users to share personal information means that you can target people based on precise information such as income, age, location, interests and more.

3. Efficiency

Rather than spending thousands advertising to a more general audience and never understanding its impact, targeted digital marketing campaigns can reach specific people while giving you insights about how much return you’re getting for your investment.

You also have the added bonus of being able to constantly monitor, manage and adjust your campaigns while they are active.

4. Invest in your website content

You can further establish the credibility of your agency and build your brand with content marketing. Reallocate some of your print budget into creating a high-quality blog offering insights on your local market. This will help you drive more traffic to your page and keep visitors on your site for longer.

5. Tracking capabilities

You can test and track your digital advertising campaigns. Having tracking mechanisms in place help you determine the best platforms and tactics to spend your digital marketing budget on.

Why clients are reallocating print budget to digital
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Greg McCutcheon

Greg McCutcheon

Greg is a director at Plezzel.

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