Founder & CEO at Pranos Inc. Pranos is a San Francisco-based company building car window display systems.

Marketing isn’t just a crucial aspect of a business’ future — it’s the business itself. It’s responsible for everything else in the company.

Any company’s lifeblood is marketing — without it, your brand would go unnoticed. Effective marketing methods set your company out from competitors. You can have one of the best products or services globally, but if no one knows about it or appreciates its value, you won’t sell anything. To advertise your firm, brand and products, you must use marketing.

As a result, marketing may make or break your business. Your business is meaningless unless people are aware of it. Customers help you grow your business. Therefore, it’s critical to make sure you’re using the correct marketing to achieve your long-term success goals.

Two types of marketing can help ensure that your company attracts the appropriate customers. But the nature of the two mediums — online and offline — is drastically different. Digital and out-of-home (OOH) advertising continue to be the fastest-growing media channels in terms of spend. However, one could argue that the same factor is driving their growth: increased consumption mobility.

Outdoor advertising is a type of marketing in public locations that promotes services or products. Typically, such advertisements are put in public places or on the road. Digital technologies can also be used to advertise outdoors. Advertising is strategically placed in high-traffic areas to increase visibility.

Why is outdoor advertising so highly regarded?

Why do advertisers use out-of-home advertising? Well, online ads might be difficult for media consumers to understand. And the chances of an ad being noticed are limited if it isn’t highly visible, preferably at the top of a webpage.

People spend a crucial part of their day viewing screens, so real-life commercials now carry more clout than before. People browsing online are usually masters at avoiding pop-up advertising and banners, yet they take notice of a billboard, street sign or other visually appealing objects. That instant determines whether a brand is irrelevant or interesting.

Outdoor advertising has evolved from traditional means to digital technologies, which are far more capable of capturing customers’ attention than static billboards. It’s the future approach, and it’s here to reign.

Is online digital marketing becoming obsolete?

In a nutshell, the answer is no. But it is evolving.

Suppose you’re trying to sell products or services online. You should consider including video in your approach (if it isn’t already), as consumers are 64% more likely to buy after watching an online video. Furthermore, according to research from GWI, 54% of social media users use these platforms to research products. You’ve probably made a purchase based on something you saw in your feed at least once, whether it was a recommendation from a friend or a persuasive ad.

What’s the verdict?

Both advertising methods have advantages and disadvantages, so it’s important to examine your budget, needs and target audience. There’s a common perception that digital advertising is a scam. According to the results of an alarming new survey, global fraud losses will reach $68 billion this year, up from $59 billion last year.

However, compared to outdoor advertising, the expense of digital marketing is low. The reason for this is the ad’s physical presentation in outdoor advertising. However, it should be remembered that outdoor advertising reaches a wider audience, whereas digital advertising requires a person to have access to the internet.

If you know your audience and what they want, outdoor and digital marketing can work for you. It all depends on your budget, the type of audience you want to reach and the business you want to promote.

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