Marketing is now a complex endeavour. Many firms have to make use of multi-channel advertising campaigns that reach out to consumers in a number of different ways. For example, lots of money is now spent on digital advertising.

However, there is still room for more traditional forms of promotion. For example, printing brochures can be a relatively inexpensive and yet effective way to boost interest in goods and services.

It is now simple for bosses to take advantage of brochure printing services and, once they have these items, they can distribute them as they see fit. For example, they can mail them out to new or existing customers or they can hand them out in person.

By combining direct forms of marketing like this with web-based promotions, firms may stand the best chance of drumming up custom.

Meanwhile, highlighting the rising popularity of online advertising, a report released by the Internet Advertising Bureau (IAB) has revealed that during the first six months of this year, firms spent over £3 billion on internet advertising in Britain.

It also noted that during this period, mobile advertising grew 127 per cent, with spending in this area totalling £429.2 million.

According to the IAB, advertising spend on mobile platforms could exceed £1 billion for the first time this year. On this topic, Simon Davies, sales director for Microsoft Advertising & Online UK, said: “The industry is only just waking up to realise the need for engaging content on all screens.”

Meanwhile, Tim Elkington, director of research and strategy at the IAB, remarked: “With smartphone penetration crossing the two-thirds landmark and the successful roll out of 4G, 2013 could be the year when advertising spend on mobile crosses the £1 billion threshold.”

The IAB also noted that video advertising grew by 86 per cent year-on-year to £135.2 million during the first six months of this year. Over the last three years, video ad spend has gone up almost six-fold (487 per cent).

Social media marketing has also seen gains. It increased by 53 per cent to £242.5 million between January and June 2013. Over the last three years, it has seen a rise of 285 per cent.

It is perhaps no surprise that firms are boosting their web advertising efforts. After all, according to the IAB, British consumers now spend an average of 43 hours a month online. This equates to one in every 12 waking minutes.

However, it is important that bosses do not lose sight of the importance of other forms of marketing. While web advertising may be highly effective, and indeed necessary, other techniques should not be neglected.

For example, by making use of brochure printers, firms can help to raise awareness of their goods and services among potential customers. The direct nature of brochures and other printed advertisements can have greater resonance among consumers than many digital communications. Also, this form of marketing can be cost effective. For the best results, bosses should look for printing firms capable of offering both high-quality results and impressive value for money.

About the Author – Anna Longdin is a freelance blogger who contributes regularly to a wide range of online printing sites, including A Local Printer.