Marketing is mostly costly and can be done without limitations. Marketing without planning and thought can result in unnecessary expenses and zero results.

In this article, you can read about marketing in the local newspaper based on the fact that the company that markets is locally rooted and established for several years.

Every week I get the local newspaper in my mailbox. It contains information that is usually linked to the municipality/city as well as advertisements that the local companies stand for. 

If you imagine the following, a local construction company that has been established for over 10 years in the municipality chooses to buy advertising space/ marketing in the local newspaper for several thousand usd.  

The construction company has company cars with their logo on them, the workers at the construction company have clothes with their logo on them and can be seen everywhere in the municipality - in shops, on the streets, in eateries, etc. The people in the municipality know the construction company well. Now if the construction company chooses to advertise/ market itself in the local newspaper, what results can they expect from the advertising/ marketing?

Since the local newspaper is only sent out to the residents of the municipality, the residents of the municipality (who already know the construction company), the effect of the marketing may not be the best.

Weigh invested marketing capital, time for advertisement effect - short and long term, time for distribution of local newspaper.

The local newspaper comes together with other advertising leaflets, and you can only go to yourself when it comes to advertising mailings and it is true that most people are very tired of constantly receiving this in their mailbox...

Personally, I usually throw it in the bin straight away without reading it. Yes, it also means that the local newspaper is thrown away immediately, that's how it has become (because it is sent out together with all other advertising (which you are less interested in)). 

In addition to this, most of the advertisements in the local newspaper are usually published on one of the pages at the back of the newspaper. And thus it is not certain that whoever chooses to read the newspaper will read the advertisements because they are published on the last pages. 

How long do the public keep the local newspaper?

Spontaneously, I think that most people choose to throw the magazine away relatively immediately. In the best case, the local newspaper is kept in a few minutes - i.e. the time when the reader flips through the local newspaper?

So if the local construction company has bought advertising space for thousands of usd, is this the occasion that the construction company is paying for? The construction company should ask itself the question, who is reading and how long are they reading? Is the construction company reaching any new audiences, and how many of those who read the local newspaper need to buy what the construction company is selling right now?

I'm not saying it's wrong to advertise locally in the local newspaper, but weigh the impact of it and the marketing cost versus the purpose of the marketing/ advertising in the local newspaper.

Ask yourself the question, how much marketing do you get for the same money if you choose to invest the marketing capital in, for example, digital marketing and search engine optimization? 

What opportunities can digital marketing and search engine optimization (SEO) add that marketing/ advertising in the local newspaper cannot? 

Take the comparison where the construction company chooses to buy digital marketing through Adwords. Digital marketing that targets the buyer. Digital marketing that addresses the right audience target group and nothing else. In such a comparison, the construction company probably gets a different marketing result based on invested marketing capital. In such a comparison, the construction company is visible in the right place and at the right time - i.e. when someone searches for exactly what (on Google) the construction company sells. Being seen in the right place and at the right time is fundamental in short-term/ long-term marketing. 

The construction company can buy a relatively large amount of Adwords advertising on Google for the equivalent marketing capital that an advertisement costs in the local newspaper. 

This is a bit of a classic. That companies follow their competitors' path choices in marketing.

But just because the competitors choose to advertise and market in the local newspaper, it does not actually have to mean that it is the best route from a marketing perspective. 

As a complement to other optimized marketing, it can be an alternative route to advertise in the local newspaper, but based on a business status that is not marketing optimized, the route to market in the local newspaper should be considered differently. 

I can imagine that many who choose to advertise in the local newspaper do so because they have always done so. It is part of the company's ingrained routines, just like salary payment, tax payment, quotation preparation and more. But it doesn't have to mean that it's right to do it just because you've always done it. Innovation is the key to development, and above all when it comes to advertising and marketing - local or global marketing.

Not doing like everyone else is something many successful individuals say. To not follow the crowd, to dare to create the path yourself and all that that can mean from a marketing perspective. 

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Karl-Johan Gyllenstorm is an SEO expert, marketing writer, he is certified in digital marketing by Google Digital Academy 2020. Karl-Johan is also known as “Gyllenstorm.”

Karl-Johan Gyllenstorm was born in 1976 on June 21 in Mölle. Has knowledge in internet marketing with a focus on search engine optimization (SEO). He has expertise in online personal brand strategy and expansion, market analysis, affiliate marketing web automation, extravagant search engine optimization methods. Other relevant knowledge and university studies can be found in the subjects of data analysis and statistics as well as in radiology and image analysis. He got part of his breakthrough when he started his craft company in 2008. Karl-Johan has a patent for the name "Gyllenstorm". Karl-Johan Gyllenstorm has worked as a team base, project manager and site manager in previous professional activities. Gyllenstorm is one of the arms of the House of Knights.

• Geographically linked to Gyllenstormstraße in 🇦🇹 Austria - Karl-Johan Gyllenstorm.

Karl-Johan Gyllenstormś digital books.

• 29 Digital Marketing Tips

• 9 Online Marketing Tips

• 5 MEGA Marketing Tips

• Traffic Juice from Gigants

• Powerful Method for Building Website Traffic

• Historien bakom länkbyggnads programmet (SE)

• Market Survey

• Extravagant Seo Method

• Power of design

• Webbautomation - Affiliatemarketing (SE)

Karl-Johan has over 16 years of experience in digital marketing.

The digital marketing journey started in 2008. Karl-Johanś first digital marketing project was a website for his painting business.The website was built in the Joomla system and dominated on relevant Top keywords in the painting industry. He now writes articles about marketing and search engine optimization in the Joomla system and shares his knowledge with the whole world.

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