Suffering from ‘digital fatigue’?
Then’s time to start embracing print again!
Is your marketing suffering from ‘digital fatigue’?
The Print Impact Report by RRD found that 94% of marketing managers interviewed are using print marketing to combat ‘digital fatigue’.
In a professional environment, it's common for individuals to receive over 100 emails daily. From a B2B perspective, this significantly reduces the likelihood of an email making a meaningful impact.
Since COVID-19, many brands have adopted a ‘digital only’ strategy. However, imagine the recipient inundated with numerous emails from competing brands that look and sound almost identical. We won’t delve into how AI might be contributing to this, that’s for another time! 😉
While email marketing remains a crucial component of a brand’s strategy, savvy brands are now prioritising sending targeted, high-quality printed materials to their customers and clients. Nowadays, with the advent of digital printing, you can be more precise with your print strategy.
According to the RRD report, these are the top materials marketers are now producing in order for their strategies are to be effective:
74% Brochures
68% Flyers/posters/POS collateral
64% Direct mail 64%
64% Business cards
Today’s digital printing technology offers more than just cost-effective, short-run, personalised print on-demand. The print quality of digital presses is comparable to, if not better than, traditional litho printing to boot. Even foil blocking is not as expensive as it used to be and can even be used on small print runs.
Personalisation allows for tailoring content to individual clients, customers and readers and engages with them better. Popular uses include specific greetings or QR codes that link to digital content, unique offers, or specific requests. Essentially, printed material should still interact with digital communications at every opportunity for maximum engagement.
Unlike email open rates, high-quality printed materials have a lasting impact. In contrast to emails that might remain unread, a printed piece is physically handled, noticed, and can stay visible for much longer, reinforcing the message for a longer duration.
Operating within crowded marketplaces, brand managers and marketers need creative routes in order to stand out and truly engage with customers. They will achieve this through joined up strategies that include exclusive, curated and sustainably printed communication.