This article was based on the interview with Stefanie Cortes of RRD by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Print and digital marketing synergy is a powerful strategy that combines the strengths of both channels to create a more effective and engaging marketing campaign. In discussing the integration of print and digital marketing, it was highlighted that marketers are leveraging AI for consumer insights to enhance the customer experience. By using artificial intelligence (AI) to analyze large amounts of data, marketers can deliver timely, relevant, and targeted messages to their audience, whether through print or digital channels.
One key aspect of print and digital marketing synergy is the ability to combat digital fatigue. With consumers being bombarded with digital ads and messages throughout the day, print marketing offers a tangible alternative that can cut through the noise and capture the attention of the audience. According to a report mentioned in the podcast, 94% of marketers are using print marketing to combat digital fatigue. Strategies such as direct mail, coordinated digital touches, QR codes, personalized URLs, and direct mail retargeting are being employed to create a cohesive and impactful marketing campaign that resonates with the audience.
Personalization is another key component of print and digital marketing synergy. By leveraging customer data and new technologies, marketers can create personalized print materials that deliver targeted messages to their audience. The effectiveness of these strategies lies in the trust, impact, and uniqueness of print materials, which can be reinforced by digital messages to create a powerful marketing partnership. Coordinated multi or omni-channel campaigns have been shown to generate higher returns compared to solo print or digital campaigns, highlighting the importance of integrating both channels for maximum impact.
Looking ahead, future trends in print marketing are expected to prioritize value and performance over the lowest cost per piece. Marketers will continue to leverage customer data in sophisticated ways to drive personalized campaigns, embrace marketing automation for coordinated channel delivery, and test the channel into the marketing mix. Digitally native brands are also realizing the effectiveness of print marketing and are incorporating it into their marketing strategies.
Print and digital marketing synergy is a dynamic and evolving strategy that combines the strengths of both channels to create compelling and personalized marketing campaigns. By embracing new technologies, leveraging customer data, and integrating print and digital elements, marketers can connect with their audience in a more impactful and engaging way. The future of marketing lies in the seamless integration of print and digital channels to deliver personalized and targeted messages that drive engagement and ultimately achieve marketing success.
