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:
In today’s increasingly digital world, print marketing is making a comeback as a powerful tool for personalized communication. As digital environments become saturated with advertisements and messages, personalized print communications are gaining more attention for their ability to connect deeply with audiences. According to the Print Impact Report by RRD, over two-thirds of organizations are personalizing their print communications, highlighting a resurgence in personalized print marketing.
One of the key trends driving this resurgence is the oversaturation of the digital climate. With Google moving away from third-party cookies, marketers are seeking alternative marketing channels, with print being a predominant choice, especially in direct marketing. Despite being one of the oldest techniques in direct marketing, print is becoming a trendy channel to incorporate into digital-first strategies.
Marketers are now working in a multi-channel or omni-channel world, where consumers are constantly interacting with brands across various touchpoints. To effectively combine print with digital elements and enhance the personalization of communications, marketers are adopting a holistic approach that leverages the strengths of both mediums.
Print marketing offers a tangible and tactile experience that digital channels cannot replicate. By incorporating personalized print materials, such as direct mail, brochures, or catalogs, marketers can create a physical connection with their audience. Personalized print communications stand out in a crowded digital landscape, capturing attention and leaving a lasting impression on recipients.
On the other hand, digital elements provide the flexibility and interactivity that print lacks. Marketers can use digital channels, such as email, social media, or websites, to deliver personalized content in real-time, track user interactions, and gather data for further personalization. By integrating print and digital channels, marketers can create seamless and engaging customer experiences that resonate with their audience.
Furthermore, the combination of print and digital allows for enhanced personalization strategies. Marketers can use data-driven insights to tailor content and messaging to individual preferences, behaviors, and demographics. By leveraging customer data and analytics, marketers can create hyper-targeted campaigns that deliver relevant and timely communications to each recipient.
Print and digital channels complement each other in enhancing personalization in marketing communications. By combining the tactile nature of print with the flexibility of digital, marketers can create compelling and personalized experiences that resonate with their audience. As the marketing landscape continues to evolve, integrating print and digital elements will be key to driving engagement, building relationships, and achieving marketing success.
