Tired of digital?
The impact of COVID-19 has left print volumes depleted, as businesses of all types press ‘pause’ on normal activity and brands turning up their marketing volumes on digital platforms as a relatively quick and cost-efficient way to reach customers.
But are their digital marketing efforts having a real impact and delivering true ROI? Before the crisis hit, as consumers we were already suffering a severe case of digital overload – and that’s now exacerbated. What with video meetings and webinars, email marketing, social media and virtual events, to say nothing of the rise of digitally streamed content, we’re all in a state of growing digital fatigue.
The closest communication
We’re admiring brands that are taking a more creative approach to communicate with us. Any brand can send an email but those that make the effort to send a well-designed printed direct mail piece, brochure, catalogue or even postcard will reap the rewards. Print connects emotionally with people beyond the scope of any digital platform, engaging three of our five senses – sight, touch and smell. That’s a powerful differentiator right now.
The one commodity we have most of now is time. Time to read, engage, and dive into content that grabs our attention. What better time to put print at the heart of a marketing campaign?
Playing to print’s strengths
In a time of uncertainty, consumers look to brands and communications channels they trust. This plays to print’s strengths: 56% of people see printed marketing as the most trustworthy form of communication.
Online sales are currently buoyant and print can be used at every touchpoint in the customer’s buying journey to generate and convert leads. ROI can be elevated with personalisation, using customer data to deliver timely marketing messages. 91% of people are more likely to purchase when brands recognise and remember them, and provide relevant communication.
Brands need to maintain visibility and customer connection now, with a view to rebuilding demand for their products and services. Print can be one of the most effective tools to connect with audiences – it’s time to be proactive and be a trusted advisor, use the power of print to forge ahead.
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 Direct Marketing Association, 2014
 Making it personal, Accenture, 2018
Originally published by Canon Europe