Real Value of Print (cont.)



Keeping Print in the Mix in Customer Communications

For many companies, digital communications promised fast, easy, relevant, and more affordable customer communications. But now marketers are realizing that print has a valuable role in the customer communications mix that cannot be underestimated. As a result, the role of print in an omnichannel world is being redefined yet again, with print as a key element.

By Cary Sherburne Published: January 31, 2018

As social media, mobile and other forms of digital communications became more universally accepted in the early 2000s, many marketers diverted dollars that had previously gone to printed communications to a digital-only strategy, placing even more pressure on a consolidating commercial print market.

But was their confidence in digital communications misplaced? This cartoon shows how a marketer might misunderstand what drove a consumer to make a purchase. Just because the actual order was placed via a mobile device doesn’t mean that mobile communications drove the action!

In recent years, marketers are again turning to print as an important element of an omnichannel communications strategy. Even in transactional printing, which was one of the fastest areas to go digital, many customers still want a printed statement, although payment is typically done online now.

Interestingly, Millennials, which now comprise the largest population cohort, love getting mail! A recent USPS study, conducted in mid-2016,[1] revealed that the vast majority of Millennials take the time to look through their mail and would rather scan for useful information in the mail than in email. And 90% of Millennials, according to the study, view direct mail advertising as reliable.

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