Thanks to mechanisms such as programmatic print, printed marketing materials can now deliver the emotional impact of personalised print with the immediacy of digital marketing.
Every day, as consumers receive hundreds of digital ads and marketing emails, it’s becoming increasingly harder for brands to stand out and cut through the ‘digital noise’. This is where print can make a real difference in your multichannel marketing strategy. A 2023 study by JICMAIL has shown that the average piece of direct mail is looked at for 108 seconds over the course of a month and that mail that prompts advertiser website visits does so for five minutes a session on average.1
Programmatic print links online marketing with highly automated, digital print workflows, enabling trigger-based, personalised print marketing. And with advances in digital printing technology and automated web-to-print production workflows, programmatic print can be closely integrated into the omnichannel marketing campaign, combining real-time, targeted messages with the impact of a printed asset.
This means that, by using the existing consumer data from brands and marketers, everything that can be customised online can now also be personalised in print and delivered to customers within a 48-hour timeframe. And thanks to QR and trackable discount codes, augmented reality and hyperlocal marketing, the impact of a print campaign can now be easily measured.
A study by IPA2 showed that printed mail made 25% of adult recipients take action, so it’s clear that there’s a strong case to include print in the marketing mix. But how can marketers make the most of these value-added communications and increase their ROMI (Return On Marketing Investment)? We’ve created this video example to show how easy and impactful programmatic print can be.