WHAT THE NUMBERS TELL US
1. Marketers agree: an optichannel path leads to higher engagement
2 out of 3 of respondents said their organization employs optichannel marketing strategies.
58% of marketing decision makers say a benefit of combining print and digital marketing channels is keeping customers engaged across platforms.
The biggest barriers to effective optichannel execution? Budget constraints and a lack of expertise.
2. There’s a renewed focus on print marketing — but tracking response rates remains a sticking point.
68% of respondents said large-scale changes to social/digital platforms over the past six months has influenced their digital marketing strategy.
71% have reallocated budget from digital to direct mail, brochures, signage and other print channels as a result.
62% indicate their marketing department’s use of print materials has increased or stayed the same over the past two years.
The top benefits of print marketing compared to digital are:
Despite the findings showing a renewed focus on print marketing, more than a third of respondents struggle to effectively track response rates (38%).
3. Technologies fostering a seamless CX across print and digital get a seat at the table.
Campaign performance (46%) overtakes cost (25%) as the factor that matters most when deciding which channels to utilize for a specific marketing campaign.
Innovative strategies marketers are employing to augment the versatility of print include:
And with 85% of marketers having access to enough customer data to inform effective decision making, adopting new technologies is more impactful than ever before.