For 2023, marketers see economic uncertainty as their catalyst for growth.

RRD’s latest research reveals that amid concerns of an economic downturn or recession, organizations see a strategic opportunity to gain market share through increased marketing spend.

Based on a survey of in-house marketing decision makers in the U.S., this timely study highlights three key themes:

  • Print is growing — but tracking response rates remains a sticking point
  • Marketers prefer an optichannel approach for the best engagement
  • New technologies power print marketing into robust engagement tools

Hand grasping a door knob and opening a door.

Report vitals

What we did:Surveyed 300 in-house marketing decision-makers in the U.S.

When we did it:November 2022

Why we did it:To provide insight into the decision-making process to better understand how marketers are approaching print and digital strategies in 2023.

Why “opportunity”?

Nearly three-quarters (73%) of respondents said their organization views an economic recession or downturn as a strategic opportunity to gain market share through increasing marketing spend.

And despite widespread talk about budget cuts, more than half of respondents (54%) expect their organization’s overall marketing budget to increase this year.


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.

We define “optichannel” as marketing outreach on two or more channels where specific customers are most likely to engage, often through real-time data.

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%).

Trouble tracking response rates?

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.

Optimize your optichannel approach.

Experience, expertise, and scale — get to work with the RRD’s print marketing experts and turn uncertainty into opportunity.

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