To be heard in this digital age, brands must deliver consistent and relevant experiences to consumers across many different channels, including traditional ones like direct mail. Print is a tangible touchpoint in the customer journey and makes an impact when incorporated into a larger omnichannel marketing strategy. It’s also increasingly customizable, thanks to advancing digital printing technology.
“One of the inherent benefits of digital printing is the ability to execute a more personalized marketing strategy using variable data capabilities,” says Lily Harder, VP of research at Mintel Comperemedia.
