Sometimes the effects of new technologies are different from what was predicted. For example, when mobile phones first came on the market, it was probably not expected that they would so thoroughly take over our lives. Indeed, as late as 1992, the CEO of Intel is quoted as saying, “The idea of a personal communicator in every pocket is a pipe dream driven by greed.” Similarly, the predictions that digital marketing would result in the death of print have not proven to be accurate.
The fact is that print remains a dynamic industry that is changing with the times. It is something of a paradox, then, that the assumption by some that direct mail was no longer relevant in a digital world has been partially responsible for a resurgence in the direct mail space. As marketers seek to differentiate themselves with an audience inundated with emails and digital ads, they have “rediscovered” the effectiveness of print marketing. Direct mail and other print collateral bring a tangible and tactile element to marketing that can neither be replicated nor replaced by digital ads.
This is not to suggest that the other extreme is true, however. Digital marketing is not going away anytime soon. Marketing professionals are recognizing that one of the best ways to optimize their campaigns is to combine both print and digital advertising.
With the personalization available through variable data and digital printing, direct mail is likely to continue trending. Used in conjunction with digital campaigns, direct mail reinforces your marketing message based on your customers’ preferences. Digital printing enables smaller runs and allows for greater target market segmentation. In addition, there’s a variety of ways to use direct mail to drive online customer interaction, such as QR and coupon codes.
There are many examples of predictions about the future of technology that did not prove to be accurate. So, while we can never be 100% certain of the direction new marketing methods may take us, we know that print is still very much alive and well. Combining print and digital as part of an overall marketing strategy has become an effective way for businesses to stay competitive.