A new survey of 300 marketers has some encouraging news that should make all marketers sit up and take notice. According to “The Optichannel Opportunity Report,” 54% of marketers expect their budgets to increase in this coming year. Even if the economy slows, 73% of marketers see this as an opportunity to keep spending, show strength, and increase market share. Print spending is up, as well. Specifically, marketers see value in the strategic use of print to compete in today’s world of digital oversaturation.

Let’s let the numbers tell the rest of the story!

–       58% of marketers see “keeping customers engaged across platforms” as a critical benefit of combining print and digital marketing. 

–       71% of marketers have reallocated some of their budgets from digital to direct mail, brochures, signage, and other print channels due to changes to social media marketing platforms. 

–       62% of marketers say their use of print materials has stayed the same or increased in the past two years. Print is a vital part of most company's marketing plans as it can be used in so many different ways to promote the brand.

What innovative strategies are marketers employing to augment the versatility of print? 

–       89% indicated QR codes.

–       66% said automated, triggered messages.

–       44% liked radio-frequency identification (RFID).

What are the top benefits of print marketing compared to digital? 

Respondents said sharing a physical copy of the information (41%), serving as an offline channel for buyers to consider products for purchase (39%), and providing an interactive and memorable experience (34%).

What matters most to marketers, campaign performance or cost?

Campaign performance was first (46%), while cost was also significant (25%).

Despite the renewed focus on print, 38% of respondents need help tracking response rates effectively. Still, there is good news even here. We have lots of strategies to help with tracking, so schedule a call and let us help you make the most of print!