On Balance

Print and the State of Customer Engagement

Within the exhausting digital landscape, customer engagement is often taken for granted. In the recent State of Customer Engagement Report 2023 from Twilio ( https://www.twilio.com/en-us/state-of-customer-engagement), it was noted that consumer expectations, personalization, privacy, and data transparency were all areas that marketers need to address. And while nobody discounts digital experiences, it's important not to overlook the role of direct marketing and print. In a digitally fatigued world, direct marketing and print can effectively complement what was discovered in the report and enhance customer engagement.

Direct marketing, both online and offline, can align with the report's emphasis on personalization. Leveraging customer data, marketers can create tailored direct marketing campaigns that resonate with individual preferences. Personalized email campaigns or targeted direct mail with relevant offers based on customer behaviour can capture attention and drive conversions. By integrating personalization into direct marketing efforts, brands can enhance customer experiences and strengthen loyalty.

While digital interactions are prevalent, it is becoming fashionable to consider a tactile campaign. In other words, print materials offer a tangible and memorable experience. Direct mail, brochures, or branded merchandise create lasting impressions that digital channels often lack. Marketers can utilize print to reinforce their brand message and engage customers on a physical level. By incorporating personalized elements such as customer names or unique codes, print materials bridge the gap between digital and physical, creating a multi-channel experience that resonates with consumers.

And at a time where credibility seems fragile at best, we have a responsibility as marketers to deepen trust more than ever. Consumer trust and data privacy are obvious concerns addressed in the report. Direct marketing and print can contribute to building trust and serve as platforms for brands to communicate their commitment to data security. Including statements about privacy policies, displaying security certifications, or highlighting responsible data handling practices in print materials reassures customers. This transparency and physical presence can enhance trust and positively impact brand loyalty.

More often than not, we cannot meet face to face and create the intimacy we crave in our business relationships. Utilizing a targeted offline campaign with print might just be the most creative way to reach customers who may not be as digitally engaged or who prefer offline interactions. By using print advertising in relevant publications, brands expand their reach and engage with a wider audience. In industries or target demographics where traditional marketing methods hold influence, offline engagement can be particularly effective. Integrating offline and online marketing efforts ensures a comprehensive customer experience across multiple touch-points.

For those who are relentlessly committed to data measurement, the modern print campaign can be seamlessly integrated into digital tracking systems. Using unique URLs, QR codes, or dedicated phone numbers, marketers can track response rates, conversions, and customer journeys originating from print materials. This integration with digital analytics provides valuable insights into customer behaviour and allows for data-driven optimizations across all channels. By measuring the impact of direct marketing and print, marketers can refine strategies and achieve better results.

We are operating in confusing times and connecting with our communities is challenging to say the least. But the print and marketing services industry is game for any change. In the era of digital dominance, the role of direct marketing and print should not be underestimated. In fact, by striking the right balance between digital and offline channels, marketers can maximize engagement and foster long-term brand loyalty.