Marketers Embrace Technology to Strategically Integrate Print and Digital

A study released today by R.R. Donnelley & Sons Company (RRD) reveals that 91% of marketers with print marketing programs are embracing strategic integration of print and digital channels in 2024. Of those, 51% describe their print and digital marketing channels as “closely integrated and tightly coordinated.” The report shows that marketers are manifesting this approach by taking advantage of technology like Artificial Intelligence (AI), QR codes, and web-to-print to bridge the gap between print and digital experiences.

The Print Impact Report, the company’s latest annual printing industry report, compares how 300+ marketing decision makers are planning, executing, and adjusting their strategies as well as integrating technologies into print marketing campaigns.

The Print Impact Report found marketers are embracing technology to support their print campaigns, with 31% of marketers planning to use AI to support their print marketing efforts and 32% already using the technology. The study also found that 39% of marketers have adopted web-to-print technology, citing the following main advantages: reduced costs through on-demand printing (50%), personalization and customization of the message (37%), improved efficiencies and streamlined workflow (36%) and enhanced brand consistency (31%). Additionally, 50% of marketers shared they use QR codes in their print marketing and expect for that to continue.
more at: https://investor.rrd.com/news/news-details/2024/RRD-Survey-Marketers-Embrace-Technology-to-Strategically-Integrate-Print-and-Digital/default.aspx

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