Rethinking Catalogs — and Your Customers — in a Post-COVID World (freeportpress.com)

A study released today by R.R. Donnelley Sons & Company (RRD) revealed that marketers' preference for channels with proven return on investment more than doubled over the past year (38% compared to 15%). The Modern Marketers Report found that economic uncertainty, increasing privacy concerns, and consumer fatigue toward marketers’ digital strategies are driving the resurgence of “tried and true” marketing channels. In addition, managing vendors was reported as a more common top organizational challenge this year than it was in 2022 (23% compared to 7%). The Modern Marketers Report, the company’s fourth annual marketing industry report, compares 1,000+ US consumers’ purchasing behaviors and preferences and attitudes toward brands’ marketing tactics with how 500+ U.S.-based marketing professionals are planning, executing, and adjusting their strategies. “During the holiday shopping season, consumers are thinking twice before they open their wallets or provide their personal information to receive deals,” said Al duPont, Chief Commercial Officer at RRD. “Results from our latest report show that marketers pairing their most reliable channels with positioning that blends convenience and savings stand the best chance for fostering customer loyalty in an increasingly competitive market.”

As we prepare for the Holiday season and consider last-minute changes to our media spend, it’s essential to ask: Can print media be a digital champion? Overwhelmingly, the data tells us YES. Print campaigns are often perceived as more credible and trustworthy than digital ads. This trust translates into a stronger brand presence and higher engagement when audiences encounter the brand online. Print media also has a lasting presence; customers and prospects may keep the printed piece for weeks, providing ongoing brand exposure and serving as a reminder that drives people to engage with the brand digitally. Moreover, shoppers tend to spend more time with print media compared to digital ads, which are often skimmed or skipped. This higher engagement can lead to better recall and a stronger inclination to explore the brand online. Just think of our own shopping experiences around digital ad fatigue. Digital and Meta channels are saturated with ads, leading to ad fatigue. Print campaigns faces less competition, allowing your message to stand out and capture attention more effectively.

Understanding how to stand out in the mailbox is more important than ever in 2020 and beyond, especially so because of today’s competition for consumer attention. In fact, a 2015 study said the average American is exposed to anywhere between 4,000 and 10,000 ads per day. That’s madness! With the large majority of these being digital ads, this provides a huge opportunity for direct mail and print marketing campaigns. Though the average person’s mailbox is much less crowded now than it has been in decades, this competition for consumer attention is more fierce than it has ever been. That’s why when it comes to your direct mail marketing campaign, you need to be very calculated in your approach; understanding cost, attribution, average ROI and the overall health of your house file are vital considerations that must occur with the launch of any successful direct mail program. Click Read More below for details