Does print have the performance power today’s marketers need?
A report from Canon and The Drum puts print in the performance hot seat to explore its potential as a dynamic driver of phygital marketing success.
Creative for direct mail used in the Bower Collective campaign / Nutshell Creative
In a digital-first world, where algorithms rule and click-through rates dictate strategy, it’s easy to dismiss print as a relic of marketing’s past. But what if print isn’t just surviving – what if it’s thriving in a new digital ecosystem?
A new report from Canon and The Drum, Testing Print’s Performance Power: Where Phygital Experiences Meet Creative Futures, reveals that print has evolved from a static medium to a dynamic driver of phygital marketing success.
The phygital revolution
The fusion of physical and digital – what many marketers will know as the buzzword “phygital” – is transforming how brands engage audiences. Print, traditionally seen as separate from the digital mix, is now playing a pivotal role in creating seamless omnichannel experiences. But the question remains: can print deliver measurable performance in a world driven by data and personalization?
To find out, Canon collaborated with a team of experts in data, creativity, and print production to explore its untapped potential as a performance channel by giving one UK business (Bower Collective – a sustainable B Corp dedicated to eliminating single-use plastic waste) the chance to test how print could amplify customer acquisition within a digital framework, benefiting from the expertise of the Creative Futures team.
What the test campaign discovered
The campaign’s results underscore a key insight: print can cut through digital noise to deliver hyper-targeted, highly personalized messages that resonate deeply. By leveraging audience data, the team tailored mailers down to the community level, featuring personalized content like local Trustpilot reviews and the amount of plastic saved by recipients’ neighborhoods. The result? An unprecedented level of emotional connection and long-tail engagement.
Print’s tactile nature, combined with data-driven targeting, proved to be a game-changer. Mail pieces don’t just drive immediate action – they linger in households, prompting continued interaction weeks after delivery. In fact, data from JICMAIL finds that 51% of people who make a purchase from a piece of mail do it online, showcasing the unique ability of print to drive digital conversions.
Why should marketers care?
For marketers grappling with how to balance innovation with measurable return-on-investment (ROI), this report offers practical insights into integrating print into omnichannel strategies. It’s not just about adding print for nostalgia or novelty, it’s about leveraging it as a modern, data-powered channel that complements digital touchpoints.
The collaboration also highlights how print’s staying power can enhance campaign effectiveness over time. When supported by digital triggers like retargeting ads or email follow-ups, print transforms from a standalone medium into a critical component of a broader marketing mix.
While the report showcases key lessons and success stories, it also delves into areas for improvement, offering a roadmap for marketers to optimize their own print campaigns. From simplifying segmentation to maximizing print’s longevity and synergy with digital channels, the findings challenge preconceptions and inspire fresh thinking.
To explore how print can be a performance powerhouse in your omnichannel strategy, download Testing Print’s Performance Power now to discover the strategies, tools, and creative insights driving the next era of marketing innovation.
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Canon Europe
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