‘Nothing is off limits’ – reinventing customer engagement in a 'phygital’ world

One of the hottest topics in marketing right now is ‘phygital’ experiences – the fusion of digital and physical channels. It’s the industry’s answer to overcoming screen fatigue, but are marketers missing a trick by overlooking what is, arguably, one of the most modern, traditional mediums out there?

As marketers focus more on creating seamless, customer-centric experiences, print is quietly carving out a unique role in the mix to connect with customers on a deeper, more personal level – bridging the gap between the digital and physical worlds in a way that surprises, delights, and sticks.

A mailer in the shape of a loaf of bread with a personalized map to the nearest store? A piece of mail addressed to the family dog, complete with its own ‘snuffle hole’? From data-driven targeting to tactile, creative formats, print is evolving into a powerful tool for brands looking to create holistic, omnichannel experiences that put the customer – or, in the case of the dog, its intended audience – first.

These examples, while quirky, show how brands can use print to engage in ways digital often can’t. Print is something people can hold, feel, and interact with – elements that can make a brand message stick, sometimes quite literally, for days or even weeks.

Print is data-driven now – yes, really

Gone are the days when print was perceived as difficult to measure or integrate into broader campaigns. “We can now track how long a piece of mail stays in someone’s home, how often it’s interacted with, and even how many people it’s passed on to,” said Jodie Hanrahan, senior media account director at Join the Dots. “According to the latest JICMAIL data, 50% of people who make a purchase from direct mail do it online. So print is playing a key role in driving digital sales too.”

This shift in how we measure print’s impact means it’s no longer the ‘untrackable’ channel it once was. It’s now part of the omnichannel mix and can sit at the same table as email, social, and digital ads. As Rob Flannery, sales & marketing manager, Nutshell Creative, pointed out: “We can now compare print’s cost per impression with digital channels, showing real ROI. Print is no longer just a nice-to-have; it’s earning its place in the marketing mix.”

And technology supports this convergence. “There’s practically nothing you can’t print on these days, and personalizing it at scale is now completely achievable,” said Cathy Bittner, senior strategic business development manager, Canon Europe. “Whether it’s bespoke packaging, individual catalogs, or something as unique as personalized wallpaper, brands have more creative options with print than ever before.”

Creative collaboration makes it work

To illustrate this power, the panelists shared a case study from the Creative Futures initiative – showing the importance of collaboration between brands, creatives, and production partners early in the campaign development process.

“It wasn’t just about data; it was about using insights to guide the creative from the start,” said Hanrahan. “We used Trustpilot reviews from local regions, personalized the messaging with geographic data, and even calculated how much plastic each community had saved by using the brand’s eco-friendly products.”

This type of early collaboration allowed for seamless integration of data and creativity, resulting in campaigns that resonated deeply with their audience. “It was really refreshing to have everyone – brand, creative, and printer – around the table from the beginning,” added Flannery. “This allowed us to design high-performing formats right from the start and messaging that resonated on a deeper level.”

And it’s not just about creativity and data – technology is also helping brands integrate print more easily into their digital ecosystems. “Print can now be triggered by CRM systems just like any other channel,” said Bittner. “You can measure it, personalize it, and use it in real-time alongside digital touchpoints, making it a perfect complement to a wider omnichannel strategy.”

Time to rethink print in the mix

The key takeaway from the session was simple: print is no longer a standalone channel, nor is it stuck in the past. It’s evolving, becoming more creative, more measurable, and more impactful. As Hanrahan put it: “Using both digital and print in your marketing mix means you reach all audiences. Even if you’re an online-only brand, incorporating print helps you tap into new audiences you might not reach otherwise.”

“Marketing is about storytelling and sparking emotion, and print offers a dimension that digital sometimes can’t,” added Flannery. “It’s tactile, personal, and memorable. And with the data and technology we have now, there’s no reason why it shouldn’t be a core part of any campaign.”

With all the advancements in measurability, personalization, and creative possibilities, print is proving itself as more than just a nostalgic throwback – it's a vibrant, indispensable part of today’s marketing toolkit.

“We’re seeing print contribute to the customer journey in ways that simply weren’t possible before,” said Bittner.

To dive deeper into how to make print work for your brand, catch the full video from The Drum Live and discover how to tap into the Fusion Frontier. And stay tuned for a full case study of the Creative Futures campaign with Bower Collective.