Even before work became WFH and social interaction turned completely digital, people have been longing for tangible elements in our hyper online landscape. Now, the search for sensory engagement beyond what our screens can offer is even more meaningful. And that could mean now is the right time to focus on print in your brand strategy.
“Engaging sensory experiences have become even more meaningful during this time of uncertainty,” writes Cecile Jordan in Beyond Definition. “Think about how refreshing it is to take a walk outside. Or open a piece of mail. Not an email or another utility bill. I mean actual snail mail perhaps from a friend or maybe a magazine.”
Jordan echoes what many brands are finding; that direct mail and printed marketing is more welcome — and more successful — when our audiences are digitally maxed out.
“Personally, I have never been more excited to receive a catalog than when this year’s Amazon Holiday Wishbook showed up at my front door,” Jordan continues. “More and more brands are returning to traditional print experiences to supplement their digital marketing efforts.”
(We hear you about the Amazon catalog, Cecile, we hear you. Even though the brand made some noticeable blunders in this year’s effort, it’s still a fantastic moment when you open up your mailbox and see it there.)
We’ve shared previous research on…
