The Convergence: Integrated Marketing with Print and Digital
During a campaign Street Level Studio conducted for Canon, Tanya Fretheim and her team created an interactive direct mail piece tying the brand’s inkjet technology to the five senses and real business results. After opening an individually addressed envelope, recipients found a personalized note from their Canon sales representative and a collection of full-color cards showcasing the remarkable print quality of a Canon sheetfed inkjet press.
Each card connected a single sense to a key benefit of the inkjet press, while the messaging on the back presented data on the press’ features and benefits, and an engaging call to action (CTA). The engagements included QR codes to order print samples; enter a sweepstakes and watch a video; smart speaker prompts to get more information; plus a link to the award winning interactive varioPRINT iX-series online experience.
“Adding interactivity to print via the technology built into the devices most of us use every day is an obvious choice,” says Fretheim, CEO of the full-service marketing firm. “Giving audiences an easy and immediate way to act on an emotion or personally participate in the exchange of information adds even more value. The ability to graphically demonstrate the innovation of its digital production printing presses via vibrant colors, stunning images, media flexibility and creative possibilities was an obvious added advantage.”
The campaign not only won several industry awards for creativity, but also has become a staple go-to move for Canon’s sales and marketing team, which continues to lean in to direct mail as part of their engagement strategies. “Providing visibility as well as additional touchpoints and impressions across channels and throughout the buyer’s journey is critical,” Fretheim says. “The tangible connection between print and digital helps generate the kind of data that supports measurability, audience segmentation, granular targeting and personalization.”
As the marketing landscape continues to evolve, the seamless integration and creativity of print and digital strategies like the one Street Level Studio employed is helping unlock new opportunities for brands to engage audiences in meaningful ways. The marketing world continues to not only be a bastion of proof of print’s staying power as a marketing and communications medium, but also a vital complement to digital tactics.
Despite the digital hype, the current reality is that customer experiences have become commoditized, as brands continue to swim in a sea of sameness via digital and customer experience initiatives that lack emotional connection and brand relevance. Print, on the other hand, offers a unique opportunity to provide the tactile, memorable, hyper-personalized experiences that viscerally connect, engage more deeply and effectively convert— without sacrificing interactivity or analytics, thanks to advances in digital printing technology.
“Today, print can target specific audiences, flex the media to your message, track your print marketing results, send and trigger printed ads the same way you send emails, and more,” Fretheim says. “That is why we tell all our clients that including print in their omnichannel marketing mix is always the right decision.”
Ask Fretheim and other marketers and they will say that the best way to balance print and digital marketing efforts is to create dynamic, personalized content based on individual behaviors, needs and technology preferences. Some examples include using ads or printed catalogs to drive traffic directly to e-commerce platforms via QR codes; delivering custom direct mail featuring unique images, text and calls-to-action based on real-time user data; or capitalizing on the virality of social media by connecting posts to other campaign assets. Each is the kind of seamless cross-channel experience consumers have come to expect.
“There is no question that variable data printing is changing the game for personalization,” Fretheim says. “Brands can now offer highly personalized and customized printed products at scale, tailoring messages, images, designs and URLs not only to specific customer segments, but also to specific individuals. That kind of hyper-personalization is powerful, especially in print where it’s less expected. With everyone carrying a smartphone, QR codes have become another way to provide both connection and customization.” For example, a quick scan can instantly connect from a printed brochure to a unique website landing page, video or piece of gated content.
Augmented Reality (AR) offers an even more interactive level of engagement, where consumers can scan a printed piece to reveal everything from a 3D image to a product demo or an immersive video experience, fusing the physical and the digital worlds. “Coming up with marketing strategies that maximize print’s power in tandem with the impact of digital requires calculated judgments and refined strategies is the next challenge,” Fretheim says. “Understanding the strengths of print—as well as the challenges related to its design parameters, physical attributes, cost-effective production, personalization potential, and environmental sustainability—is critical.”
Seizing the Day- And What It Offers
Marc Lyncheski can clearly see the play. Sure, there are those who believe that print has become an “old school” marketing practice—ones who say you can reach more people, with more frequency and at a lower cost per touchpoint via digital strategies. But there are other variables to understand in that play. For example, with digital comes a host of other challenges: morecompetition, more messaging and more clutter for your
people—and your brand—to sift through.
It is in that digital tidal wave of messaging bombarding people at every turn that the true power of print reveals itself as the ultimate complement to any marketing campaign. Attention spans are getting shorter. AI-generated messaging is becoming more prevalent. And the battle to outsmart the constantly changing digital media algorithms is today’s new frustration.
“Print can significantly enhance a digital campaign when it becomes a supplemental element that not only complements the digital campaign, but also can exist as a stand-alone if needed,” says Lyncheski, CEO of Running Gecko Communications. “The messaging and delivery channels of printed components must be more closely monitored and budgeted. Fundraising campaigns, for example, that appeal to multiple generations and levels of wealth, must find ways to reach not only the tech savvy generations, but also the boomer and Gen X generations, that still seem to appreciate a tangible element or hard copy with which to interact.”
A few years ago, during the height of the pandemic, Running Gecko Communications led the creative and tactical fundraising strategy for a nonprofit in the higher education sector. With the world on literal lockdown, Lyncheski and his team were challenged to explore creative, non traditional ways to not only reach various audiences, but also ensure donation and participation methods were as user-friendly and intuitive as possible for each audience segment. For example, along with people using digital money transfer services like Venmo, PayPal, Zelle, etc., many others still were sending in handwritten checks, money orders and, time be forsaken, delivering cash by hand at the
front door. What Running Gecko knew, more than anything else, is that for the campaign to succeed, people needed options. So, it tested various methods internally and externally, including surveying a series of questions about technical problems during peak donation times.
“We were able to identify several top-tier donors that we contacted personally to offer support every step of the way,” Lyncheski recalls. “The process helped minimize frustrations, encouraged a higher transaction completion percentage and discouraged drop-offs due to various levels of technical knowledge.” Lyncheski continues to witness how technological advancements can greatly improve marketing efficiency, tracking capabilities, information gathering and data analysis for better decision-making and adaptation, and real-time adjustments. “Everything comes down to the objectives and budget of the campaign, the identity and consistency that fits the brand, and the desire for trackable data and audience engagement. Digital channels, with quicker response times, one-click purchases, and better demographic and psychographic targeting offer great solutions for managing impressions, but once the user swipes up, down, left or right on their device, that image is quickly forgotten.”
Today, with digital paving the way, a quality-produced printed piece can offer a bit more permanence in the consciousness of the audience every time they pass by it. “A marketer must take into consideration the amount of impressions desired, the decision-making process for their product or service, and the costs that each potential mix of print vs digital components and tactics will require,” Lyncheski says. “The magic happens at the crossroads of art and science, sprinkled with a touch of luck.”
The convergence of print and digital marketing demonstrates how today’s marketers are combining the tactile impact of print with the agility of digital to create powerful, integrated campaigns that engage audiences across multiple touchpoints. By leveraging the strengths of each, marketers are delivering seamless and personalized experiences that amplify their message and drive measurable results.
To learn more about Street Level Studio’s award-winning work, visit streetlevelstudio.com.
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ABOUT STREET LEVEL STUDIO
Street Level Studio (SLS) is an award-winning, full-service marketing agency in the Chicago area. We’ve been building momentum and driving results for both global brands and growing businesses for more than 40 years through street-smart branding, design, websites, video, digital marketing, content development, multichannel communications, and environmental branding solutions. A trusted and valued creative partner, the SLS team knows how to reach audiences right where they are, deliver the right messages, and trigger the right response with high-impact design and compelling content. A 100% woman-owned business, SLS prides itself on delivering big agency results with small firm access and collaboration.
