For much of the past decade, it has become increasingly important for retail chains and brand owners to incorporate digital marketing into all of their endeavors. But now the pandemic has led many consumers to an all-time high in digital fatigue. In fact, according to eMarketer, Americans spent an average of 82 minutes a day on social media in 2020, a seven minute jump from 2019. With more content than ever before, many are overwhelmed by the number of emails flooding their inboxes.
Fortunately, marketers today can use programmatic printing, the next level in print marketing automation, in their strategies to target audiences more effectively – especially in a world where most people want to save screen time. Marketers who use programmatic printing can easily take advantage of the full range of advertising print styles: brochures, catalogs, magazines, customer magazines, brand books, customer newsletters, and more delivered in near real time.
Programmatic Printing offers the best of both worlds, delivering data-driven, targeted offers with the emotional appeal of high-quality printing. By using programmatic printing, marketers can create a more cost-effective, personalized experience by taking advantage of the vivid colors and imaging that only pressure can create.
As businesses and retailers adapt to their new routines and marketing is in full swing ahead of the fall season, here are three reasons why they should consider programmatic printing:
Attracts more attention
With large format billboards ranging from household brands to published magazines, print continues to play an essential role in consumers’ daily lives. Research has shown that it is more effective than digital communication when it comes to delivering a direct message and grabbing consumer attention.
In addition, compared to digital printing, print has a physical presence. In the language of neuroscience, it is a “haptic” medium, which means that humans can perceive and manipulate it through touch, creating more connection with the materials. Using tools like MRI scans, researchers have shown that our brain processes printed media differently than digital ones. Print penetrates deeper into our consciousness and even triggers activity in the part of the brain where we evaluate the value of products.
When you consider the number of companies that use e-mail on a daily basis, there is no doubt that there is far less competition in their own mailbox than in their e-mail inbox. According to a 2020 report by Compu-Mail, the average lifespan of an email is 17 seconds, compared to the average lifespan of direct mail of 17 days. 73% of American consumers say they prefer to be contacted by brands via direct mail because they can read it anytime
And in an age of information explosion, a lot of content goes unnoticed. But print marketing can help companies present their brands in a communicative and meaningful way in order to reach consumers more personally and directly.
Captivates new target groups
Similarly, print marketing is an important part of any effective local or guerrilla marketing campaign – especially when companies want to reach people on the street or target specific demographic audiences, e.g. B. Those who visit a certain type of restaurant or shop. For advertisers, programmatic pressure opens doors to many of these previously untapped, non-digital target groups.
The US Postal Service found evidence that we spend more time in print, which increases memory of the content. A survey by Spider Trainers2 also found that “Consumers with an annual income of less than $ 60,000 and all shoppers ages 18 to 34 are more likely to say that direct mail makes them feel valued by a company”. . In fact, 46% of total survey respondents said they felt that way. ”This suggests that“ the goal of direct mail, whether it’s a postcard or an envelope, is to delight the recipient, despite the difference between personalization and relevance subtle but important. “
Consumer reactions across channels may be difficult to predict, but research shows that print ads are still important and catching on with 82% of the opinion that print is the most trustworthy medium for making purchasing decisions.
Provides an automated experience
After all, thanks to Programmatic Print, print is paving its own way in the world of automated marketing. As the “programmatic” label suggests, it combines programmatic marketing, automated real-time bidding for online advertising, and programmatic mail, in which a customer’s online interaction generates targeted direct mail.
Programmatic printing is a step towards a streamlined, more cost-effective ad delivery process that delivers the right message to the right person at the right time. This automated technology gives marketers access to a “premium” inventory as well as digital inventory and uses all the advantages that the print medium offers.
Overall, it connects marketing automation platforms with the highly automated workflow for digital print production. The same up-to-date customer information that sends an email or triggers a banner ad is used to generate a personalized print file that delivers emotionally engaging prints to consumers – usually within 24 hours – and ultimately a seamless process and result for businesses and consumers like supplies.
Make an impact with programmatic printing
Programmatic printing is beneficial for businesses as it gives marketers a way to automate certain ad delivery processes: audience targeting, programmatic guaranteed, and engagement measurement. It also removes the need for, or at least reduces, a human salesperson, which could be an attractive proposition for cost-conscious executives.
While email marketing alone is the most widely used and most cost effective tool for targeting customers, the importance of direct mail should not be underestimated. A campaign that combines both electronic and printed elements offers a much stronger, more impactful multi-touch message, especially in today’s increasingly digital world.
 Source: “25 direct marketing statistics for 2020”
 Source: “The Private Life of the Post” – Royal Mail Market Reach 2015