One of the biggest challenges to printers and marketing companies over the last few decades has been the steady switch to digital marketing channels. Direct mail can often be a symboliser of trends and patterns in the industry as it is one of the clearest and most eye-catching forms of printed media. At the recent Power of Print event at the historic Stationers’ Hall in London, many marketing specialists and direct mail companies presented research and studies that demonstrated the challenges and changes that both print and digital channels are facing. Mark Davies, managing director of Whistl, told attendees of the event that digital marketing had increased by 60% since 2013, and that social media and email marketing was a big lure for many brands and businesses. But with increasing problems like the removal of third-party cookies coming into effect in 2024 and more and more digital filters and misinformation flooding the market place, Davies reminded the audience that print is the only option that can give good responses and answers to these challenges. With sustainability, greenwashing, rising costs, digital fatigue, and new communication methods constantly coming to the forefront, what can the world of direct mail offer print and marketing companies? Understanding Digital With direct mail becoming largely a huge tool for marketing, the changes and trends within marketing and the competition/additions in digital alternatives continue to change the industry. Research by Relay42 found that brands were ill-prepared for a world without thirdparty cookies earlier in the year. According to the company 72% of chief marketing officers recognised the need for radical changes to acquisition and retention strategies in a cookie-less world, yet many are still unprepared. Google has continuously delayed plans to fully transition from Universal Analytics to Google Analytics 4 (GA4) as its default analytics tool which could see thousands of brands lose access to valuable data. Companies like Apple have brought more and more restrictions in place to give A RETURN TO FORM? As brands and marketing companies face more challenges regarding the ways they communicate with customers, is direct mail becoming increasingly relevant as end-users favour personal and customised marketing methods? DIRECT MAIL 45 January / February 2024 - Issue 346 www.printmonthly.co.uk
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