June 12, 2014
“Print, in all its forms, is still an important part of the media mix and we are seeing a trend back to it given the poor performance of some online channels”.
As a marketing communications specialists, we have core competencies in direct mail, print and personalisation, we have enjoyed considerable success helping our clients deliver innovative personalisation campaigns to increase audience engagement and response.
Brands are increasingly looking at innovative ways to increase audience engagement alongside TV and web activities, and personalised print solutions are making strong return in the media mix.
It is becoming increasingly important for Brands to create an emotional response from recipients, something that print can do if designed and targeted correctly, but paper is the central piece in a campaign that an audience can touch, smell and even have lying around as a reminder to come back too in comparison to digital where messaging is lost in click. With the advances in paper technology and print solutions the quality of campaigns that can be executed has advanced hugely with smell, texture, weight and transparency all playing a key part in enriching creative design and personalising experiences.
Romax help its clients via its deep experience in print and creative design, and campaign development to help personalise campaigns. The application of paper in the media mix has a key role to play in the experience of the recipient and affecting the desired outcomes.
Wesley Dowding, Business Development Director at Romax, says “ we have seen many brands turning back to print and personalisation campaigns in the search for incremental improvements in customer response, especially with the advent of ever increasing competition in the online environment driving up customer acquisition costs. Print, in all its forms, is still an important part of the media mix and we are seeing a trend back to it given the poor performance of some online channels”.
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