Businesses are now operating in a very different world with hybrid workforce (in-office and remote employees). How businesses, of all sizes, operate, strategize and communicate with customers is key to future success. While it is a different world within the business environment, it is also different for their customers.
Over the last year, consumers spent the majority of their time inside their homes, forced to manage their lives through their electronic devices; laptops, smartphones, tablets, etc. (it is no wonder that digital fatigue set in). For businesses trying to break through the digital clutter, printed communication became a valuable alternative.
Print is a preference
The need for printed communication pieces (such as welcome packages, bills, and contracts) persists in part due to the digital fatigue experienced by consumers. Consumers benefit from the tactile experience of print communications, and it serves as a reminder to perform an action (such as to pay a bill). It seems consumers have put a premium on individuality, reflected in their desire to choose for themselves how they want to be communicated with. Thus, their buying power will continue to drive the way businesses communicate.
Print is secure
Consider the step in the customer journey when it comes time to pay a premium. For many automatic payments, the consumer is asked to supply their banking information to the vendor, who then reaches into the account to pay themselves at the appropriate time. Once a vendor has access to your information, it is virtually impossible to take it back. While large public firms have strict policies and procedures for managing payment, local businesses are likely not as regulated. Consumers who were using digital communications to explore their options may choose physical mail when it comes time to make payments as a way to minimize risk. For the vendor, print can ensure compliance through integrity codes, even when envelope contents vary by customer.
Print is different
With technology advancements like geo-fencing enhance the value of printed mail, giving marketers the ability to target prospects with pinpoint accuracy. Devices with location services can be mapped to physical addresses, allowing vendors to send cohesive, integrated campaigns digitally and through print.
Print is about choice
As noted previously, choice is critical to consumers. With an integrated, omnichannel strategy, which provides a consistent look and feel no matter what the delivery mechanism, you will improve the customer experience and acquire more data about your audience.
Print will always be part of the mix
As more communications became digital, print took on an allure that had been missing for some time. All the reasons that direct mail used to dominate the marketing mix are new again to a constituency that grew up with very little of it. As we’ve seen, younger cohorts are a large share of the buying public, and for them, direct mail is still a novelty. Print will remain the chosen delivery mechanism for high-value documents. For companies with limited access to trusted email, it is still safer to use physical mail delivery for critical documents.
While we know print communication’s value continues for SMBs and customers, and that print communication is necessary for every communication strategy, we need to learn how to use print communications effectively within a cohesive strategy along with other outreach mediums.