In an age where consumer attention is scattered across countless digital channels, earning visibility and driving search performance is more competitive than ever.

To cut through the noise, we, as marketers, must carefully evaluate the right media mix for maximum reach, impact and maintaining a consistent and authentic brand message across diverse touchpoints is no easy task.

Prints Roll in a Digital World

In an age where digital marketing dominates, print remains one of the most powerful, trusted and effective tools in a brand’s arsenal.

While marketers are often drawn to the immediacy and data-driven precision of online channels, print offers something digital simply cannot replicate: tangible impact, deep engagement and long-term brand recall.

Increasingly, the evidence shows that print deserves a permanent place in any well-rounded, multi-channel strategy.

When used strategically alongside digital efforts, print marketing doesn’t just hold its own — it amplifies the effectiveness of a campaign in ways that digital alone cannot.

The Enduring Effectiveness of Print

In an era where inboxes are flooded with promotional emails, digital ads are often scrolled past without a second glance.

Indeed, Rory Sutherland, vice chairman of Ogilvy and one of marketing’s most influential voices, has long advocated for the power of direct mail, and to paraphrase his wise words, receiving a piece of direct mail has become a rarity — and that rarity makes it exciting. This may seem counter-intuitive today but there’s a real psychological weight to print that digital struggles to replicate.

A well-designed piece of direct mail commands attention in a way that a banner ad or sponsored post simply cannot.

It waits patiently on kitchen tables, desks, and pinboards. It invites interaction, whether it’s flipping through a beautifully crafted catalogue or tearing open a personalised letter. And crucially, it doesn’t disappear with the swipe of a finger.

Trust, Engagement, and Brand Recall

In a world increasingly sceptical of digital advertising, print has emerged as a medium that consumers trust.

In times of uncertainty, we often revert to ‘what we know’ and print offers a reassuring tangibility.

Digital advertising, while efficient, has come under scrutiny in recent years. Consumers are growing increasingly wary of data privacy concerns, algorithm-driven content, and ad saturation. We’re experiencing digital overload.

A recent study from an IPIA report, a new narrative for print, found that 82% of millennials express greater trust in printed marketing materials compared to digital ads.

Conversely, the same IPIA research found that well under half ( 40%) of consumers under 34 trust advertising messages, a statistic that highlights a major credibility gap for digital marketing.

This trust in print translates into engagement — 79% of consumers report that they find print easier to consume, allowing brands to communicate more effectively without the distractions of pop-ups, autoplay videos, or social media notifications.

Beyond trust, print also fosters stronger emotional connections. The physicality of a printed piece — a textured business card, a high-quality brochure, a personalised postcard — creates a sensory experience that deepens brand recall.

Through using print, marketers are quite literally putting their brand into the hands of consumers.

This tactile engagement is something digital marketing struggles to achieve, making print a valuable tool for brands looking to leave a lasting impression.

The Multi-Channel Advantage

Print serves as a powerful entry point into a digital journey. A well-executed direct mail campaign can drive recipients online through QR codes, personalised URLs, or social media handles, seamlessly bridging the gap between physical and digital interactions.

Brands that integrate print into their campaigns see increased purchase intent, brand affinity, and, ultimately, stronger customer relationships.

Print’s Resurgence in Customer Acquisition

While a large number of businesses have moved away from print those that continue to invest in it are reaping the rewards. Direct mail, in particular, remains one of the most successful forms of customer acquisition. The response rates for direct mail far exceed those of email marketing,

largely because the medium itself demands more attention. When a beautifully designed, highly personalised piece of mail arrives on a doorstep, it stands out.

For brands looking to cut through the noise, direct mail offers a rare opportunity to connect with consumers in a way that digital cannot. A well-crafted print piece, whether it’s a magazine insert, a high-end invitation, or a handwritten note, signals effort and intentionality — qualities that consumers appreciate and respond to.

The Future of Print in Marketing

Rather than viewing print as an outdated medium, marketers are beginning to recognise its evolving role as a premium, high-impact component of the marketing mix. Advances in print technology — such as personalised variable printing, sustainable inks, and interactive elements like QR codes — are making print more dynamic and adaptable than ever before.

Importantly, we should see print not as a competitor to digital marketing but as a powerful complement. Print offers a level of engagement, trust, and recall that digital alone cannot achieve. Brands that embrace the strategic integration of print and digital will not only stand out in an oversaturated marketplace but will also build deeper, more meaningful relationships with their audiences.

In a world of fleeting digital interactions, print remains a rare and valuable touchpoint. And in marketing, rarity is often the key to impact.

Photo by Towfiqu barbhuiya on Unsplash