Report reveals 32% of marketers are using AI and 31% plan to use the technology to support print marketing

A recent study by R.R. Donnelley & Sons Company (RRD) sheds light on the evolving landscape of marketing technology (martech). In 2024, 91% of marketers with print programs are strategically integrating print and digital channels, with over half describing their integration as closely coordinated.

1. Embracing Technological Advancements:

   -  AI Integration: 31% planning, 32% already implemented.

   - Web-to-Print Adoption: 39% leveraging advantages such as reduced costs, personalization, and enhanced brand consistency.

   - QR Codes Utilization: 50% of marketers incorporating QR codes for enhanced engagement.

2. Print's Role in Omnichannel Strategies:

   -  Complementary Relationship: Marketers view print as reinforcing digital messaging and driving online traffic.

   -  Effective Strategies: Personalization, cross-channel integration, and brand storytelling are key tactics.

3. Personalization with First-Party Data:

   -  Marketers' Priorities: Over two-thirds (68%) personalize print communications.

   -  Data Sources: Customer feedback, demographics, email engagement, buying history, and location data fuel personalized campaigns.

Marketers are actively innovating to uphold print's relevance alongside digital channels. The evolving print-digital connection, powered by first-party data and technological advancements, promises highly impactful results.