Unveiling the Future of Phygital Marketing: How Print Powers Performance in a Digital World
Phygital = Physical + Digital
Why should print still matter in an era of digital dominance? As marketers chase the latest digital trends, one critical question arises: how can we truly integrate print and digital to create a seamless, high-performance marketing strategy? This report provides the answers.
Through the Creative Futures campaign, Canon and The Drum collaborated with a diverse group of industry leaders to test how print, combined with data and creativity, can thrive as part of a broader digital strategy. This initiative explored the untapped potential of print as a performance channel, bridging the tangible and virtual to create unforgettable customer experiences.
What’s Inside?
The Challenge
How can marketers move beyond digital-first approaches and rediscover the unique strengths of print? This report examines the role of print in cutting through digital noise, creating lasting engagement, and boosting ROI for omnichannel campaigns.
The Experiment
Creative Futures brought together experts from Canon, Bower Collective, Nutshell Creative, Herdify, and more. Their mission? To test print’s ability to engage audiences using hyper-personalised, data-driven campaigns. From QR codes to Trustpilot reviews and eco-conscious messaging, this campaign demonstrated how print could deliver measurable results while complementing digital strategies.
The Results
- Engagement that lasts: Print materials stayed in homes, driving action weeks after the initial drop
- High-quality customers: 92% of new customers converted to subscriptions, showcasing print’s power to drive loyalty
- Synergy with digital: Print campaigns amplified digital conversions by 62%, proving that physical and digital can work better together
Key Learnings
- Simplify to amplify: Over-segmentation can dilute impact.
- Timing is everything: Align print drops with seasonal or external events.
- Test and optimise: Continual iteration unlocks higher performance.
Meet the Experts:
- Tom Ridges – Herdify CEO, expert in behavioural analytics and targeting.
- Cathy Bittner – Canon’s senior strategic business development manager, championing innovation in print marketing
- Jodie Hanrahan – Senior media account director at Join the Dots, sharing insights on print’s role in digital engagement
Herdify’s Role in Driving Smarter Targeting
Central to the campaign’s success was Herdify, whose behavioural analytics identified high-impact audiences through word-of-mouth data. By pinpointing communities influenced by herd mentality, Herdify enabled the campaign to resonate more deeply, turning print into a tool for precision targeting.
Why Read This Report?
Whether you’re a marketer seeking innovative strategies or a brand looking to break through digital fatigue, this report offers actionable insights on integrating print into your campaigns. It’s time to reimagine print as a data-driven, performance-boosting channel that thrives in a phygital world.
Read the Full Report and Discover the Future of Print
By blending creativity, data, and collaboration, the Creative Futures campaign proves that print isn’t just surviving; It’s evolving. Are you ready to unlock its potential?
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