Print-based media including publications, catalogs and promotional materials received in the mail are the MOST TRUSTED by consumers when making a purchasing decision (based on surveys conducted by MarketingSherpa). This comes at a time when other major channels like digital are being viewed with increased skepticism due to data breaches, spam, questionable content and elevated privacy concerns.

Companies have made it a priority to maintain their customer data to a higher standard than in previous years. They are now using this data more effectively than ever to influence the purchase behaviors of their existing customers (higher frequency of purchase / increased level of purchase) and model prospect data to more effectively find “look-alike” customers to acquire.

With the implementation of improved testing methodologies, marketers are able to optimize their efforts by testing mail formats, offers and a range of other variables to achieve the best overall approach. With POS systems supporting features like scannable coupon codes and other tracking, marketers are able to use data captured by previous campaigns to improve results in the future.

The shift to a “mobile first” mind set and consumer’s interacting on mobile devices at a higher rate than desktops has changed the impact various digital advertising formats have. What was previously viewed on large desktop screens is now either much smaller on a mobile device, limited in its “rich media nature” or requires drilling down further to see any of the content in the case of email.