Digital advertising has become quite the expense in recent times – however, it has also become increasingly commonplace for digital campaigns to result in diminishing returns.
There are many factors to account for this: not only has the market become oversaturated with a wealth of businesses eager to stand out; but Apple’s updated privacy policies mean that users of iOS 14.5 (and up) block tracking cookies as a default. This has restricted the amount of personal data that can be collected by companies like Facebook – meaning they have less to sell to third-party advertisers wishing to target users with specific interests.
With underwhelming results coming at such high prices, many companies are diversifying their marketing approaches to include print – and finding that the personal feel of direct mail, catalogues, salesperson CVs, mini-portfolios, gift boxes, and other creative leave-behinds are helping to set their brand apart.
This popularity isn’t limited to a single generation, either: for older demographics, interacting with physical media taps into feelings of nostalgia; whereas for younger groups, it provides a novel respite from constant screen-time.