Integrated Marketing with Print and Digital

Summary of “The Convergence: Print & Digital” (Milkshake)

This article explores how modern marketing strategies can harness the strengths of both print and digital to create powerful, personalized, and interactive brand experiences. Highlighting a successful campaign by Street Level Studio for Canon, it details how print—enhanced with digital technologies like QR codes, smart speaker prompts, and augmented reality—can emotionally engage audiences and drive measurable business results. The campaign, which used tactile direct mail pieces tied to the five senses, became a model for Canon’s ongoing marketing efforts due to its effectiveness in generating interaction and data.

Key points include:

• Interactive print drives engagement through personalization and sensory appeal.
• Print complements digital by offering emotional, tangible experiences in an increasingly commoditized digital landscape.
• Technological advances in variable data printing and AR make it possible to hyper-personalize print at scale.
• Omnichannel strategies that connect print and digital touchpoints result in deeper customer engagement and better analytics.
• Print is measurable and agile, now able to be tracked, triggered, and customized just like digital content.

Who should read this:

• Marketing professionals seeking fresh, results-driven campaign strategies.
• Brand strategists looking to stand out in crowded digital environments.
• Print and digital marketing agencies aiming to integrate channels effectively.
• Business leaders exploring new ways to reach and resonate with their target audiences.

Click here to read the this article in Milkshake: Issue 19, pages 2-5.