Marketers like digital, but not print. Why? And what to do about it?

Print is dead. And digital is heaven. That’s the message you often hear from marketing gurus. And maybe that’s what they firmly believe. But reality is different. And print must be enhanced to be part of the digital age.


Most of the time when you see studies about marketing and the use of different communication channels, only digital channels are compared. The number of studies that also include print, is limited. But those do show one really important fact: consumers trust print more than digital.


And it’s not only trust. Did you know there is a type of marketing material with a 92% ‘opening rate’? And it’s not only opened, it’s also actively used! It’s the good old ‘door drop’ publicity folder. Even 65% of the people that opted out, via a ‘no publicity’ sticker on their mailbox, do read these folders. E.g. when they visit friends and family. And these folders are actionable: many people use them for their shopping lists, 60% according to recent studies.


So what is the problem with print? Why don’t marketers like it? Because you can’t track it. Or at least, that’s what marketing gurus keep telling us. But it isn’t true. You can track print. And it’s not even that difficult, you just have to be a bit creative. I’ve recently demonstrated how you can get ‘print’ in Google Analytics.


And that’s what we need to do: make print traceable. So it will be an integral part of e.g. marketing campaigns, in the communication strategy. And with digital print, personalization and traceability will be at the same level as with digital channels. But enhanced with that one extra ingredient: trust.


If you would like to find out more then check out Eddy Hagen


For full articles on all of the above go to these links :


Reality check on digital advertising vs print: trust and influence are much lower with digital:

Opening rate :

Print in analytics:






Eddy Hagen has been roaming the printing industry since 1988. As the longtime trendwatcher and general manager for an innovation center for the printing industry, he has observed, analyzed, documented and commented the significant changes in this industry from a front row seat.


His experience, insights and visionary forecast have turned him into a coveted author of industry analysis articles, which have been published globally in renowned trade magazines. He has also delivered numerous presentations on a variety of print related topics at both public events, like conferences, and in high level company trainings, in Europe and in the USA.


Eddy Hagen currently works as an independent industry and market consultant and analyst, sharing his observations and insights on his blog.