Canon provides guidance on measuring print marketing ROI

Canon Germany has released guidance on how to measure the return on investment (ROI) for print marketing materials, such as direct mail and posters. The company highlights that despite the prevalence of digital marketing, effectively measuring the impact of all marketing channels on business outcomes remains a challenge.

A significant percentage of marketers struggle to attribute their efforts to measurable business results. Canon suggests that advancements in digital printing technology now enable print campaigns to be measured as effectively as digital ones. The company emphasizes that print can be integrated with digital channels to improve tracking and accountability.

Canon proposes various methods for measuring print marketing effectiveness. These include utilizing tools like QR codes, Near Field Communication (NFC) in smart posters, and augmented reality (AR). These technologies allow marketers to track consumer behavior and target communications more precisely, thereby enhancing campaign efficiency.

Furthermore, Canon points to the use of variable data printing as a way to create personalized print materials based on customer data. This can lead to improved conversion rates, as demonstrated by fashion retailer Bonprix, which saw increased response and conversion rates by personalizing its mailings and other print collateral.

Canon's perspective is that print marketing can seamlessly complement digital strategies. New technologies facilitate the tracking and optimization of print performance, solidifying its role within a comprehensive marketing mix.