Can the metaverse increase your response rates 6.5x – read on. The metaverse is the next big technology advancement set to change how people interact with one another forever. This fictional world creates a virtual space that focuses on social connection. So, what does this mean for print communication? Integrating the physical and virtual world makes room for endless opportunities including programmatic print.
Programmatic Print Drives Action
Programmatic print offers effective targeting and allows for greater personalization. The connections can be easily transitioned from print to digital communications, as well. Programmatic printing will give businesses the opportunity to drive emotional response like never before. Everything that can be personalized online can now be personalized in print as well. Digital data collected online is used to produce printed marketing communications personalized to the user. Those socks you liked, yes, they can be printed on your personalized direct mail piece. And, the timing and frequency of mail pieces can be triggered by a consumer’s actions, too. These hyper-personalized print pieces can be tailored to the point of what specific actions a user took online. The results of implementing programmatic print are a higher response rate, engagement rate, increased brand loyalty, and a proven ROI.
The Drum and Canon Case Study
In 2021, The Drum and Canon tested the theory of programmatic print by launching a virtual art exhibit for the Class of 2021. The platform allowed students to showcase their final years’ worth of artwork since COVID-19 had removed the ability to do so in person. In order to encourage people to register and attend the digital exhibition, targeted email and print communications were sent out to the global creative community. Due to the strict COVID-19 protocols, many of the final year students were unable to secure internship opportunities, making industry-related connections that much more important to their career growth.
Once the campaign was up and running, The Drum and Canon’s data team started tracking how creatives were engaging with the student’s artwork and triggered personalized print materials based on their interactions.
The results of the campaign speak to the success of programmatic print. For example, when it came to exhibit registrations, individuals who received a printed postcard in addition to an email were 6.5x more likely to register for the event. Once registered, printed communications also drove engagement rates to be double those individuals who had not received a print piece. Lastly, there was a response rate from direct mail 3x that of email when individuals were invited to provide feedback on the exhibit. This further proves that print provides additional value to campaigns by triggering an emotional connection, resulting in greater depth of engagement.
Engagement in the Metaverse
Similar to The Drum and Canon Case Study, programmatic print can also be used within the metaverse. Brands and businesses can use targeted email and print communications by triggering them based on how consumers are interacting with products or services. For example, Nike is already quietly getting ready to release digital shoes, clothing, headwear, eyewear, bags, sports bags, backpacks, sports equipment, art, toys, and accessories for use in the virtual environments. Depending on how consumers interact with the digital products, targeted email and print communications will then be sent out to further engage and ultimately convert an individual.
