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  • Emily Steel | Omega's Marketing Manager

Print Marketing Trends for 2022

The end of 2021 is quickly approaching, which means that now is the time to start thinking about your Print Marketing strategy going into the new year. Needless to say, staying on top of new and upcoming trends is an integral part of ensuring that you get the most out of your marketing efforts. If this seems a bit overwhelming, don’t worry. In this article, we are going to delve into all of the Print Marketing trends to look for in 2022.


Targeted Direct Mail


Sending direct mail to a specific audience not only improves your marketing results, but improves overall customer experience, as well. You can target specific recipients by segmenting them based on their individual demographic, location, or purchasing habits. In addition, if you run a B2B company, you could leverage business segmentation by considering business size, company type or industry. Targeted direct mail is a great tool for 2022, because it let’s you narrow in on groups of consumers that are much more likely to be converted into actual customers. It also allows you to refine your message to resonate more powerfully with your audience, since you know exactly who you are speaking to.


Personalization with Variable Data


Personalizing your print is a great way to strengthen any of your print, which can be accomplished with the use of variable data. While generic print marketing can garner some results, studies show that utilizing variable data to personalize your print is much more effective. One study concluded that 79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand. In addition, it has been reported that 86% of consumers say personalized marketing leads to a buying decision. Variable Data Printing makes it simple to use all of your customer data to your advantage. The promotions, offers, images and copy you use in your printed communications can all be personalized to suit individual customers or your customer segments. A print marketing campaign that is personalized and relevant to your customer’s needs is a campaign that will get results!


Take Advantage of Touch


We often forget that print materials are not just merely something to be looked at or read through. Since print is in fact a tangible material, you can also engage a customer's sense of touch. By giving the material a unique feel or texture, people are likely to spend a longer period of time interacting with your print marketing materials and leave a much more lasting impression. This can be achieved through several means. For example, foiling is a process that adds a thin film of metal to your print, creating semi-reflective and eye-catching details. Embossing and Debossing adds a raised or depressed effect to certain areas of your print respectively. You could even utilize lamination in order to reflect light in various ways, creating a more polished appearance. There are tons of possibilities for this 2022 print marketing trend!


Eco-Friendly Materials


The “Green” movement has been around for quite some time, but it shows no signs of slowing down. In fact, it seems to only be picking up speed, as the average consumer begins to more heavily scrutinize the environmental impact of companies and their products. This means that it is only natural to produce marketing materials that are more sustainable in order to appease a society that is more concerned with corporate social responsibility than ever before. Using sustainable and/or recycled paper is a great way to give potential customers extra incentive to do business with you. By opting to use eco-friendly materials, you will be able to cast your company in a favorable light, and may even cause some buzz by virtue of that alone.


As another year passes by, print marketing trends continue to evolve. The one thing that remains constant, however, is the necessity to make sure that you stay up to date with them! When it comes to marketing strategy, falling behind the curve is a recipe for disaster. It's crucial to stay ahead of the curve when it comes to such trends in order to stay in touch with your customer base, and therefore maximize profits. That being said, keep these trends in mind in order to enjoy marketing success in 2022!



Written by Omega High Impact Print Solutions’ Digital Marketing Specialist, Emily Steel