What's Happening?
The Drum, in collaboration with Canon, has introduced a new competition titled 'Feel This: Print Without Limits' aimed at encouraging brands and agencies to explore the role of physical creativity in the modern marketing landscape. This initiative comes
as social media trends shift towards 'going analog,' with consumers increasingly seeking tangible, sensory experiences. The competition offers two bespoke prize packages and is accompanied by a creative playbook that guides participants on integrating print into the omnichannel marketing mix. The playbook emphasizes the unique impact of physical formats in driving attention, trust, and memory, and provides actionable strategies for using print to enhance customer engagement and performance marketing.
Why It's Important?
This competition highlights a significant shift in marketing strategies as brands seek to balance digital and physical interactions. As consumers push back against digital overload, the demand for tangible experiences is growing. This trend presents an opportunity for marketers to leverage print media's unique attributes to create memorable and impactful campaigns. By integrating print with digital channels, brands can enhance personalization and measurability, potentially leading to improved customer engagement and loyalty. The competition encourages innovation in how brands connect with audiences, emphasizing the importance of sensory experiences in a digital-first world.
What's Next?
Participants in the 'Feel This' competition will explore new ways to incorporate print into their marketing strategies, potentially leading to a resurgence of physical media in advertising. As brands experiment with these concepts, the industry may see a broader adoption of hybrid marketing approaches that combine the strengths of both digital and physical channels. The competition could also inspire further innovation in print technology and data integration, enabling more personalized and effective marketing campaigns. The outcomes of this initiative may influence future marketing trends and strategies, as brands seek to meet evolving consumer preferences.
