Print Marketing Changes to Watch In The Next 12 Months

1. Widespread Integration of QR Codes and Augmented Reality (AR)

QR codes have cemented their place as a bridge between print and digital. In 2025, expect to see even more creative uses of QR codes, including linking to personalized landing pages, product videos, or AR experiences. For example:

• Interactive Product Displays: Customers can scan a QR code to visualize a product in their space using AR.
• Enhanced Storytelling: Brands can use QR codes to link to videos or animations that deepen the customer experience.
• Easy Purchases: QR codes on brochures and flyers can lead directly to checkout pages, making print materials an integral part of omnichannel shopping.

2. Sustainability as a Priority

Eco-conscious consumers are pushing businesses to adopt more sustainable practices, including in print marketing. Trends include:

• Recycled and Biodegradable Materials: Print materials made from recycled paper, soy-based inks, or compostable substrates will gain popularity.
• Minimalist Designs: Reducing the amount of ink and materials used aligns with sustainable practices while delivering clean, modern aesthetics.
• Transparency in Printing Processes: Brands may highlight sustainable certifications on their materials, such as FSC-certified paper or carbon-neutral printing.

3. Personalisation at Scale

Advances in variable data printing (VDP) make it easier than ever to produce highly personalised print materials. In 2025, businesses will use this to:

• Segment Campaigns: Tailor brochures, postcards, or catalogues to specific customer demographics.
• Hyper-Personalised Offers: Include names, purchase history, or location-based recommendations in print pieces.
• Target Niche Audiences: Print can complement digital personalisation strategies by providing tangible, targeted touchpoints.

4. Interactive and Smart Print Materials

The rise of “smart” print materials will add an innovative edge to traditional marketing. Examples include:

• Embedded NFC Technology: Similar to QR codes, NFC chips allow customers to tap their phones on a printed piece to access digital content.
• Scannable Codes for Exclusive Content: Print can unlock exclusive deals, online events, or loyalty rewards, providing a unique incentive to engage.

5. Tactile Marketing: The Rise of Textured and Specialty Finishes

With so much focus on digital channels, tactile experiences provided by print are becoming more valuable. Expect a surge in:

• Specialty Finishes: Soft-touch laminates, embossing, foil stamping, and spot UV coating.
• Unique Textures: Materials that offer a sensory experience, such as suede finishes or raised ink.
  These techniques make print pieces feel premium and memorable, enhancing customer perception of a brand.

6. Compact and Multifunctional Formats

As attention spans shrink, businesses will adopt concise, multifunctional formats like:

• Foldable Brochures: Compact designs that unfold to reveal detailed information.
• Pop-Up Mailers: Interactive mail pieces that engage recipients with creative mechanics.
• Multi-Use Prints: For example, posters that double as coupons or calendars, providing ongoing value to recipients.

7. Localised and Hyper-Targeted Campaigns

Localisation will become a significant focus, with businesses using print to engage communities.

• Neighbourhood-Specific Messaging: Direct mail campaigns tailored to local events or cultural contexts.
• Geo-Targeted Print Advertising: Using data analytics to design campaigns for specific regions or demographics.
  This approach allows businesses to build stronger connections with customers by addressing their unique preferences.

8. Subscription-Based Print Marketing

Print isn’t just for one-off campaigns. In 2025, subscription models for print marketing will grow, including:

• Quarterly Lookbooks: Seasonal catalogs or updates for loyal customers.
• Branded Subscription Kits: Combining print with product samples to keep customers engaged year-round.
• Personalised Newsletters: Printed updates that cater to individual customer interests and buying habits.

9. Hybrid Print-Digital Strategies

2025 will further blur the lines between print and digital. Businesses will adopt hybrid campaigns that use print as an anchor point for digital experiences:

• Triggered Digital Follow-Ups: Print mailers that generate follow-up emails or retargeted ads when customers engage.
• Omnichannel Continuity: Printed materials reinforcing digital messaging to create cohesive campaigns across all platforms.

10. Print as an Experience

Finally, print is being viewed not just as an information channel but as an experience in itself. Creative executions in 2025 might include:

• Interactive Books or Brochures: Pieces with pull tabs, pop-ups, or perforations for an engaging tactile experience.
• Artistic Marketing Pieces: Limited-edition prints or collectible designs that consumers cherish.
• Story-Driven Print: Multi-page materials that unfold a brand’s story in a compelling, narrative format.

Print marketing is far from obsolete—it’s evolving in exciting ways to complement digital strategies and deliver impactful experiences. By embracing trends like sustainability, personalisation, and interactive elements, businesses can leverage print to connect with customers in meaningful, memorable ways. Preparing your print strategy now ensures your brand stays relevant and ahead of the competition in 2025.