The future belongs to those who blend: how digital and print are reshaping marketing

“There’s been a misconception for years that digital will completely replace traditional media,” Twellmeyer begins. “But what we’re seeing now is a realisation that the two are not competitors but partners. When used together effectively, they create something much more powerful than the sum of their parts.”

A collaborative landscape

One of the key insights from Twellmeyer’s experience is how traditional media, such as direct mail, complements digital strategies. “Direct mail has a tangible quality that digital channels lack,” he explains. “It’s something you hold, something that stays on your desk or fridge. And when combined with digital touchpoints like email or app notifications, it can amplify the message in ways that digital alone cannot achieve.”

 This synergy is particularly evident in customer retention and engagement strategies. According to Twellmeyer, “Companies are beginning to use direct mail as a reinforcement tool. For example, an email campaign might announce a sale, while a beautifully designed mailer reminds the customer a week later. These cross-channel strategies not only increase conversion rates but also build stronger brand loyalty.”

Navigating economic challenges

The economic situation in Germany adds another layer of complexity to the marketing landscape. “Germany is facing its second consecutive recession year,” Twellmeyer notes. “Rising costs, structural issues, and increasing social security expenses are putting pressure on businesses to make smarter, more cost-effective decisions. Marketing budgets are being scrutinised more than ever, and companies are seeking reliable strategies that deliver measurable results.”

He explains that these economic pressures are driving innovation: “Businesses are exploring hybrid approaches, leveraging both digital and traditional media to maximise impact without overspending. It’s about being strategic with resources and focusing on what truly resonates with the audience.”

The opt-in challenge and data factor

Obtaining consent for email remains a challenge, especially in markets like Germany where privacy regulations are strict. "The double opt-in requirement for digital channels has forced marketers to rethink how they build trust and acquire permissions," Twellmeyer explains. "Interestingly, direct mail offers a way to bridge the gap when digital opt-ins are hard to obtain, but it requires careful integration with other channels to stay compliant and effective." 

Digital channels have long been celebrated for their data-driven precision, but traditional media is catching up. Twellmeyer notes that advancements in marketing technology are bridging the gap: “Today, we can use CRM data to personalise direct mail as effectively as digital ads. Imagine receiving a mailing that reflects your browsing history—it feels curated, personal, and far more impactful than a generic email.”

However, he acknowledges the challenges. “Data quality and availability have been significant hurdles,” he says. “But things are improving. Businesses are investing in cleaner, more integrated datasets, which allow for smarter segmentation and better targeting. This evolution is making traditional media more dynamic and relevant than ever.”

Overcoming ROI challenges

Measuring the return on investment (ROI) for traditional media remains a sticking point for many marketers. “I fully agree. The main problem is that customers often don’t know the ROI,” Twellmeyer observes. “I rarely see companies with sophisticated systems that can track performance across channels due to the many interdependencies.”

“For example,” he explains, “you send a mailing, and three weeks later, a customer uses a code printed on it to make a purchase. Many companies, however, allocate all transactions in the first two months to any channel without knowing whether the person returned because of email, the mailer, or another reason. There’s often no clean control group to test against.”

A smarter approach, according to Twellmeyer, involves well-designed marketing automation. “You’d set up a journey with a control group that receives nothing, an email opt-in group, and another group that receives direct mail if no email response occurs. By comparing these groups, you can calculate uplifts and measure how direct mail contributes to conversions. But honestly, very few companies do this in a structured, automated way.”

Despite this, many businesses remain cautious. “Cost is often the main reason for cutting traditional media,” Twellmeyer says. “But that’s short-sighted. Without fully understanding ROI, businesses risk losing the unique benefits traditional channels offer.”

Sustainability and perception

Sustainability is an increasingly important consideration in media planning, and traditional channels are not exempt from scrutiny. “There’s a lot of misinformation about the environmental impact of print,” Twellmeyer asserts. “Yes, paper production has a footprint, but so does digital. Every email stored on a server consumes energy, often more than people realise.” 

He advocates for a balanced view: “The key is to use both responsibly. For print, that means focusing on recycled materials and sustainable sourcing. For digital, it’s about streamlining data storage and reducing unnecessary clutter. Ultimately, sustainability should be a shared responsibility across all media channels.”

Twellmeyer also touches on the role of consumer perception: “Print has an authenticity and permanence that digital sometimes lacks. When combined with a commitment to sustainability, it can become a powerful part of a brand’s story. Customers notice when companies make thoughtful choices.”

The Role of AI in Integration

 Artificial intelligence (AI) is playing a transformative role in the integration of digital and traditional media. “AI has been a game-changer,” Twellmeyer says. “From advanced segmentation to predictive analytics, it’s helping us refine how and when we communicate with customers.”

He offers a glimpse into the future: “Imagine an AI-driven system that identifies when a customer is most likely to convert and automatically triggers a direct mail piece to arrive at their door within 48 hours. It’s not science fiction; it’s happening now.”

But Twellmeyer is quick to emphasise that technology alone is not enough: “AI can enhance our strategies, but it’s the human element—the creativity, the storytelling—that brings it all to life. The best campaigns are those that combine technological precision with emotional resonance.”

Looking Ahead

As we move further into 2025, the marketing landscape continues to evolve, but one thing is clear: the lines between digital and traditional media are blurring. “This isn’t about choosing one over the other,” Twellmeyer concludes. “It’s about finding the right balance. The most successful brands will be those that embrace integration, leveraging the strengths of each channel to create a cohesive, impactful customer experience.”

In a world inundated with information, the synergy between digital and traditional media offers a way to cut through the noise. By combining the immediacy of digital with the tangibility of print, marketers can forge deeper connections with their audiences, ensuring that their message not only reaches but resonates.

And that, as Twellmeyer aptly puts it, is the future of marketing. “It’s not just about being seen or heard. It’s about being remembered.”

For more PREDICTIONS 2025 select Ian Gibbs (JICMAIL/DMA), Stéphane Bodier (ACPM), Eef de Ridder (Ricoh) or Magali Florens (Udecam).