In an era dominated by digital advertising, tactile media like direct mail and door drops are proving their worth by generating the highest advertising effects. Ian Gibbs, Director of Data Leadership and Learning at JICMail, highlights the unique strengths of these traditional channels.

Gibbs points out that tactile channels are not only highly measurable and accountable but also enjoy high levels of consumer trust. This makes them less susceptible to fraud and more transparent compared to digital platforms. As a result, they offer a real opportunity for marketers to achieve significant performance marketing effects. Interestingly, a recent DMA report reveals that print media often scores above average in creativity, further enhancing its effectiveness.

The tactile nature of print allows it to create a lasting impression, driving higher response rates and engagement. As we navigate through 2025, it's clear that print media, with its tangible and trustworthy attributes, will continue to play a crucial role in the marketing mix. Let's embrace the power of tactile media and leverage its strengths to create impactful campaigns.