2020 saw a radical change in the opportunities open to businesses to communicate with their customers. Many of us are spending much less time in the office, reducing face-to-face meetings and spending a lot of time online – working, but also catching up with friends and shopping. In fact, time spent on digital media has steadily increased, reaching 7.5 hours a day this year1.
With such a high percentage of our time spent on digital channels, achieving cut-through is becoming increasingly challenging. Research suggests that target markets are showing signs of ‘digital fatigue’, demonstrated by a steep rise in adblocking technology2. This puts a renewed emphasis on the importance of alternative communications such as print as a way to capture and engage customers in the new normal.