For years, businesses have been told that everything is moving online. Email replaced letters. Social media overtook leaflets. Digital advertising became the default marketing channel.
Yet new research suggests something unexpected is happening.
Rather than disappearing, print is evolving into a premium marketing tool that complements digital rather than competes with it.
According to Print’s Strategic Evolution: Why Physical Experiences Win in a Digital-First World, commissioned by FedEx Office and produced by Studio by Informa TechTarget, 46% of organisations have increased their print usage over the past two years, while only 21% have reduced it. The research surveyed 150 business leaders across six industries.
Experience matters
One of the strongest findings from the report is that businesses increasingly see print as a way to create memorable experiences.
Event materials were the highest-rated print application, with 94% of organisations using them and 61% describing them as extremely important to achieving business goals. Whether it’s exhibition graphics, banners, display boards or branded environments, physical marketing still has a unique ability to capture attention.
Direct mail is returning
Perhaps the biggest surprise is the resurgence of direct mail.
Planned usage is expected to increase from 42% to 66%, while branded mailing packs and environmental graphics are also seeing significant growth.
Rather than replacing digital marketing, businesses are using print to start conversations before continuing the customer journey online through QR codes, personalised landing pages and digital follow-up.
Brand consistency has become the challenge
With 94% of organisations planning some form of brand refresh, the report suggests that the biggest challenge is no longer creative design.
Instead, businesses are focusing on consistent execution across multiple locations, departments and suppliers.
Without the right systems in place, even the strongest brand identity can become inconsistent when it’s rolled out across signage, literature, exhibition materials and promotional campaigns.
Print and digital work best together
Perhaps the biggest takeaway is that successful organisations no longer see print and digital as competing channels.
Instead, each has its own strengths.
Digital delivers speed, immediacy and measurable engagement.
Print delivers presence, memorability and impact in the moments that matter most.
When combined thoughtfully, they create stronger customer experiences than either channel can achieve on its own.
The future isn’t print versus digital
The debate is over.
Today’s most successful organisations aren’t asking whether print still works—they’re asking where it creates the greatest value.
Whether it’s an exhibition stand, a direct mail campaign, retail graphics or a brand refresh, physical marketing continues to play a vital role in helping organisations stand out in an increasingly crowded digital world.
Research source: Print’s Strategic Evolution: Why Physical Experiences Win in a Digital-First World, commissioned by FedEx Office and produced by Studio by Informa TechTarget (2026), based on a survey of 150 business leaders.
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