Printweek - Sappi polls marketers on future of marketing

Sappi has commissioned Kantar to carry out a wide-ranging study on marketing effectiveness in the post-pandemic era, and said it aimed to “demystify tired marketing myths about print” as part of the project.

The South Africa headquartered manufacturer of pulp, paper and packaging products commissioned the study of marketers across the UK, Germany, France, Spain and Italy in Europe, as well as the US, earlier this year.

At least 200 specialists were interviewed per country, with a total of 1,208 interviewees.

The results are available in a special 16pp tabloid-format print piece A Glimpse into the Future of Marketing (And the Surprising Role of Print).

In the UK, the survey found the top three KPIs were: number of new customers/customer satisfaction, sales, and efficiency/ROI.

More than 80% of marketers overall said that trust was the most important attribute for customers at the time of purchase, and 72% said that a strong brand required “great brand image and positioning”.

Sustainability was also a key concern, with respondents reporting that it would be the most important marketing trend in the next 12 months – and an area where print on paper has a major role to play in terms of environmental regeneration and the circular economy.

While digital communication channels came top in terms of perceived importance, 54% of respondents described printed collateral as “essential” or “very important”, with 48% saying the same about printed advertising in newspapers or magazines.

Sappi Europe head of marketing operations Conor Evers said the survey results and accompanying publication backed up Sappi’s view that print can be “a surprisingly effective component in the modern marketing mix”.

“It’s time to demystify tired marketing myths about print and show how it can be used alongside other media to support today’s brands – and help them stand out from the competition,” he said.

Evers said the content underlined Sappi’s commitment to both the future of the print industry and the marketing needs of today’s brands, with the group continuing to invest in product innovation and new product launches.

Sappi described the report as being of interest for anyone who wanted to boost the ROI on their marketing spend and “get under the skin of brand desire”.

To order a copy, visit www.sappipapers.com/glimpse.