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Stuart O'Brien

DIGITAL PRINTING MONTH: The rise of agile digital print campaigns in multichannel marketing
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Agility is everything. Brand campaigns need to be responsive, relevant, and highly targeted—often delivered across multiple channels at short notice. This demand for flexibility has driven a surge in short-run digital printing, enabling marketers to launch campaigns that are localised, personalised, and time-sensitive, without sacrificing quality or efficiency…

Short-run digital print has become a cornerstone of multichannel marketing strategies, allowing brands to test creative concepts, target micro-audiences, and adapt materials in real time. It’s no longer just about printing at scale—it’s about printing smartly and strategically.

One of the biggest advantages of digital print is its ability to support localised marketing activations. National brands can now tailor printed assets—such as posters, POS materials, and direct mail—for specific regions, retail outlets, or even individual store profiles. Creative elements like language, product offerings, and promotional pricing can be quickly adapted to suit local market conditions. This level of precision enhances customer relevance and drives stronger engagement.

Digital print is also ideal for seasonal or event-based campaigns, where timing is critical and volumes may not justify traditional offset printing. Whether it’s Valentine’s Day, a pop-up event, or a limited-time offer, marketers can produce high-quality assets in small quantities—on demand and on deadline. This reduces waste, minimises storage costs, and allows teams to act on short-term opportunities without committing to large print runs.

Another key strength is the ability to execute seamless creative versioning. With digital workflows, brand teams can create multiple versions of the same base design with ease—changing imagery, headlines, or calls to action depending on audience segment or channel. For example, a print run of 2,000 flyers can be split into 10 variations, each tailored to a different demographic or test market. This supports A/B testing, improves campaign targeting, and strengthens message resonance.

From a production standpoint, today’s digital presses deliver exceptional quality that rivals traditional litho—making it suitable for both premium and everyday campaign materials. Turnaround times are significantly faster, with many suppliers offering next-day or even same-day fulfilment for short-run jobs. This speed-to-market is invaluable in an era where brand agility can define competitive advantage.

Ultimately, short-run digital print is empowering marketers to be more responsive, experimental, and cost-efficient in their campaign execution. As multichannel strategies continue to evolve, this capability will remain a vital tool for delivering personalised, high-impact marketing that meets the moment—without the wait or the waste.

Are you searching for Digital Print solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by Bank Phrom on Unsplash

E-commerce and marketing businesses spending big on AI with little gain, says research
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UK-based e-commerce companies are investing significant capital in AI to improve the customer experience, however, many businesses are yet to realise significant gains.

That’s according to a survey of senior executives at 300 large and mid-sized e-commerce companies in Europe and the US by CMS Storyblok.

UK businesses have spent an average of £321,000 in the past year on developing or implementing AI solutions to enhance their digital customer experience, with 21% spending more than £500,000. Yet almost half (44%) state that their AI investment has only made a slight improvement to their customers’ digital experience.

Surprisingly, nearly all of UK business leaders (93%) say that their AI investment has delivered a good Return on Investment (ROI), of which 28% perceive it as a very good ROI. This potentially indicates businesses are taking a longer-term view of AI investment to improve their digital offering.

The research also explores the most popular use cases for AI amongst UK business leaders, which were cited as website content creation (59%), customer service (53%), marketing analysis (51%), translation services (49%), and marketing content creation (48%).

Dominik Angerer, CEO and Co-Founder of Storyblok said: “The transformative potential of AI for the digital experience is enormous, but our research highlights a clear gap between expectation and reality. While UK businesses are seeing some improvements, these remain incremental rather than truly transformative. What’s particularly interesting is that despite this, most business leaders still consider the capital they have committed to AI a good investment. This could suggest that many UK companies do not expect big gains immediately, but are instead taking a longer-term view of AI to transform their digital offering.

“To unlock AI’s full potential, businesses must go beyond surface-level implementations and integrate AI in a way that drives meaningful transformation. Core to this is the flexibility to scale with ease, and that’s where composable architecture comes in, enabling companies to seamlessly integrate AI-driven solutions across multiple channels without the restrictions of legacy systems. From hyper-personalisation to seamless localisation, nearly every possible AI use case could be implemented more effectively, and to a higher standard if businesses raised the digital bar and embraced modern marketing technology.”

DIGITAL PRINTING MONTH: What makes a good brand partner in 2025?
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Digital print continues to play a pivotal role in brand marketing – supporting everything from personalised direct mail and short-run packaging to localised POS displays and experiential campaign materials. As consumer expectations grow for personalised, sustainable, and high-impact brand touchpoints, selecting the right digital print partner is more important than ever for marketers…

The right supplier goes beyond print quality alone. Today’s digital print partners must offer agility, data-driven integration, automation, and sustainable practices — all while helping brands move quickly from creative concept to tangible campaign assets.

Campaign flexibility is a key differentiator. With marketing cycles becoming shorter and more reactive, brand teams need partners who can turn around campaigns at speed, across varying formats and volumes. A reliable partner should offer short-run, variable print capabilities with the ability to handle multiple design versions simultaneously—ideal for regional campaigns, A/B testing, or time-sensitive promotions.

Data integration is another critical consideration. As personalised print campaigns become more commonplace, brand marketers need suppliers that can securely integrate with CRM systems and customer data platforms. This enables the creation of personalised offers, names, images, and messages printed on demand—helping to improve engagement rates while aligning with digital campaign efforts.

Automation and workflow efficiency are also essential. The best digital print suppliers provide end-to-end services that streamline production and fulfilment. This includes online proofing, automated ordering systems, real-time job tracking, and direct-to-consumer delivery where needed. These efficiencies not only save time but also reduce the risk of costly errors in large, multi-channel campaigns.

Fulfilment capabilities can make or break a campaign’s success. A strong partner should offer warehousing, kitting, and distribution services that align with campaign timelines and geographic reach. Whether it’s distributing POS to hundreds of retail locations or managing print-on-demand orders for an e-commerce promotion, fulfilment must be fast, accurate, and scalable.

Sustainability is no longer a “nice to have”— it’s a purchasing priority. Consumers and stakeholders alike are increasingly scrutinising the environmental footprint of marketing activities. Brand marketers should prioritise digital print partners that use FSC-certified materials, water-based or low-VOC inks, and energy-efficient production processes. Providers should also be able to support carbon reporting or offsetting strategies where needed.

Ultimately, choosing the right digital print partner in 2025 means finding a supplier that understands marketing agility, can work in sync with your data and systems, and is aligned with your brand’s values – particularly around sustainability. With the right partner in place, marketers can deliver high-impact printed campaigns that are smarter, faster, and more effective than ever before.

Are you searching for Digital Print solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by SEO Galaxy on Unsplash

May 2025 is Social Media Month on Digital Marketing Briefing – Here’s how to get involved
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the marketing sector – and in May we’ll be focussing on Social Media solutions. It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today. So, if you specialise in Digital Printing and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Kerry Naumburger on k.naumburger@forumevents.co.uk. Here’s our features list in full:- May 2025 – Social Media June 2025 – Brand Monitoring July 2025 – Website Analytics Aug 2025 – Conversion Rate Optimisation Sept 2025 – Digital Signage Oct 2025 – Printing Nov 2025 – Creative & Design Dec 2025 – Online Strategy Jan 2026 – Content Management Feb 2026 – Lead Generation & Tracking Mar 2026 – Email Marketing April 2026 – Digital Printing

DIGITAL PRINTING MONTH: How smart packaging and QR codes are bridging offline and online experiences
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The lines between physical and digital brand experiences continue to blur. For UK brand marketers looking to deliver richer, more interactive customer journeys, digitally printed packaging and point-of-sale (POS) materials are playing a central role. Powered by innovations in QR codes, NFC tags, and augmented reality (AR) triggers, print is no longer static—it’s smart, connected, and measurable. As brands seek to enhance engagement, collect zero-party data, and create seamless omnichannel experiences, interactive print is becoming a must-have element of campaign planning…

The New Role of Digital Print in Customer Engagement

Modern digital printing offers far more than fast turnaround and high-resolution output. It enables mass customisation, creative flexibility, and the integration of interactive elements directly into packaging, labels, and marketing collateral. This includes:

✔ QR codes linking to personalised content, videos, or digital promotions
✔ NFC chips embedded in packaging for tap-and-go experiences via smartphones
✔ Printed AR markers that launch immersive experiences when scanned through branded apps or social platforms

These tools turn every physical touchpoint into a digital entry point, bridging the gap between offline visibility and online engagement.

Benefits for Brands and Marketers

The integration of smart elements into digital print offers a range of strategic advantages for brand teams:

✔ Data capture – Track customer interactions, scan locations, and content preferences in real time
✔ Dynamic content delivery – Update landing pages, offers or video content without reprinting materials
✔ Stronger campaign attribution – Measure ROI from physical activations and POS displays more effectively
✔ Sustainability wins – Replace traditional multi-page instructions or promo inserts with on-pack digital content

In industries such as food & drink, personal care, fashion, and electronics, these approaches are helping brands tell richer product stories while reducing cost and waste.

Use Cases Gaining Momentum

  1. Connected packaging in FMCG: QR codes on food packaging linking to nutritional data, sustainability credentials, or brand storytelling.

  2. Retail POS displays: NFC-enabled posters or shelf displays offering product demos, loyalty sign-ups, or AR product visualisation.

  3. Event and campaign activations: Limited-edition packaging that unlocks contests, virtual experiences, or exclusive content via scannable codes.

With short-run digital printing making it easy to version designs for specific regions, events, or segments, this approach supports more targeted and agile marketing.

In 2025, digital print is no longer a traditional medium—it’s a digital bridge. By integrating smart technologies into printed materials, UK brand marketers can create connected experiences that delight consumers, generate data, and drive measurable results. The future of print is interactive, intelligent, and integrated—and it’s redefining what physical marketing can achieve.

Are you searching for Digital Print solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by MK +2 on Unsplash

GenAI demand to hit $644bn this year
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Global generative AI (GenAI) spending is expected to total $644 billion in 2025, an increase of 76.4% from 2024, according to a forecast by Gartner.“Expectations for GenAI’s capabilities are declining due to high failure rates in initial proof-of-concept (POC) work and dissatisfaction with current GenAI results,” said John-David Lovelock, Distinguished VP Analyst at Gartner. “Despite this, foundational model providers are investing billions annually to enhance GenAI models’ size, performance, and reliability. This paradox will persist through 2025 and 2026.

“Ambitious internal projects from 2024 will face scrutiny in 2025, as CIOs opt for commercial off-the-shelf solutions for more predictable implementation and business value. Despite model improvements, CIOs will reduce POC and self-development efforts, focusing instead on GenAI features from existing software providers.” said Lovelock.

GenAI spending is poised for significant growth across all core markets and submarkets in 2025 (see Table 1). GenAI will have a transformative impact across all aspects of IT spending markets, suggesting a future where AI technologies become increasingly integral to business operations and consumer products.

Table 1. Worldwide GenAI Spending Forecast (Millions of U.S. Dollars) 

 

 

  

 2024 Spending

  

 2024 Growth  (%)

  

 2025 Spending

  

 2025 Growth  (%)
Services  10,569 177.0 27,760 162.6
Software 19,164 255.1 37,157 93.9
Devices 199,595 845.5 398,323 99.5
Servers 135,636 154.7 180,620 33.1
Overall GenAI 364,964 336.7 643,860 76.4

Source: Gartner (March 2025)

GenAI spending in 2025 will be driven largely by the integration of AI capabilities into hardware, such as servers, smartphones and PCs, with 80% of GenAI spending going towards hardware.“The market’s growth trajectory is heavily influenced by the increasing prevalence of AI-enabled devices, which are expected to comprise almost the entire consumer device market by 2028,” said Lovelock. “However, consumers are not chasing these features. As the manufacturers embed AI as a standard feature in consumer devices, consumers will be forced to purchase them.”

Photo by ilgmyzin on Unsplash

‘Majority of major brands’ expect increased investment into customer loyalty
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A survey has found the majority (67%) of businesses expect investment in digital loyalty to increase or significantly increase over the next 12 months.
Apadmi’s second annual Digital Customer Loyalty report, also revealed that 81% of respondents consider loyalty to have always been important or is now more important than ever, with the number one business challenge being solved by digital loyalty programmes being frequency of purchase.
More than a third (36%) of businesses said they are currently developing a digital loyalty programme, while 35% stated they already have a live digital loyalty programme in place. 13% said they plan to create one in the future, while less than 1% admitted they no longer use a loyalty programme. This highlights the importance brands are placing on their digital loyalty strategy.
Almost a quarter (24%) of respondents believe apps are the most responsive CRM channel they use, with mobile apps becoming the preferred channel of choice for customer loyalty initiatives.
When considering the key functions mobile apps play in loyalty programmes, brands ranked the delivery of a more personalised experience (40%) and a cost-effective way to reach customers (40%) top.
Thinking about the tactics used, 81% of respondents said personalisation is a key part of their mobile customer engagement strategy. However, a quarter admitted they only have basic personalisation implemented, or have yet to implement it at all.
Mobile continues to make personalisation a more seamless and effective tool for brands looking to keep customers engaged, whilst also delivering value to customers who expect relevant, convenient content, services and products to be served up in the palm of their hand.
Clearly, appetite for personalisation remains high, with brands suggesting that there’s still room for more. In fact, compared to 2024, there’s been a 10% rise in businesses planning to increase personalisation efforts.
When it comes to the future of loyalty tactics, businesses are already considering where they may want to invest further in loyalty in the future. Topping the list was exclusive offers (49%), up from 40% in the 2024 report.  Future tactics perceived to be less popular included paid membership ( 19%) and scan-and-go (15%), both of which declined by nearly 10% year-on-year.
Compared to last year’s results, it appears that more brands want to start focusing on exclusive offers, loyalty points, instant wins and exclusive pricing; trends already being witnessed with Apadmi’s clients.
While the appetite for digital loyalty programmes is clear, the biggest barriers for respondents were budget restrictions, lack of clear strategy, other areas being given greater priority, and a lack of internal expertise.
Instead of letting these challenges hold back growth, brands should find ways to show value quickly. For example, creating proof of concepts, using fast follow features, conducting user research, and testing features with small groups of customers.
Jake Sargent, Group Marketing Director at Apadmi, said: “Businesses across all sectors are feeling increasing pressure to acquire, engage and retain customers in increasingly competitive markets. Rising living costs for customers and business costs for brands means retaining and engaging loyal customers is essential to safeguarding retention and revenue, with the need to create more efficient and effective loyalty programmes and experiences greater than ever. Our research has highlighted how digital is shaping the world of loyalty, providing a view on the impact these experiences, particularly mobile, are having on loyalty.  An increased focus on personalisation, product and programmes to drive customer and business value is what we’re likely to see more of in 2025.”
Emma Collins, Head of Loyalty and Engagement at Poundland, said: “We had to work really hard to lay the groundwork for our new programme, Poundland Perks. That meant getting buy-in from all internal departments, including our fantastic stores – championing the results of our invaluable testing and learning. Loyalty is about finding a way to create insight, increase personalisation, drive footfall and invite conversations. And the best channel to do all of that at scale is digital, which is why we went mobile-first.”

VIDEO: eCommerce Forum July 2025 – Everything you need to know
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The eCommerce Forum is an ultra-focused event that brings key ecommerce and digital managers together with leading solution providers, for focused one-to-one meetings.

The next event will be taking place on July 10th 2025 at the Hilton London Canary Wharf: It could be the most productive day you spend out of the office this year, so act swiftly if you want to join us!

The eCommerce Forum acts as a valuable source of professional development enabling you to expand your knowledge and stay updated on the latest industry offerings.

Watch this video to find out more about our delegate experience:

Don’t delay! Register here.

You’ll have the opportunity to:-

• Meet with innovative suppliers for a series of face-to-face, pre-arranged meetings based on your own requirements.
• Network with like-minded peers.
• Attend a series of insightful seminar sessions.
• Enjoy complimentary lunch and refreshments.

Would you like to join us? Register today!

EMAIL MARKETING MONTH: Omnichannel Integration – How email is evolving alongside SMS, social, and push notifications
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Email marketing is rarely a standalone channel – it’s more often a core component of a broader, integrated omnichannel strategy. Brands are increasingly combining email with SMS, WhatsApp, in-app messaging, and social media retargeting to deliver a personalised customer experience across multiple touchpoints. With consumer expectations rising for real-time, relevant interactions, marketers are embracing platforms and strategies that ensure coordinated messaging – regardless of the channel. Here’s how omnichannel integration is shaping the future of email marketing…

1. Email as the Anchor in Omnichannel Journeys

Email continues to offer one of the highest ROI channels, ideal for longer-form communication, promotions, and content delivery. But in the age of channel switching and micro-moments, brands are positioning email as the anchor—the central hub that connects other channels.

✔ Automated journeys now link email with SMS for urgent updates or reminders.
✔ Email content dynamically adapts based on engagement with other platforms (e.g. clicking an Instagram ad).
✔ Behavioural triggers from website visits or app usage initiate follow-up emails in near real-time.

By using email as a foundation for wider engagement, brands can ensure consistency while boosting conversion across channels.

2. SMS and WhatsApp for Timely, High-Engagement Messaging

SMS and WhatsApp are proving highly effective for time-sensitive communications like flash sales, appointment reminders, and delivery updates. These channels offer higher open rates and are ideal complements to email:

✔ SMS is used to reinforce or remind recipients of email content.
✔ WhatsApp campaigns offer rich media previews, quick replies, and conversational customer support.
✔ Both channels support opt-in personalisation, respecting GDPR requirements while maintaining relevance.

When integrated with email, SMS and WhatsApp improve the likelihood of message delivery and action, particularly during key campaign windows.

3. In-App and Push Notifications for Real-Time Engagement

For brands with mobile apps, push notifications and in-app messaging create instant, context-aware touchpoints that reinforce email communication:

✔ Push notifications prompt users to complete actions started via email (e.g. finishing a checkout).
✔ In-app messages deliver personalised recommendations, often seeded by data from email click behaviour.
✔ Combined analytics help build a 360° view of customer engagement, informing future campaign strategies.

This multi-layered approach helps brands stay top of mind while respecting platform preferences and engagement timing.

4. Social Media Retargeting and Email Synergy

Brands are also integrating email with social media retargeting, ensuring consistent messaging across Facebook, Instagram, and LinkedIn:

✔ Email non-openers are served complementary ads to boost awareness.
✔ Social interactions trigger follow-up emails tailored to user interests.
✔ Unified campaign dashboards track performance across both email and social.

This blend reinforces messaging and maximises reach, particularly for audience segments who favour visual content or social-first interactions.

Successful digital marketing hinges on cohesive, customer-centric communication. By strategically integrating email with SMS, WhatsApp, push notifications, and social retargeting, UK brands are creating fluid omnichannel experiences that increase engagement, loyalty, and conversions—without overwhelming the customer.

Are you searching for Email Marketing solutions for your organisation? The Digital Marketing Solutions Summit can help!

Brand trust issues among Gen Z impacting conversion rates
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A poll of over 1,500 consumers by Wunderkind in its latest Consumer Insights Report revealed that lack of trust in a brand was the top reason one in three (28%) Gen Z shoppers would abandon a purchase when shopping direct with a retailer online, indexing +9 percentage points higher than the average UK customer.  Trust issues were also a core driver for cart abandonment for over a quarter (26%) of the Millennial shoppers polled.

The role of reputation and trust continues to be a growing consideration within purchasing decisions, with Forter’s Consumer Trust Premium report suggesting UK consumers would spend +44% more, on average, with retailers they trust, while a further 73% said they were more loyal to brands they perceive to be authentic.

And this growing need for authentic brand experiences is also evolving channel choices and preferred customer engagement among younger Gen Z shoppers specifically, with a quarter (25%) saying they would choose to shop on a retailer’s DTC (Direct-To-Consumer) website as their top ‘trusted channel’.  Gen Z is also now almost twice as likely than other shopper demographics to value brand name recognition (16% vs 9%), emphasising the role of reputation and trust in their purchasing decisions.

Meanwhile, when it came to content engagement, authentic brand storytelling indexed +5 percentage higher for Gen Z consumers (15%) compared to the average UK shopper (10%) when it came to encouraging them to visit a brand’s website frequently, with the role of reviews and User Generated Content (UGC) also ranking +9 percentage higher for Gen Zers (48% vs 39%), showcasing the role of social proof in building credibility in buying journeys.

“As Gen Z’s global spending power skyrockets, set to grow to $12trillion by 2030, this represents a significant opportunity for retailers to acquire, engage and retain younger cohorts of consumers who seek more meaningful and authentic interactions with the brands they buy from,” Wulfric Light-Wilkinson, General Manager International of Wunderkind, commented.  “Compelling content plays a pivotal role in driving repeat visits to brand websites and apps.  By helping consumers connect with products, trust brands and find value in their interactions, the right content fosters engagement and loyalty, allowing brands to deepen connections and maximise reach.”