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For years, the conventional wisdom was simple. Follow the audience online. Digital channels promised scale, precision targeting, and measurable results. Brands responded by shifting budgets accordingly, and for a while, it worked. Then everyone else did the same thing.

Marketers have adopted AI content tools at a remarkable rate. Depending on which study you read, somewhere between 43% and 88% of marketers now use AI to create content. Yet the complaint is nearly universal: the drafts sound generic. They cover the topic without saying anything. They sound like they were written by a committee that had read extensively but experienced nothing.

Many businesses mistakenly believe that to make their print marketing more sustainable, they must sacrifice quality or price. But that isn’t necessarily true. Many choices that reduce environmental impact also reduce waste, improve targeting, and lower costs.

Every relationship starts with emotional intimacy. Business relationships are no exception. This is why many companies are investing in customer intimacy strategies.

The narrative has been consistent for years: Digital is rising, print is fading. But the data tell a more complicated story. Across multiple industries and consumer segments, print is quietly regaining ground. Not out of nostalgia, but because it works in ways digital increasingly doesn’t.

A great marketing campaign starts with accurate, current data, and the most reliable data you can get is the kind customers give you willingly. Purchased lists and third-party data have their place, but self-reported information is almost always more accurate, more current, and more actionable. The question is how to get customers to share it.