It’s no secret that Digital transformation has had a vast impact on how customers acquire information and interact with organisations. And to understand this you only have to look at your own behavior.

Virtually every considered decision you make about buying a new product or service begins with you looking up information and reviews on your smartphone. Whether it is buying a car or renting an apartment, the first step is usually to check relevant websites for pricing and information about car brands or rental rates in preferred locations.

But, while digital interaction is a vital consideration when it comes to customer relationships, it is not the only consideration.

For example, which do you think would garner a better response from a potential customer in the market for a luxury residence: An Electronic Direct Mail or a highly personalised and lavishly produced piece of physical direct mail?

And did you know that many studies have conclusively demonstrated that reading printed text requires less effort and is more likely to be understood than digital text?