Consumer Study | Must Read Modernizing Merch Merging Physical Promotions With Digital Demands End buyers want their promotional products to have more digital aspects, according to the latest consumer study by PPAI Research. By Arianna Johnson PROMOTIONAL PRODUCTS have historically been key pillars in creating long-lasting connections between brands and their consumers, from logoed pens and T-shirts to custom gadgets that reinforce brand visibility. In an era dominated by digital interactions, promo products have stood the test of time due to their tangible nature, offering a physical connection in a largely virtual world. However, as digital technology evolves and consumer preferences change with it, the traditional methods of marketing have also shifted. • The rise in popularity of digital marketing tools like social media platforms and AI-driven advertising challenges the promo industry to innovate beyond physical objects. • Today’s consumers crave interactions that aren’t just personal but also seamless, digitally integrated and environmentally aware. ktsdesign / Shutterstock.com PPAI • MARCH 2025 • 65
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