The Importance of Print Catalogs in an Omnichannel Marketing Strategy
Over the past decade, the rise in technology has led many businesses to switch their marketing strategies from print to online. Companies believed this would be a more affordable way to reach their customers, and that the global advantage of the Internet might bring them more customers. However, recent studies of the lasting effectiveness, success, and importance of catalogs in business marketing have made many companies adopt catalog marketing once again to reach their target customers as part of their omnichannel marketing strategy. What is an omnichannel marketing strategy? Why is a catalog marketing strategy vital to any effective marketing plan? Here’s what you need to know about the advantages of catalog marketing, and how you can grow your business because of it.
Omnichannel Marketing: What It Means for Print Advertising
An omnichannel marketing strategy aims to create a seamless and steady experience across all methods interaction that a customer can have with a brand. These interactions can occur online through digital content, blogs, e-books, e-mail campaigns, social media, mobile apps, etc., and offline through in-store environments, print advertising, catalogs, signs, direct mail, and the like. A properly executed omnichannel marketing strategy can provide a better transition from one interaction to another. Customers will always know they are engaging with the same brand, no matter which channel or medium they are using to contact you.
On the other hand, if an omnichannel marketing strategy is not consistent, customers can be confused and wonder if they are connecting to the same company as they switch from one medium to another. The best way to guarantee a successful transition for your customers is to make sure each platform has a similar design, message, goal, and objective, and that the content is consistent, cohesive, and complementary. Here is how a successful omnichannel marketing strategy can incorporate print advertising, along with the advantages of catalog marketing for your business.
Benefits of Omnichannel Marketing
Target a Specific Audience
One of the benefits of a catalog marketing strategy is that you can target hundreds of prospects and customers in a specific demographic or location. For example, if your local store is offering an end-of-season sale, you can distribute catalogs announcing your discounts, or with coupons to the customers in your city.
Higher Lifetime Value
If you want customers to stick with you, year after year, catalog marketing can help you. Catalog marketing creates a higher lifetime value than online marketing, as it provides better customer engagement, and an increased average on order amounts.
Compared to online marketing, print catalogs have more traction as they are tangible and can be held in one’s hand. People tend to enjoy the sensory experience of reading a book, flipping through a magazine, folding pages they wish to return to, and circling or marking items they like. Catalogs have worked great as coffee table pieces for decades, and are saved and reviewed time after time. This element of traction is something online marketing strategies cannot compete with.
Improve Buying Decision
Print catalogs give the brand the ability to impact the customer through an eye-catching design layout and appearance. They operate like a show window, where businesses have the chance to impress their customers at a quick, first glance. They can also work as an introductory platform that leads the customer to your web site or app. The visual and tangible element of print catalogs, and the option to include cut-out discounts and coupons encourage the customer to visit your store and make a purchase.
Customers often browse catalogs to learn about the products a company offers. This powerful marketing platform display images of what a product looks like, as well as provides important and valuable information that increases customer interest and drives business.
Ikea’s Omnichannel Marketing Strategy
Swedish retailer Ikea has its full annual catalog available digitally, but its print catalog is one of the reasons why it has grown to be a billion-dollar brand. Its catalog is a lengthy magazine, full of design layouts that are often incorporated by customers in their own homes. Each page provides a visual of an interior space, full of Ikea furniture. Each piece of furniture has a number that refers to a legend below, describing the item’s name, price, and other valuable information. Additionally, the interior decor on each page complements each other, giving customers a visual idea of what they could expect if they used the same furniture in their home decor. The catalog is a handheld representation of its in-store layout—Ikea stores are almost like a model home walk-through. Ikea has taken its marketing a step further and incorporated an omnichannel marketing strategy too! Their catalog is available on their web site, and is visible on smartphones, tablets, and mobile devices with videos and 3D features.
Use Catalogs in Your Omnichannel Marketing Strategy
Now that you’re aware of the importance of catalogs in business, you might want to take the opportunity to set up a catalog campaign. But where do you begin? What kind of content should you include? What ratio of text to image should you have? The answers to these questions and more can be answered and managed for you by a professional catalog marketing company like Macromark, Inc. We provide our clients with effective catalog marketing strategies, direct mail listing, subscription box services, and more. We can help you understand this opportunity to grow and acquire a bigger customer base. We provide all the information, advice, and assistance you need to get your direct mail marketing campaign up and running. Our services also include print media, direct mail marketing, list brokerage, data solutions, list fulfillment, and list management. For more information about how we can help grow your business, contact us at 1-(845) 230-6300.
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