Whilst many retailers and companies are now tailoring their marketing towards the online world, could there still be room for printed promotional materials? A recent report from Bloomberg indicates that e-commerce giant Amazon are working on releasing a printed catalogue for their holiday toys range. So, could printed catalogues be making a sudden resurgence?
In the current world, printed catalogues may seem like the last thing consumers would use or wish to browse through. Therefore, a large majority of major retailers and companies have taken the online approach instead. But for millennials and the younger generation, printed catalogues are surprisingly still grasping their interest. Recent studies from the Data & Marketing Association further evidence this. The studies show that the overall response rate for catalogues had increased in recent years, with millennials and younger age groups still keen on printed materials.
Printed Catalogues Still Driving Sales
Senior Vice President of Marketing and Content at the Data & Marketing Association, Neil O’Keefe comments that catalogues are still better at driving sales than some forms of digital marketing. “Millennials are very engaged by imagery, and the catalogue really allows that to stand out. So the response rate there is very different than what you would experience with a display ad, even an email. The response rate for a printed piece has been on the rise as of late.”
Amazon to Release Printed Catalogues
What could come as a shock to many is e-commerce giant Amazon’s sudden interest in the printed catalogue. With the unfortunate collapse of children’s toy retailer Toys R Us, Amazon could be looking to capitalise. Known as an online company, this won’t be the first occasions of Amazon embracing a more traditional side to their business empire. The company has already opened several retail stores in America, along with a bookstore and pay-after-you-leave grocery stores. And back in 2017, they published an online holiday catalogue which reportedly saw its market share further increase.
Digital Still Dominating Advertising Spend
So, will this mean a sudden rise in popularity for printed catalogues and other printed promotional materials? Perhaps, but we can’t get too ahead of ourselves. Statistics show that internet marketing dominated overall advertising spend in the second quarter of 2018. Supporting figures also indicate that 22.7% of businesses reported a much higher spending on internet marketing overall, a rise of 6.5% compared to Q1. General Manager EMEA at advertising agency Sizmek, summarises the uptake of digital advertising throughout 2018.
“The mix of data, media and the right creative – all powered by AI – is helping to lower ‘cost per acquisition’ and increase the return on spend for brands and media agencies. In a world where there is too much data for any person to compute, this is the most effective way for marketers to deliver meaningful messages and engage with audiences.”
Has your business seen an increase in interest for printed catalogues? Is print still an important part of your marketing spend? Let us know at @fmsbloguk as we’d like to feature your comments in an upcoming article.
DMA – Direct Mail Statistics