Marketers Still Prefer a Paper Trail

In this digital era, would you believe that more than 17 billion catalogs were mailed in the U.S. last year?  Me neither, but it’s true, according to a report in the WSJ this morning.

via Associated Press

Sure we’re all accustomed to getting tons of paper mail during the start of the holiday season, but of all that glossy paper, less than 2% actually prompt a sale.  It doesn’t seem like an efficient way to do business when so much can be done electronically.  So what gives, why does the catalog still have such a prominent place in a marketer’s bag of tricks?

Catalogs, marketers say, drive Web site sales.

How much exactly?  Among retailers that rely on direct sales, 62% said their biggest revenue generator is the paper catalog, according to a survey by the Direct Marketing Association of its members.

It’s hard to argue that figure, and environmental issues aside, is why many retailers will continue to send us those glossy mailers.

But what do you think, will the paper catalog continue to thrive in the digital era?

1. 

   Amy Sprinkel says:

   October 16, 2009 at 9:06 am

   As a marketer, I still believe in a balance that includes new technologies but also direct mail and catalogs. There is something to be said for putting something full color into your client or prospect’s hands… something they don’t have to click on or work for in any way. We all happily use web and email for business and personal reasons 24/7 but, perhaps print serves as a welcomed break every now and then.

   I guess you could say the same for meeting at tradeshows and conventions. Sure, you could go online to see what is out there but sometimes, you just want it right there in front of you with real interaction.

   reply
   • 

     Josh Rush says:

     October 23, 2009 at 8:06 pm

     Amy,

     Thank you for the comment and I couldn’t agree more. There’s just something about the face-to-face nature of a tradeshow that can’t be replaced by electronic messaging. The same goes for print vs. digital media, and the challenge for a marketer is finding the balance between the two. One thing I think many tradeshow marketers could improve is integrating the look-and-feel of print media with the physical space of their exhibit or branded environment. The two should go hand-in-hand.

     reply