Catalogue vs Online

I recently read a blog post from a printing firm about “The catalogue is back!”. In some respects a catalogue can be a great tool for companies depending on the type of business it is.  They can be tactile, eye-catching, even interesting! However, I feel that the future of the catalogue will see it’s role reduced to a smaller supporting player to online marketing.

With the improving online technology, broadband speeds, and web development, companies can produce in-depth great looking online catalogues at a smaller cost.  Products, prices and information can be updated at a click of a button without the need to reprint and resend an entirely new issue.  This gives consumers an accurate snapshot of the business at any one time.

Using online marketing channels you can target specific consumer profiles, marketing your products and services to the correct people in the right area. This helps drive up efficiency, decreasing CPC and keeping down marketing spend.

Online offers your business a way to engage with your customers in new and exciting ways from online reviews, to Facebook Fan Pages, even enabling a form of customer service via a Twitter service.  All this (managed well) can act as a great channel to promote your products and services to people who already have an active interest in your business.

I agree that the catalogue is a nice way to present your business, but with tighter marketing budgets and the increasing power of online it’s more viable for a business look to the web than look at the printed page.  Plus, think of all the trees you’d save!