The Brand Catalog: From Print to Digital, It's Still Critical

  • by GrowthHackers Trending , Jun 19, 2019
  • 57
If you’re like most of us, you probably spend most of your day online. You interact with brands through their website. Request support via tweet. And find your next piece of furniture on Instagram. In the modern world, analog media can feel like a dead art. But brand catalogs ain’t dead, honey. Far from it. In fact, among consumers, millennials are more likely to consume—and be influenced by—printed marketing materials, generally, and catalogs, specifically. And that’s just on the consumer side of the house. When it comes to wholesale and distribution, catalogs are still table stakes. If your brand has aspirations of being sold in Target or REI, or whatever other retailer, you better have a good book—with accurate product details—to show them. When we get down to the brass tacks, if you want to sell more products, you need a way for people to learn about them. As brands have shifted into the digital space, some marketers may feel that the importance of physical marketing collateral has waned. But, here’s the truth: Catalogs are still a critical part of the marketing strategy for successful brands in nearly every vertical and industry. Both printed and digital catalogs are now being used by leading brands to: - drive sales - drum up wholesale business - and power their omnichannel marketing strategy. The brand catalog’s role has evolved, and many brands have moved from printed books to online portals and PDFs. Nonetheless, having a single source of truth for your product data, and an easy way to share that with those outside of your organization, is basically like oxygen. Without it, you’ll die. Let’s look at the role of brand catalogs in the digital-first world.

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