It's interesting how at the very same time that Facebook is investing in virtual worlds where most people will never go, Amazon is reaching out to people in the tangible real world where we live and breathe and have our being.
I don't believe Amazon is doing this just to spend tons of money on paper and printing. They've tested the waters and know the power of print, including catalogs and direct mail.
Catalogs have a certain nostalgic appeal for a lot of us, I believe. When I was a kid my dad would bring home a Sears catalog (which seemed like it was two inches thick) and mark the section featuring children's toys. This was Santa's way of learning what we might want.
The photo on this page is of two Amazon catalogs I've received this fall. One is the Amazon equivalent of that kids section of the Sears catalog. The other is a fashion gifts guide.
Yes, magazines and newspapers have taken a hit these last 25 years since the advent of the Internet. This doesn't mean print media has been abandoned altogether.
Here's the beginning of my 2018 article Why Print Still Matters for Marketers.
Whereas it’s true that magazine and newspaper publishing has taken a hit these past fifteen years, it would be wrongheaded to assume these forms of connecting with readers-–that is, consumers — would disappear altogether. In fact, a recent study indicates that print continues to be among the most effective media for reaching customers with your marketing messages.
A new study by the marketing analytics group Ebiquity, conducted in October 2017 and January 2018, has provided numerous insights to help businesses evaluate their marketing mix. One of the study’s aims was to not only determine the most effective marketing channels, but to discover how much the facts align with what agencies are telling (or selling to) their clients.
Get the facts. You can read the rest of the article here.
In the meantime, the seasons are in transition. Are you ready?
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