Marketers Are Underestimating Catalogue Power

Marketers Are Underestimating Catalogue Power
SHARE
THIS



The Australasian Catalogue Association (ACA) has released its FY2014 Industry Report, revealing that catalogues have more influence on shoppers than television, email or the Internet.

The report shows that 62% of Australians rank catalogues as the most effective advertising channel in influencing their purchasing decisions, followed by television (52%) and press advertising (40%). Catalogues also placed well ahead of personalised direct mail (29%) email marketing (25%) and social media advertising (17%).

By contrast, 69% of marketers ranked email marketing as the most influential channel, followed by TV advertising (56%) and personalised direct mail (54%).

Australasian Catalogue Association executive director, Kellie Northwood said there is a clear disconnect in what Australians are saying works for them and what marketers think works.

“This is confirmed by the fact that of the Top Five influential channels ranked by Australians, three have experienced declines in advertising spend over the past year,” she said.

Catalogues reach 19.6 million Australians every week and continue to hold their ranking as the fourth largest media channel amongst media peers – internet, free-to-air television and newspapers.

The grocery, discount variety and electrical market segments remain the highest producers and users of catalogues to promote their products and services.

However, the report also highlights a growing trend within the speciality retail market segment, with online retailers increasingly using the physical channel to push sales traffic to virtual stores. The report shows 62% of buyers, 61% of fans and 60% of readers visit online stores after reading catalogues.

ACA chairman, Adam Boyle said the humble catalogue has evolved from a marketing tool once described as a pure sales pull to one that is continuing to hold strong industry value.

“Catalogues remain a powerful and cost-effective media channel. We now see pages filled with clever brand positioning, interactive product guides and celebrity ambassadors. They’ve come a long way and retailers are continuing to compete aggressively with one another in this space,” he said.

Northwood said an increasingly sophisticated level of engagement with consumers via catalogues was an exciting trend to watch in the financial year 2015.

“Catalogues have demonstrated innovation and their place within the digital environment with technologies on paper delivering stronger integration within multi-channel marketing campaigns. Augmented reality technologies are challenging marketers to think beyond the physical and engage consumers within a multi-channel and content-rich experience,” she said.

Key Takeaways: 

  • In FY2014 catalogue Audience Reach was 19.6 million. Catalogues dominate when compared to other medias: television (Free-to-Air) (13.5M); television (Pay TV) (8M); magazines (13.8M); Commercial radio (9.7M) and newspapers (16.M).
  • Catalogue volumes have increased by 0.3% over the 2014 fiscal year. The increase is mainly due to streamlined data and stronger targeting, leading to an increased return on marketing investment (ROMI) for catalogue marketers.
  • More than half (62%) of Australians rank catalogues as the most effective advertising channel in influencing their purchasing decisions.
  • Engagement is high with Australians spending more than 30 minutes reading catalogues during the week.
  • Seasonal style books, product guides and celebrity ambassadors filling the catalogue within information and page-turning content is king for 2015.

Please login with linkedin to comment

enterprise edition GHG Australia the impossible institute

Latest News

Simone Biles Makes History… Becoming The First Olympian With Their Own Emoji
  • Technology

Simone Biles Makes History… Becoming The First Olympian With Their Own Emoji

If you’ve been watching the Olympics these past few days, chances are you’ve probably come across the talent that is US gymnast Simone Biles. Biles has encapsulated viewers with her athletic jumps, flips and all-around gymnastic genius. As a result, Biles has also dominated social media feeds, with fans pouring out their admiration for the […]

by B&T Magazine

B&T Magazine
Australian Study Finds Guidelines Are Needed For Vaping On TikTok
  • Media
  • Technology

Australian Study Finds Guidelines Are Needed For Vaping On TikTok

A study conducted by the University of Queensland has claimed that the social media app TikTok needs to create regulations around vaping. Researchers at the University of Queensland analysed and evaluated the content of over 800, of TikToks most viewed vaping videos. Collectively the TikToks amassed over one billion views.  The study found that 63 […]

ESPN Secures Landmark Deal With NBL
  • Media

ESPN Secures Landmark Deal With NBL

ESPN and the National Basketball League have extended their broadcast partnership for a further three seasons as part of an expanded television rights package. ESPN and the National Basketball League announce a new expanded agreement that will run for three seasons, until the end of the 2023/24 NBL season. The landmark broadcast deal comes with […]

Workit Spaces Launches Aussie First ‘Beyond The Store’ Web Series
  • Marketing

Workit Spaces Launches Aussie First ‘Beyond The Store’ Web Series

Sydney-based co-working startup, Workit Spaces, announced today the launch of ‘Beyond The Store’, a six-part web series to uncover the smarts and passion behind successful Australian eCommerce businesses. Workit Spaces has gone where no other coworking hub has gone before, by investing over $100,000 to tell the stories of six Australian eCommerce businesses and how […]

Semi Permanent Sydney Announces New Dates For 2021 Festival
  • Marketing

Semi Permanent Sydney Announces New Dates For 2021 Festival

In light of the prolonged lockdown occurring throughout New South Wales, Semi Permanent Sydney has announced new dates for this year’s festival. It will now take place between 17-19 November 2021 at Carriageworks. “Our mission, always, is to craft the best and most valuable experience for both our speakers and audience, and to ensure the […]

Acast Adds New Brand Suitability Controls For Advertisers Via Comscore
  • Advertising
  • Media

Acast Adds New Brand Suitability Controls For Advertisers Via Comscore

Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]

Hootsuite Appoints Maggie Lower As Chief Marketing Officer
  • Marketing
  • Media

Hootsuite Appoints Maggie Lower As Chief Marketing Officer

Social media management solutions company Hootsuite, has announced that Maggie Lower has joined the company as chief marketing officer. Lower will own the brand’s overall global strategy, demand generation, communications, and events. Prior to joining Hootsuite, Lower was the global chief marketing officer at Cision, the first chief marketing officer at TrueBlue, and has held […]