There is a pervading theory in the media and marketing space that the rise of digital channels is putting an end to classic print advertising and marketing.
In fact, recent research by the Australasian Catalogue Association found letterbox media reaches more Australians than any other medium. Around 19.7 million Australians read catalogues compared to 16.4 million for newspapers, 8 million for TV, 10.1 million for radio and 13.8 million for magazines.
The biggest change to catalogues, and the one that has provided the most benefit to marketers, is the ability to better target audiences with letterbox drops.
Catalogues in general have a longer lifecycle than most other marketing because most people won’t throw them out immediately after reading them and will keep them around to browse through at a later date.
Embracing multi-channel marketing not only improves the longevity of your letterbox media, it also helps you reach a wider audience than would typically receive it.
The biggest benefit of incorporating digital marketing into your campaign is the ability to measure and analyse its success. No other channel provides more insight into how your content is performing and gives you the ability to better optimise it.