Branding Abroad: Italy

The costs of digital advertising are skyrocketing. By some metrics, prices on major platforms such as Meta, Google, and TikTok grew by anywhere from 61–184% year-over-year in 2021. At the same time, returns are plummeting; recent changes in privacy policies, such as those by Apple, have made it more difficult to target ads to consumers, who are increasingly likely to tune out the advertising that they see anyways. All of these trends are making digital advertising increasingly unprofitable and ineffective, forcing companies to rethink their marketing strategy and spending. Increasingly, companies that are rethinking their strategies are turning to an analog method: physical paper catalogs. And it’s not just traditional retailers that are increasing their catalog investments either. Even online disrupters such as Amazon, Bonobos, and Wayfair have entered the catalog game. But does this mean that every retailer should consider a direct mail strategy? If not, when does it work best?

Two Sides are excited to announce its newest member, the Marketing Agency, Edit, part of the Kin and Carta plc. Edit are a bunch of talented data scientists, media experts, and technology architects who create marketing that matters by obsessing about less. They provide print media to their clients around the world, with a focus on accurately targeting the right audience, with the right message, at the right time. “Edit is delighted to become a member. We look forward to working with Two Sides to promote the sustainable story of print media and enhance our own sustainability story,” says Head of Media Solutions, Sarah Burns.

Why do you think so many digitally native brands are suddenly discovering print? Print is still the best ‘proactive’ method of getting your message in front of people. Studies show it’s far more memorable than a digital message read on a screen – people remember things far better when they’ve held it in their hands – there’s something special about it. But you don’t have to choose between digital or print – when used together, they drive people to your website, to your retail store, and help drive better response. Watch the video at: https://www.jschmid.com/blog/catalog-is-a-digital-champion/