Catalogs are a tried-and-true instrument in a marketer’s toolbox delivering an in-depth product experience right to any home or office door. With the rise of the digital age, many thought that e-commerce would supplant catalogs, but the opposite has been true. Catalogs continue to hold their own as a marketing channel operating steadily alongside its digital brethren. Catalogs originated as a method to communicate product availability and highlight new goods. Now a company’s website functions in the same capacity and in real-time. Catalogs of today have evolved to serve as a means of inspiration, allowing consumers to visualize products in real-life situations with thoughtful detail and narratives. They also allow brands more room to tell their story and gain consumer trust. This can occur because, unlike the more frenzied pace of online shopping, catalog readers spend between 15 minutes to 30 minutes turning the pages and catalogs are retained for several weeks as a reminder to place an order, shop online, or visit a store.
Brands preparing for the end of the third-party cookie see one possible solution in email, judging by “Life after the third-party cookie,” a study by Lytics, done in conjunction with Sapio.
Of the companies polled, 51% plan to spend more on email, and many see first-party data as critical to this effort. In general, 92% say first-party data is more important than ever.
The most popular ways of using first-party data are to:
*Create personalized content on websites — 56%
*Predict customer behavior — 54%
*Create more personalized emails — 48%
Almost half believe the end of third-party cookies will have a great impact on their marketing ROI. This includes 55% of financial-services marketers; 46% of beauty brands, 54% of media companies and 57%. of advertisers with budgets between $10 and $20 million.
more at: https://www.mediapost.com/publications/article/369002/email-first-party-data-seen-as-critical-as-cookie.html