What if marketing materials were prize fighters, UFC-style? That's the premise behind this series that pits two distinctly different types of marketing materials against one another to determine which is better at achieving a shared sales goal.
This edition features a blow-by-blow account of a three-round matchup between catalogs and ecommerce websites. Let's get ready to rumble!
Ecommerce comes out swinging by contending it's the future, but catalogs counter that they've been successful for so long that they're no stranger to evolution and survival of the fittest. At first glance, the two seem toe-to-toe; both are good at landing sales.
Ecommerce, caught off-guard by the power of catalogs, staggers out of its corner. The two trade blows: Both offer a convenient way for customers to shop from home, and both reach highly targeted audiences, but ecommerce requires outside advertising. Catalogs are their own advertising. It's a close one, but catalogs win Round 2.
Catalogs come out swinging, taking advantage of ecommerce's shortcomings. Both reach targeted audiences, but only catalogs can guarantee repetition to the very same customers. Ecommerce tries to land a haymaker by pointing out that it is available on mobile devices, but catalogs easily dodge and deliver an uppercut by pointing out that catalogs are more portable and shareable between friends and family. Catalogs deliver a one-two punch, because they allow customers to order not only by mail or phone, but also by directing customers online – therefore, catalogs can do everything ecommerce can do, and more. Ecommerce goes down for the count!
Check out Round 1 of the Ultimate Marketing Championship: Postcards vs Facebook.
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