Glad you liked the post Arthur. I agree with the observation. Rather than “spray” your catalogs or other direct mail pieces, you can integrate it to your multi-channel approach at a later stage of the Marketing Hourglass.

Great post!

To add our own experiences as a printing company to this, we’re starting to see a huge increase in sales for items like catalogs and brochure where 10 years ago we thought we might have to discontinue small orders.

More and more enterprises today are using print again, but only at the later stages of the “buyer’s journey”, where it would have been at the first few stages a generation ago. Giving customers something tangible -when you’re fairly certain they’re ready to buy — makes an incredible difference for retention and brand management. It’s not just all about online systems and automation. Seems like traditional media works hand in glove with all this.