3 OLD SCHOOL MARKETING CHANNELS THAT SEEING SUCCESS

Of all of the marketing buzzwords in use today, omni channel is one of the most pervasive. Marketers now have an unprecedented amount of avenues they can use to reach their target audience.

While virtual reality, native ads, and trendy new apps continue to excite, marketers are turning to some tried-and-true channels that were thought to be nearly dead just a few years ago.

Here are three unlikely marketing channels making a comeback, and what it all means for modern marketers.

1. Print catalogs

They may be the most surprising strategy to rebound. In 2007, the number of print catalogs peaked, as paper became more expensive to print, consumers became accustomed to online shopping and marketers shifted their attention to digital channels.

Despite this, consumers have started to come around to print catalogs again. In 2013, circulation of print catalogs saw an increase for the first time since 2008. About 58% of online shoppers browse catalogs for ideas, and almost one-third refer to a print catalog even if they are shopping online, according to a 2013 study by Kurt Salmon, a global design management consulting firm.

And there is evidence a retailer boasting a print catalog is likely to be seen with a certain cachet. Many stores that continued their print catalogs even during the worst of the recession were trendy retailers with a higher price point—popular with women 18-30 with disposable income—such as Anthropologie and Crate and Barrel.

Both J.C.Penney and Lands' End killed their catalogs in the mid-2000s, only to reintroduce them in recent years. The Kurt Salmon study found that 75% of Lands End customers viewed the catalog before heading online to shop. J.C.Penney's reintroduction of the company catalog is a part of a massive rebranding effort to adapt to a changing retail landscape. Company marketers found that “customers, particularly when it comes to looking at home merchandise, still like flipping through a traditional print piece," a J.C. Penney spokesperson told NPR in January.

Ikea has discovered that print catalogs can also be a hit with consumers when you pair them with digital technology. The furniture store's 2014 catalog had codes customers could scan with their phones that allowed those customers to continue to browse from their phones and tablets. The following year, the brand made fun of itself with its "book " advertisement, prompting customers to just enjoy a print catalog.

But with digital advances such audience targeting, why are marketers using print catalogs to reach customers? It may be because customers are overwhelmed.

“If I go online to shop for a pair of black boots, then suddenly I start getting inundated with ads for boots,” Eric Fisch grund, founder of Fisch Tank Marketing, told Marketing Dive. Ads that follow the consumer everywhere start to feel over-the-top, so a more traditional marketing touch has become a breath of fresh air.

2. Podcasts

When the Apple Store was first launched, podcasts became quite popular. With the exception of a few hit shows, they then dipped in popularity during the recession. The landscape shifted again last fall when This American Life’s podcast “Serial” became a breakout hit—so much so that its impact could potentially help overturn a murder conviction. The Boston Globe reported that advertisers have been quick to ramp up spending on podcasts since Serial's popularity. Ad Age recently reported that there was an 18% growth from spring to fall 2014 in the number of Americans consuming them.

Marketers deserve credit for realizing the potential of podcasts before "Serial" began to take off. Entrepreneur and Social Media Examiner both predicted last summer that podcasts were going to become commonplace marketing channels. The medium is very easy to consume over smartphone, which makes sense for marketers trying to reach consumers on their phones. If you're looking to dip your toe into the podcast waters, check out our list of the four best ones for marketers right now.

3. Email newsletters

After years of brands using Facebook and Twitter pages to push out content, it seemed email newsletters would not stand the test of time, according to the late New York Times media critic David Carr. Then social media became and endless stream of information. Email newsletters now give marketers and content creators greater control over the content they disseminate — unlike social media, which can sometimes be inundated with trolls.

A number of brands are using them in different ways. Target pushed out its Christmas ad through its Bullseye View Newsletter so its most loyal customers could view it first. Kraft has started experimenting with native ads within newsletters. Whole Foods—along with other health-focused brands—use them not to sell their product, but to share recipes and health tips.

"A makeup manufacturer can put out an email newsletter saying something as simple as '3 skin care tricks you should know,' and that is not only an on-brand message, but makes them a resource for information," Fischgrund said.

Source: Maketingdive.com