Is Print Marketing Dead? Not According to Amazon

As a kid, the arrival of the Sears Wishbook was the highlight of my year. Circling toys I dreamed of finding under the Christmas tree was a cherished ritual. 

Fast forward to today, and the magic of a physical catalogue is as potent as ever, even in our digital age.

I was reminded of this when I received Amazon's "Holiday Dash" toy catalogue. Yes, Amazon, a giant in the tech and digital world, is using print marketing. This is a significant signal for marketers everywhere. It underscores a critical lesson: print marketing is far from dead. In fact, print is thriving and evolving in fascinating ways.

The Charm of Print in a Digital World

Amazon's decision to distribute a physical toy catalogue shows the enduring power of print marketing. The tangible feel of a catalogue, flipping through pages, and the visual delight of products are experiences that digital mediums can't match. Amazon understands that the tangible connection offered by direct mail creates a unique and lasting impression.

A Lesson in Integrated Marketing

What sets Amazon's catalogue apart is its integration of modern marketing techniques. The catalogue is filled with QR codes, mixing traditional with digital. This isn't just a catalogue. It's a gateway to an interactive digital experience. This mix of multiple channels is what we at The Bowie Group advocate. It's not about choosing between digital and print. It's about making them work together.

Engaging Tactics: Beyond Just Products

Amazon’s catalogue is more than a product list. It includes classic direct marketing tactics like a holiday shopping list, free stickers, and word games to engage the reader. This approach transforms the catalogue from a sales tool into an engaging experience for the whole family.

The Future of Marketing: Integration and Personalization

The future of marketing lies in integrating various channels. Print isn't obsolete. It's a key part of a multi-channel strategy that enhances digital efforts. At The Bowie Group, we blend tradition with innovation. We help our clients create strategies that use the best of both worlds, creating impactful and memorable campaigns.

Nostalgia Meets Modernity

Like the Sears Wishbook from my childhood, Amazon's Holiday Dash catalogue shows that the joy of browsing a physical catalogue is timeless. It's a blend of nostalgia and modern technology, creating a marketing approach that resonates across generations.

Print marketing is thriving in creative and integrated ways.

Amazon's move into print shows that when done right, print is a powerful part of a modern marketing strategy.

Visit us at www.thebowiegroup.ca to learn how we can help you create a marketing strategy that combines the best of print and digital worlds.