May 19, 2020

Leveraging your web marketing through virtual catalogues

E-Commerce
retailers
online shopping
Brandbank
Bizclik Editor
4 min
Leveraging your web marketing through virtual catalogues
In the marketing world, the advent of the web completely transformed traditional methods of advertising and brand awareness. Virtual catalogues have long been a part of this, but now, more than ever before, they are integral to enhancing a company’s overall online presence.

In their most primitive form, virtual catalogues are the web versions of shop windows, displaying to consumers the products or services a company or retailer has to offer. But the introduction of affordable technology now allows for much more than this. In terms of viewing a product with 360-degree views, multiple angles and extreme zoom, users can do practically everything except touch the product they are looking at on-screen. Information can now be found via keyword searches and presented better with sharp text.

When comparing the costs of a virtual catalogue to a print version, it is no wonder marketers are turning their focus towards the former. According to Jim Coogan, president of consultancy firm Catalog Marketing Economics, prices range from $6 a page (around £3.77) to upward of $30 a page (around £18.84). On this basis, a 52-page catalogue could be made for as little as around £200. Add up printing and distribution costs for the paper variety and this figure is dwarfed.

Mobile catalogues
As Coogan points out, a major benefit is “the ability to access catalogues anywhere or anytime - whether on your mobile device, at home, or the office - without having to search for the actual printed copies.”

In business terms, usually a reduction in costs equals a cheaper but less effective alternative. Not in this case. The features of a virtual catalogue have vastly improved from their humble beginnings, the advancement in technology providing a direct correlation with how valuable they are to marketers.

Coogan notes the ability to convert Flash to HTML search-enabled text so that spiders and bots can search catalogues is a major factor. Less technical features include having higher resolution photographs and a reduction in loading time for catalogue pages.

The power of a picture
A report by Brandbank, digital content providers for ecommerce, found that having multiple images of a product and having accurate information about a product are two of the most important features that consumers use to help them make a decision about purchasing online.

Some marketers have taken this to a new level. Many clothes retailers, for instance, now feature ‘catwalk views’ on their catalogues, showing a video clip of a model walking down a catwalk so consumers can see how the garment in question looks when worn.

The addition of a virtual catalogue to a website not only gives the consumer more to browse through, but also allows for greater analysis of products. Put simply, a user is much more likely to buy something if they can read more details about it and see more pictures of it. This is why they have become such a valuable tool for marketers.
 
A credible and engaging virtual catalogue is now both easier to create as well as easier to use from the consumer’s point of view. There is little doubt that hits to a website will be increased if one is able to search for products as if they were flicking through a printed catalogue – another feature that has been enabled.

Effectiveness
Measuring the effectiveness of virtual catalogues is far easier than trying to do so for the print variety. A wide range of statistics can be obtained through various methods to give insight into the consumer market. The number of unique visitors through email links, advertisements, and click-throughs can be tracked so that the optimum way of increasing an online presence can be utilised and benefited from.

If the object of marketing is to increase sales, then marketing online certainly fulfils that aim.

Brandbank claims that companies have reported a 40 percent increase in sales from products being represented on the internet. An established online presence in today’s digital age is vital to marketers desperate to increase revenue, especially in the current financial climate.

Creating a fully functional, stylish and attractive virtual catalogue can only enhance a consumer’s view of the company, online and in the real world – and marketers are now cashing in like never before.

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