At the recent NEMOA conference, Andrew Davis of Tipping Point Labs gave an information-packed presentation on The Social Media Tipping Point: Monetizing Incremental Commerce. I found Davis’ common sense approach to today’s “social media madness” (the NEMOA program guide’s words, not mine) refreshing. So it was with great interest that I read his take on how catalogs need to evolve in order to stay viable.
Take a look at his provocative blog post Catalogs, Context and Media Modality. While I don’t agree with him 100%, his points are extremely well taken and could provide some breakthrough inspiration for innovative catalogers.
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3 Comments
Val,
Thanks so much for taking the time to read my article after the NEMOA event. I met so many wonderful people there and hope to come back again!
Can I ask what you didn’t agree with? I’m always interested in learning and hope our discussion can help push my thinking and perspective.
So glad you enjoyed the presentation!
Thanks,
Drew
Drew,
Thanks for your post and your great talk at NEMOA.
I agree that the Internet excels at facilitating browsing when the browser has a vague idea of what they’re looking for. Catalogs can often open people’s eyes to possibilities they wouldn’t have thought of otherwise. I think the choice of which medium is more efficient
depends on the circumstances.
For instance, if I’m giving someone a gift, and I want to get a book, Amazon makes it supremely easy. But if I have no idea what I want to get them, I’ll turn to particular catalogs that I know carry unusual gift items. I can usually get inspired faster by turning the pages of a catalog than by poking around a website. And after sitting at the computer all day for work, it’s more relaxing to flip through catalogs than troll around a website. That process usually ends up leading to an Internet search once I’m more focused.
That said, I agree that many catalogs could benefit by delivering information along with products. That’s especially true for gardening companies, most of whom are realizing that the majority of Gen X and Gen Y didn’t learn to garden from their parents and need a lot of information and reassurance before they buy.
Val
Val,
I think we are in 100% agreement actually. I think catalogs can inspire people! Let’s use your example of a book as a gift: Instead of sending me a catalog of a TON of books, I’d find it far more valuable if you sent me a magazine with a series of reviews and top ten lists in various categories where I really can be introduced to new and unique books that might fit my personality (or my friend’s).
I think you’re dead on! Thanks so much!