SOURCE: African Business Review

African Business Review

January 25, 2011 14:27 ET

The Power of the Web: Why Virtual Catalogues Have Become a Marketer's Top Tool

SAN DIEGO, CA--(Marketwire - January 25, 2011) -  Businesses across the world turn to virtual catalogues to increase their online presence.

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 just over £200. Add up printing and distribution costs for the paper variety and this figure is dwarfed.

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