E-brochures are the digital version of traditional print brochures. They have appeared alongside other digital marketing materials, but haven’t really caught on. Most of the time, e-brochures are distributed on a physical support (CD) at business fairs and other similar events. As everyone who attends such fairs knows, most of the materials collected from various stands end up in a bottom drawer, never to be actually read.
Therefore, the e-brochure needs to be separated from the physical support and its use expanded beyond the confine of trade fairs and business conventions. In fact, they should be as much a part of your marketing strategy as newsletters, landing pages and content marketing.
These are a few pertinent considerations on the role of e-brochures as effective marketing tools to be included in an omnichannel strategy:
- Downloadable E-Brochures Give Customers the Sense of Control
Ads are annoying because they tend to pop up or slide over when people are doing something else – reading an article or watching a video. This disruptive nature of ads makes so many people install ad blockers.
On the other hand, an e-brochure can be downloaded into a device (smartphone or computer) and browsed at ease whenever people find the time and interest to find out more about your business and products. This gives them the sense of control over the interaction and makes them more predisposed to start an interaction with your business.
- Include Interactive Elements to Showcase Your Products
Grouping photos of your products together in animated GIFs will give your prospects the impression of watching a 360° photo. Other interactive elements, such as flipping pages effects, will give people the sense of reading an actual product catalogue. Also, the ability to zoom in and out on individual products gives people the impression of being in control of browsing, able to focus on the products they are interested in and able to go back and forth as they wish.
- Include Various CTAs
A standard brochure only allows people to call your business. E-brochures are the perfect medium for numerous and different calls to action. Clickable email addresses will prompt readers to access their email client and start writing to you. Interactive phone numbers allow people to place a Skype call at the moment when they are browsing your e-brochure and need several clarifications.
Also, each product can have its own clickable link, taking readers to your website where they can purchase the product. And these are just a few of the potential ways in which you can encourage e-brochure readers to interact with your business.
- Create a Bridge between Generations of Buyers
The e-brochure is a creative way of addressing various age groups at the same time, without having to pay for different marketing materials. The older generations enjoy the concept of the good old product catalogue which they can now browse on a tablet or at the computer.
Digitally savvy people enjoy the interactive format and the ability to switch easily from the e-brochure to your website or social media channels with just one click.
- Build a Strong and Unique Brand Image
E-brochures allow you a lot of creative freedom. There are no limitations to your creative thinking and your efforts to build a visually powerful brand image. Your e-brochure has the potential to become your own specific business card – easily recognisable, and easy to download, browse and share with friends.
Thus, you can approach the issue of branding in a very unique manner and grow your brand image and customers’ loyalty with the help of a versatile and effective marketing material.