Marketing collateral refers to the collection of media, content, and information used to support the marketing and sales of a product or service. It is a broad term that encompasses a wide range of materials designed to improve customer experience and provide valuable information that aids in the decision-making process. Marketing collateral can include traditional print materials such as brochures, flyers, posters, and catalogs, as well as digital content like websites, email campaigns, social media posts, videos, and presentations. The purpose of marketing collateral is to communicate a brand’s message, highlight the benefits and features of its offerings, and ultimately persuade potential customers to make a purchase or engage with the brand. Effective marketing collateral is consistent with a company’s branding and is often tailored to different stages of the buyer’s journey, ensuring that the right message is delivered at the right time. As part of a comprehensive marketing strategy, collateral plays a vital role in building brand awareness, nurturing leads, and supporting sales efforts.
