Direct marketing is a type of advertising wherein physical marketing materials are given to people so as to communicate information regarding services or products. Direct marketing is exactly what it sounds like – it enables companies and nonprofits organizations to communicate directly with the customer. Different kinds of direct marketing materials comprise of mailers, fliers, mobile phone text messaging, catalog distribution, promotional letters, etc.
In contrast to media advertising, direct marketing allows a marketer to target specific individuals with a customized message. Direct marketing is usually economical and very effective at generating sales.
Direct marketing is often regarded as an aggressive type of marketing which mainly performs when diligently planned and executed.
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The features that separate Direct Marketing from all other marketing techniques is its efficiency. The ability to quickly establish the failure or success of any effort simply by checking the pre-coded replies permits the Direct Marketers to analyze their programmes on a small-scale prior to taking on any significant expenditure. It gives the benefit of being able to target, personalise and get instant action. Direct Marketing is best suited in directing a marketing attempt just to potential buyers. Personalisation implies the ability to communicate with prospective buyers as individuals and not as impersonal people in a vast audience. This has become achievable by means of computerised printing methods that allow a Direct Marketer to store, and later recall in a printed format, personalized information about each and every person of the audience they would like to reach.
Direct Marketing Channels
Any channel / media which you can use to deliver a communication to a customer can be used in direct marketing.
Magazines and Newspapers: Magazines and newspapers ads convey direct response messages to measurable groups of audience in a package together with various advertisements and editorial matter.
Insert Media: These are marketing materials put into other communications, like a catalog, newspaper, magazine, package, or bill.
Direct Mail: Direct mail is shipped to prospects depending on criteria like age, income, place, occupation, purchasing pattern, etc. Direct mail consists of advertising circulars, catalogs, CDs, pre-approved credit card applications, etc. Some advantages of direct mail are: ideal for response, selectivity, personal impact, flexibility of format and timing and measurability.
Syndicated Mailing: The marketer may though make the mail himself but may make financial agreements with other mail order businesses, to mail the offer under their letterhead.
Email Campaigns: In the era of digital media, numerous businesses use email exactly as they use mail. Circulating a message by email eliminates the expense of printing and mailing, and thus is cheaper than a print mail campaign.
Telemarketing: In this the marketers communicate with customers on the phone. The key advantage to business owners is higher lead generation, which helps businesses boost sales volume and client base. The most successful telemarketing providers concentrate on generating more qualified prospects that have a greater possibility of getting converted into actual sales.
SMS: A lot of companies have started to use sms as a means to market their products and services to customers. Laws and regulations forbid sales of phone numbers, so mass textings arbitrarily are not allowed. Nevertheless, companies ask consumers for their phone numbers and consent to text them with promotional information. This is a fantastic approach to lure them to return or do more business with you.
Social Media: A number of businesses have started using social media to convey their messages. Consumers can link to your business and you can even seek out potential prospects to “friend” or link. Broadcasting messages through the network can help you tell others about events, sales, new releases, new services or changes in your business.
Voicemail Marketing: It has surfaced out of the market prevalence of personal and business voicemail systems. Voicemail marketing offered an economical way to access people directly, by voice. Misuse of marketing uses of voicemail led to loads of “voice-spam,” and motivated several states to pass laws regulating consumer voicemail marketing. Lately, organizations have implemented guided voicemail (a software in which pre-recorded voicemails are guided by live phone callers) to achieve customized business-to-business marketing previously restricted to telemarketing. Due to the fact that guided voicemail is employed to make contact with only businesses, it is exempt from Do Not Call laws in place for other kinds of voicemail marketing.
Direct Response Radio: In this advertisements include a call to action having a certain tracking mechanism. Frequently, this monitoring mechanism is a “call now” prompt with a toll-free telephone number or a unique Web link. Response to the advertisement can be tracked in terms of calls, orders, sales, consumers, leads, and profits which originate from the broadcasting of those advertisements.
Benefits of Direct Marketing
Direct marketing appeals to numerous marketers because its results can be assessed directly. On the other hand, standard advertising uses indirect measurements, like awareness or engagement, as there is no direct response from a customer. Measurement of results is a basic aspect in effective direct marketing.
Increase consumer loyalty: Direct marketing can help you build direct relationships with the consumers. It is possible to customise promotions, letters and offers to create an instant link with your customer and improve their personal connection to your company.
Flexible Targeting: Direct marketing lets you talk directly, determine, segregate and communicate with well-defined target markets. This implies you get a better conversion and rate of success than if you tried communicating to everybody in the mass market.
Cost-Effectiveness: Direct marketing which is aiimed at a certain audience will help you set sensible sales targets and improve sales results on a limited marketing budget. Companies can run effective and purposeful direct marketing promotions at a fraction of the price of broadcast advertising.
Quick Delivery: Direct marketing is both quick and versatile in attaining results. This is specially valid for telemarketing, one of the direct marketing tools, as the outcomes of a conversation can be recorded right away and scripts adjusted to improve results.
Testing Capability: Direct marketing enables you to test so as to hit upon the most effective mix of direct marketing methods. All of these parameters like timing, list, message, mailer and offer can be tweaked, tested again, and measured to get the ideal direct marketing proposition.