They say that physical human contact is the rare diamond of communication in the age of social media, but in the vast world of marketing, wherever the balance between the two of them tilted, they managed grasp the best of it in what they called ‘Direct Marketing.’
What is direct marketing?
It’s presenting information about your company, product, or service to your targeted or potential customers which would usually be something that has high demand, rather than having an indirect medium between the company and the consumer, such as magazine ads or billboards that are seen by the general public, with no direct contact with them.
For example, subscribers to teen magazines might be presented with Facebook ads for acne medication which, based on their age, they are likely to need
“Response is one of the five keys of successful direct marketing. And if you have that, the other four don’t matter.”
What are the types of direct marketing?
It can be conducted
- Face-to-face selling
- Direct-response advertising
- In a group or party format
- Kiosk marketing
- Internet marketing
- Direct mail
How to start a direct marketing campaign?
|-Do offer Something Your Market Wants||Don’t organize a campaign for just brand recognition|
|-Do offer high quality products||Don’t advertise for something that’s not true|
|Do Stick to what has been proven to work as:
-Offers with time limits
-Offers with a free gift opposed to discounts
|Avoid risky ideas|
|-In direct response campaigns make sure your message includes the three basic elements:
-Your offer, its benefits, A clear call-to-action for responding to it.
|Don’t ignore efficient tackling of customer responses|
Do Remember to personalize your content without invading privacy and asking for permission when required by marketing etiquette
Don’t scrape sites for e-mails nor rent or buy them, you don’t want to be the annoying guy in the spam box.
“Not viewing your email marketing as content is a mistake.”
PROS AND CONS OF DIRECT MARKETING
NOT THE BEST THING IN THE WORLD…
|-Targeting: You can send specific messages to particular groups of customers who will be interested so you’re more likely to be successful.||-Intrusive: This is somewhat true especially for telemarketing, door-to-door sales and marketing mail. This is more likely with less targeted campaigns, making the campaign annoying and harming sales.|
|-Personalization: Addressing people personally in an e-mail or a phone conversation, opens more room for engagement of the customer with the business.||-Competition: You have to stand out within tons of other direct and advertising mails|
|-Affordable: Tactics like email marketing or leafleting can be very cost effective, opposed to mass media advertising campaigns.||-Cost: Although the cost maybe less than other marketing options, if they do not reach targets, it could easily turn to money wasted.|
|-Measurable: If your marketing messages ask the recipient to take a particular action or use a specific voucher code, you can easily track the success of campaigns||-Needy: It doesn’t require your everyday-marketer but someone who’s innovative.|
|-Informative: You can deliver more information on your products, services and prices unlike other forms of advertising, that force you to be briefer.|
“If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.”
If you answer to any of those by ‘Yes’, go for Direct Marketing!
- Do you only want to communicate your message to a specific group of customers?
- Are you the only provider for this service or product in the market? Is your pricing recognized as expensive?
- Do you want to measure your presence in the market by testing price, packing or potential users?
- Do you want to get rid of retailers and dealers in the way between you and direct sale of the product?
- Do you want to turn your one-time-customers to loyal ones that can bring sustainable income?
Whether you know that Direct Marketing is the right path for your campaign or not, you must remember to be true to your product, your potential customers, and most importantly to yourself. If you reflect people’s needs and thoughts, that’s when you hit jack pot. And as Jason Miller said,
“The key ingredient to a better content experience is relevance.”