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Direct marketing is ‘the activity of marketing products and services by communicating directly with consumers by phone, mail, or on the internet’ (according to the Cambridge English Dictionary). This means that a business is not using a third party or intermediary to provide promotional material to its customers. So, what type of marketing constitutes direct marketing?
Email Marketing
Most companies will communicate directly with their customers through email. This is an effective way to market new products or services or to inform customers about upcoming sales and discounts on specific items. Companies can utilize in-house customer lists or purchase lists from third parties from which they can then communicate directly with potential customers.
Telemarketing
Telemarketing involves communicating with customers via phone and can be effective when used correctly. However, the increased use of automated calls can put customers off, especially with so many scams taking place over the phone.
Social Media Marketing
Social media marketing has increased in popularity in recent times and is a very effective way to promote a business. With the ability to reach a huge audience in seconds, the return on investment can be quite high. Social media marketing can allow you to grow your audience with a limited budget.
Direct Mail Marketing
The experts at Full Tilt Direct explain that direct mail marketing is a fantastic way to increase brand awareness. Materials such as leaflets, brochures, and flyers can be placed directly into the hands of existing or potential customers, helping to create brand recognition. Direct mail marketing is particularly useful when targeting a local audience and is an inexpensive and simple strategy.
Text Marketing
Text or SMS marketing is another favorite of many companies these days. With most people owning a smartphone, it is a quick and affordable way to reach potential customers. Text marketing can be customized to ensure that consumers get promotional materials they will find interesting.
What are the Benefits of Direct Marketing?
Cutting out the middleman when it comes to marketing has many benefits for the business. When you choose any type of direct marketing strategy, you can reach your intended audience quickly and effectively. Some forms of direct marketing even allow you to reach your target market in seconds.
Direct marketing can be easily customized to contain the message you want. For example, you can personalize direct mail materials for a targeted response. Using customer information, you can create products and materials that are designed specifically for them, thus increasing the potential for interaction and the desired response.
Most businesses like the fact that direct mail allows them to measure customer response. They can then see what is working and what is not, which allows them to make changes to their marketing strategy where appropriate.
Perhaps one of the biggest benefits of direct marketing, especially for new businesses is the fact that it is affordable. It enables new businesses to increase their brand awareness and generate interest in their products and services, with a limited budget.
For more established companies, direct mail is a great way to strengthen customer loyalty. Offering loyalty and reward programs to existing customers such as sending out discounts on their birthday or giving them early access to sales will ensure they continue to do business with you.
Conclusion
Direct marketing allows companies to directly communicate with customers to promote their products and services. This is an affordable and effective way to generate brand awareness, strengthen customer loyalty and reach a large audience quickly. Examples of direct marketing include text marketing, social media marketing, direct mail marketing, and telemarketing.
