Marketers are constantly measuring the success of their marketing campaigns to see its effectiveness and to evaluate which activity is generating the best results and eyeballs.
One tool that marketers use for their campaigns is direct marketing, which allows brands to target specific groups of customers with tailored messages. Unlike traditional advertising, direct marketing allows brands to generate interest and response from targeted customers, helps to increase customer loyalty, generate leads and new business and boosts sales. Think of direct marketing as a personalized advertisement directly targeting your audience.
Direct marketing can be in the form of an email marketing, SMS, brochure, newsletters, Instagram direct messages, flyers, mail drops, online adverts, telemarketing and more. Direct Marketing is used to reach out and connect with existing or former customers. Keep in mind that some customers may be annoyed with direct marketing, but if done effectively and creatively through compelling marketing campaigns, direct marketing can be a powerful strategy to help brands build relationships with customers, increase sales, create awareness and grow their brand.
Here are the several types of direct marketing marketers use.
Direct Mail – Direct mail is a form of direct marketing in which companies or businesses distribute letters, postcards, coupons or other similar promotional materials to current, former and potential customers. Direct mail can be targeted to a single consumer or a business or both. Direct mail is considered one of the most effective direct marketing tools. It is usually sent through mass or bulk mailing, but the brands may opt to send direct mail to a small and targeted group ( i.e. certain age group that may be interested in what the company is selling) or geographical market ( i.e nearby neighborhood or businesses).
Email Marketing – Email marketing is the process in which a company sends a commercial message through email addresses collected from websites, social media outlets, industry forums and shopping websites. Email marketing has been proven to be cost effective and efficient than the traditional mail marketing as you can track and have immediate feedback to the receiver on which email was more effective than the others. Companies can also reach to a large base of email subscribers opted in emails on topics that may of interest to them.
Direct Text ( SMS ) Marketing – SMS marketing uses a user’s mobile phone as a platform to advertise any promotional benefits to attract users. Using an SMS aggregator, companies and businesses may benefit from optimizing this type of marketing by sending multiple text messages to different telecom service providers. SMS marketing involves sending reminders, discount codes, coupons, links, and other promotional content via text format or image directly to customers through their mobile phones.
Handouts and brochures – Brochures and handouts are the printed versions of your company’s ads. These are the ones that you usually get from exhibitions, art galleries, resorts, hotels, restaurants and shopping malls. One way to make handouts and brochures effective is to have a call to action so you can measure your conversions and sales and track results. Brochures come in different physical formats depending on marketer’s use and objective. They are called “ folds “ and can greatly impact the aesthetic execution of your brochure.
Digital/Social Media Marketing – If you have received one of those automated ads with links from a company’s Facebook page or Instagram, then you have received a form of digital or social media marketing material. By using social media as a tool to send messages to an individual’s profile, marketers are attempting to have direct communication with their customer. This type of marketing is used by many businesses since it is cost effective, fast and can generate immediate response from the consumers. Social media marketing is popular with brands related to fashion, beauty/cosmetics, e commerce and consumer electronics.
Direct Selling – Direct selling is where a company, shop or business has an independent salesperson directly selling products or services or even handing out brochures to potential customers within their reach. Direct selling is proven to be an efficient way to cultivate a flexible, low-cost business. The traditional direct selling methods are door to door sales, party plans and some network marketing.
Telemarketing – Telemarketing is the process where marketers call people directly at their workplace or at home. Usually, the telemarketers obtain the customer’s phone numbers through their website, social media pages, event registration or feedback forms they completed. Business that use telemarketing as a medium to liaise with their potential consumers are insurance, retail, home improvement, mortgages and the telecommunications industries. BPO which stands for Business Process Outsourcing, is where companies from startups to a multi-billion conglomerates outsource their services to third party service providers and reach customers through phone.
Direct marketing is a successful tool in attracting customers and creating brand awareness. If used efficiently and creatively, it can help to grow the business, increase sales and even improve customer loyalty.
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