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What is Direct Marketing? Advantages and Examples
What is Direct Marketing?
Direct Marketing or direct marketing is a type of advertising campaign that seeks to trigger a result in a specific target. To give a couple of examples, they can be visits to e-commerce or completing a landing page form requesting brand information.
It can have different formats, such as postal mail, telemarketing, at the point of sale, or, one of the most prominent, direct email marketing.
This marketing method is highly effective and one of the easiest to measure. If you create a discount for your online store and you have spread the code to activate the promotion via mailing, employing a cookie or pixel, you will be able to know how many users have used the discount.
How Does Direct Marketing Work?
Just like its name says, it is direct two-way communication. Using these campaigns, advertisers can create a dialogue between themselves and consumers (existing and potential) and maintain this relationship for as long as possible or desired.
Companies can adapt to the customer and offer the discounts they claim, according to their needs, and adapt them individually.
But how is its operation? It is based on databases that include detailed information on each client or lead. Using this information, promotions and direct marketing communications can be adjusted according to the needs of segmentation or even individual customers.
Primary means of direct marketing
The Main Means of Direct Marketing in the Digital Environment are these:
1. Email Marketing
Email marketing allows you to send offers, announcements, reminders, or other types of messages to a person whose specific address we have, thanks to our own or third-party databases.
2. Catalog Marketing
This method has been widely used for a long time, but with the rise of the web, catalogs have migrated to the internet and are becoming digital. One way to spread them is via mailing.
3. Marketing Online
Internet marketing has been growing steadily in recent years. According to eMarketer, investment in digital advertising will exceed TV for the first time in 2017. A widely used medium in digital direct marketing is Social Ads or advertising on social networks through Custom Audiences, which allow you to increase your base of data on the social network to create a personalized campaign.
4. Social Networks
Social media have profoundly changed direct marketing. The discourse between the brand and the consumer on these social platforms becomes public awareness. This means that communication with the client is conscientious and that the content or offers are attractive.
This direct online advertising has a long history on the net, being one of the oldest. It seeks to arouse the user’s attention and promotes interaction since most are clickable.
Also Read: Performance Marketing
Benefits of Direct Marketing
Direct marketing offers brands multiple benefits to achieve their goals. We, marketers, know that developing an straightforward online marketing strategy will allow us to provide these advantages to our clients:
Marketing Budget Optimization
. With direct [marketing] oriented to the digital environment, you can set realistic goals and improve sales with a tight budget. If you have detected your audience and optimized and correctly directed the entire campaign process, you will achieve good results at a much lower cost than traditional advertising. Remember that direct online marketing is faster and cheaper in reaching the consumer.
. As we go to contacts extracted from the database of the brand or third parties, we know that we go directly to our potential target to spread the advertiser’s product or service. Its effectiveness is higher than other channels. This way, we will put all our efforts into those actions that work. Each specific segment of our audience will receive a personalized and adapted message.
Increase Sales Via New
, current and old customers. Efforts should go in three directions when carrying out direct marketing campaigns—on the one hand, activating communication with your old customers and recovering them through a new purchase process. The goal is to rescue them and become regular consumers. On the other hand, we have new customers, those for whom we have data but who have never used our product or service. We must send them specific campaigns, such as “if you register for the first time, you will get a discount.” And finally, the current customers are the ones who are providing us with the profits of the moment. We must generate a type of communication that rewards them for their loyalty and converts them into regulars over time.
. You can increase results by combining digital direct marketing and your loyalty program. If you are in contact with your consumers, you can personalize your email messages, promotions, and offers, thus creating an immediate bond.
New business opportunities
. Online direct marketing allows you to continuously adapt to the needs of the market and thus respond much more effectively.
Analysis of the metrics and results
. You can directly measure results with direct response campaigns. This allows brands and advertisers to take full advantage of A/B testing and make real-time decisions.
How We Work Direct Marketing
At Cyber click, we understand that direct marketing through the internet has two objectives:
- Win clients. We can have our contact lists or third-party access bases, knowing that these contain potential clients that fit our buyer persona, but we have to convert those qualified leads into actual clients. Through a well-directed online direct [marketing] campaign, with the right messages and channels, we can achieve high conversion rates with a not very high budget. From now, we move on to the next phase, which is to retain that new customer over time.
- Promote the loyalty of the consumers that we already have. Customer loyalty can be focused on continuing to buy our product or service permanently or a different one each time.
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