Direct marketing is a promotional strategy that involves providing the target customer with details about the company, product, or service without having an advertisement middleman. It is a customer-directed form of marketing strategy that provides a customer who has been identified as a possible buyer with knowledge of potential interest. The idea that the customer reaction is measurable is an essential feature of this direct communication.

Set of the database

Create a list of targeted individuals with particular existing mutual preferences, attributes, or features, a database of names. Some other related details are also used, such as contact number/address, demographic information, shopping habits/past, and business history.

Addressing the listed customers

Direct marketing depends on being able to address target based marketing. Addressability is available in various ways, including email addresses, telephone numbers, cookies from the web browser, fax numbers, and postal addresses.

Direct action related with specific emphasis

Direct marketing seeks to drive a specific call to action. Regardless of form, direct marketing stresses trackable, observable reactions, outcomes, and costs from prospects and companies. Companies of all types practice direct marketing.

Types of Direct Communication

  • Leaflets or Brochures
  • Catalogues
  • Flyers and Handouts
  • Newsletters
  • Postcards
  • Kiosks and Stands
  • Coupon ads
  • Emails
  • Direct mail
  • Targeted online display ads
  • Phone calls
  • Text messages
  • Telemarketing
  • Door to door

Although other marketing strategies seek to raise awareness or inform markets about a business’s goods or services, the primary purpose of direct marketing is to encourage the recipient to take action. Although the ultimate aim is to get a deal, particular consumers would not be prepared to purchase on-the-spot. But perhaps they will be:

  • Visiting a website
  • Calling to ask for more details
  • Sending a postcard for a quotation
  • Filling in a contact form
  • Buying a product or booking a service

Direct marketing helps an organisation to classify, isolate and engage with well-defined target audiences directly. It can be used successfully to improve sales and explore new markets, and test new goods or consumers. Also, to reward current customers for loyalty-building, to gather data for potential promotions. The cost per direct mail acquisition can be considerably smaller than other types of marketing. In contrast to other marketing strategies, direct marketing can have better control and transparency.

In producing results, this form of marketing is both fast and versatile. It can automatically log a conversation’s outcome for telemarketing, and scripts are handled accordingly to maximise results. This strategy also helps a company to test the most viable method for direct marketing and maintain it. For starting and creating a substantive dialogue with new clients, direct marketing is very successful and can allow a company to target multiple messages to specific recipients.

Geographic Targeting

Any degree of geographic targeting can use direct marketing, whether it be the geographical area around a supermarket or restaurant, regional targeting by postcode or district and global targeting. Direct marketing can be a cost effective way to test the demand for your product or services.

Direct marketing consists of all marketing that, rather than by a third party, such as mass media, focuses on direct contact or dissemination to particular customers. Among the distribution systems used are postal, email, social media, and texting campaigns. It is called direct marketing since the middleman, such as advertising media, is usually replaced by it.

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References:

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What is direct marketing? – meaning, Characteristics, Types, Advantages. (2019, October 06). Retrieved February 08, 2021, from https://www.businessmanagementideas.com/marketing/what-is-direct-marketing/20472

Wolfe, L. (n.d.). The basics of direct marketing and how it works. Retrieved February 08, 2021, from https://www.thebalancesmb.com/direct-marketing-basics-3515532