Direct marketing is a direct method of communication in which companies directly communicate with a specific consumer and provide a direct means for a direct reply or response to an advertorial. In professional circles, it’s also sometimes called mass-media marketing. On the other hand, marketing is primarily of a personal nature. For example, when a radio advertisement is played over a public address system, the listener will respond directly, either by touching the radio transmitter or pulling out a receiver from their pocket.
In a nutshell, direct marketing is all about selling to your own customers rather than potential customers. It’s not about building up a loyal following or churning out promotional material to spread our message to as wide an audience as possible. However, this kind of marketing has a certain effect on customers, motivating them to patronize the businesses whose brand is portrayed through the promotional material. And this effect is only heightened if the material is well-designed.
In order to use direct marketing to drive sales results, you must first identify your prospects. For example, if you want to generate new customers for your company, then you need to go beyond your existing customer base and seek new prospects who are potential customers but who haven’t yet considered buying your products and services. How do you go about doing that?
First of all, there are a number of direct marketing methods for generating targeted advertising. One of the most effective methods is called “ad buying,” in which you simply advertise your products and services to people who have recently shown an interest in what you have to offer. One way to identify potential buyers is to contact your lapsed customers. Many people who have stopped using a product or service will be eager to hear about new offerings. Of course, you should only contact these prospects after you’ve done a qualified analysis to determine that their interests are real.
Another great method for getting new customers is to use what’s called a “push notification” strategy. A push notification is simply an email that is sent to customers in a couple of days before your next advertisement. You set up the alert so that customers who have shown an interest in your product or service will receive a message about it. These messages are very powerful because they give customers a chance to act on the information that you provide by contacting you or subscribing to your mailing list.
One final advantage to using direct marketing campaigns is that it allows you to track the results of your efforts. If you make a mistake – as many business owners do – then you can easily correct that mistake and improve the effectiveness of your campaign. This means that you can track the success of your advertising more effectively, allowing you to make changes as necessary and to adjust your business model as appropriate. Finally, many companies find that this type of marketing helps them lower their marketing costs.