Direct Marketing Tips from IMG
Direct marketing efforts include direct mail, database marketing, email marketing and telemarketing. In recent years, SMS marketing, pay-per-click advertising and banner ads have also seen considerable success. If an advertisement asks the audience to take specific action like call a toll-free number, for instance, then the effort is considered a direct marketing medium.
Characteristics of Direct Marketing Techniques
Direct marketing has two defining characteristics that distinguishes it from other types of methods. The first is that it attempts to send its messages directly to the consumers without the use of intervening media. This involves commercial communication, such as direct mail, e-mail and television advertising. Consumers or businesses are usually unsolicited.
The second characteristic of direct marketing is that it is focused on driving a specific “call-to-action” that places importance on a customer taking action. This action is typically recorded using metrics, traceable through responsive communication, and the results analyzed to gain insight into the targeted market segment, regardless of the medium used.
Direct marketing messages emphasize a focus on the customer, data and accountability. Characteristics that distinguish direct marketing are:
- Marketing messages are addressed directly to customers. Direct marketing relies on being able to address the members of a target market. This can be used in a variety of ways including email addresses, mobile phone numbers, web browser cookies, fax numbers and postal addresses.
- Direct marketing seeks to drive a specific “call to action.” For example, an advertisement may ask the prospect to call a free phone number or click on a website link.
- Direct marketing emphasizes traceable, measured responses from customers — regardless of medium.
Problems with Direct Advertising
Although direct advertising seems simple enough, many companies have a difficult time developing a meaningful and accurate direct marketing strategy that includes an interactive approach and engages their prospect audience. This means that without customer participation, the advertisement was not correctly executed and did not provide the necessary feedback to the company.
While this may seem discouraging, the fact of the matter is, when the desired feedback is properly harvested, it is of incredible value to a company. This makes this method something that should be considered at all times. Direct advertising requires communication and responsive action from both the consumer audience and the people monitoring the results.
How to Get Started with Direct Advertising
Once a key trend has been discovered, the success will follow quickly thereafter. This process can be shortened by outsourcing your direct advertising requirements to an industry expert who will be able to review any previous efforts and incorporate new techniques along within advertisement management services.
Whether you are looking for a comprehensive marketing solution or a single marketing tool to engage your audiences, we can develop and implement direct marketing strategies that work. If you require further information on database management or marketing or would like to know more about how to engage your customers, please contact Isaacs Marketing Group for more information.