With the number or variety of marketing, how can one tell that direct marketing is, indeed, the kind appropriate for today?
Perhaps, it would be better to start collecting everyday observations. Or would it be good to listen to experts, the seasoned marketers, and the emerging ones?
Whatever it is these people have to say, their talks will certainly touch the following points this article covers. So, cut the chase and read on the preceding sections.
Users: Game On
They’re receptive – this means consumers of today are more than ready to bring it on. They’re ready to work their way through the dozens of marketing campaigns that enter their stream – that is if they value the rewards, such as discounted products or prices, and so forth.
They also have what they simply want: interactive efforts. And who would ignore such kind of marketing if it allows them to take part? Probably, no one.
Companies have found a way of utilising real-time information the users-slash-prospective consumers provide. For instance, consider an application-game designed around a pizza resto’s flavour choices. Assuming that participating users are also pizza lovers and most of these users opted for designing their meatlover’s flavour; then the pizza company has enough reason to believe that meatlover’s has a more steady flow of loyal customers than the other available flavours.
This knowledge should enable the pizza company to retrofit its direct marketing towards one that will either thanks consumers for taking their meatlover’s pizza seriously, offer more treats if they consider other offers, or both.
Companies: Limitless Power
There is no exact restriction as to which kind of company or industry can tap on consumers’ shoulders. As long as companies can and are in the right context to do so, direct marketing can be employed.
In fact, it’s irrefutably hard to find a company that doesn’t use direct marketing in its marketing campaigns. Even start-ups have been using direct marketing as early as its opening phase. In this fashion, companies are not just able to connect; they are also able to use mediums au fait to its users.
Mediums: Subject of Leverage
Being familiar with the dynamics of these mediums is vital. Before, mediums for direct marketing only include the aired ads in the television, email marketing (which is negatively concocted as ‘spamming’), and telemarketing (via phones).
Nowadays, direct marketing had more – tablet devices and Smartphones. The nature of these devices had made it feasible to personalise marketing, which is a specialty of direct marketing. And the mediums subject to company’s leveraging are not only restricted to these techie gadgets; marketers could not possible ignore social media networks.
To retrofit direct marketing towards its target niches, or individual consumers, companies only have to turn to social media networks, particularly its users’ profiles. Profiles are accurate sources of information – preferences, favourite products and services.
In fact, even learning a user’s preference for a competitor is sufficient to edit a company’s direct marketing message:
From the standard: Enjoy the benefits of this product; avail this discounted product by calling 11
To this version: Tired of the old xxx? Try our yyy by calling 11
In sum, direct marketing is indeed, in – there is no denying that fact. Furthermore, it is up to companies to rise above the challenge of growing popularity of direct marketing and launch more effective marketing campaigns.
Author’s bio:
Joy Miner is a practising accountant and marketer for an international consultancy firm. His rare post allows him a wide breadth of insights and interesting experiences of which is shared through his management