(Direct Marketing)

♣ It helps marketers reach customers fast. A direct marketing campaign is sure to reach the
potential customer quickly. For instance, a marketer can create an email marketing campaign
now, and merely two hours later, it will be in the recipients’ inbox.

♣ It is an efficient promotion strategy. Unlike other strategies, direct marketing allows

♣ Direct marketing can be customized. Direct marketing allows business to create personalized
messenges using customer data. For example, a company can access useful information such as
age, income range, reading and browsing habits, etc. and then use this data to create tailored
marketing content for their prospects and existing customers.

♣ Direct marketing allows to measure its efficiency. Companies and businesses that
implement direct marketing techniques can track the success of their campaigns by analyzing
things such as the number of customers who have responded to their ads, the revenue earned,
and the overall return on investment. Moreover, direct marketing enables marketers to learn
how much their prospects are willing to spend on particular products or services.

Features of Direct Marketing

♣ Targeting. Direct marketing is successful only if it targets the right people. If you’re going to
promote your offer to your entire audience, you risk spending much money in vain. For that
reason, direct marketers work with the most interested customers and rely on segmentation
tools.

♣ Data base segmentation. Marketers divide their customers base into small groups with some
common characteristics which include age, gender, occupation, location, interests, needs,
income, etc. this allows them to craft highly personalized offers that will be relevant to each
segment.
♣ Tracking responses. Without monitoring customers responses, you will never know which
strategies perform best for your brand. Online direct marketing channels allows users to easily
respond to marketing campaigns as well as they let brands to monitor the entire process. Users
can communicate with companies via emails, social media channels, chatboots, etc.

Advantages of Direct Marketing

1. Targeted advertising
2. Budget marketing
3. Boosts sales to existing and lapsed customers
4. Improves customer loyalty
5. Helps in pushing new business
6. Allows to measure product performance

Targeted advertising

♣ Direct advertisng allows marketers to target particular groups of customers with customized
promotional messages. In turn, businesses are likely to achieve high conversions since they
focus their messages on people who are most likely to need their products or services.

Budget marketing

♣ Direct marketing that focuses on a particular demographic can help businesses set plausible
sales goals and also improve sales results when on a tight marketing budget. With direct
marketing, companiescan run effective and enterprising marketing campaigns at a small
fraction of the cost of mainstream broadcast promotions.

Boosts sales to existing and lapsed customers

♣ Customers are often ready to welcome businesses that show that they understand user’s
need and also those that are keen on building personal relationships. Direct marketing allows to
increase sales to existing customers by maintaining their customer records and selecting simple,
thought-out marketing techniques for their audience.

♣ Direct marketing also shines when it comes to re-establishing relationships with all customers
who have not returned to a company in a while. It helps businesses understand why customers
chose to move on and what can rekindle these lapsed relatiionships. When a business learns
what they need to do to improve sales from previous customers, it can keep accurate records
to ensure that returned customers get to stay.
Improves customer loyalty

♣ Direct marketing is excellent for building and maintaining relationships with customers and
prospects. It allows marketers to personalize both advertizing messages and offers to create
solid links with customers and also strenghten existing personal connections.

♣ It is good practice to combine direct marketing techniques with customer loyalty programs
to increase the bond. Examples of customer loyalty strategies include giving discount offers,
sending birthday cards, and inviting customers to upcoming sales events.

Helps in pushing new business

Direct marketing gives business owners an excellent launching pad for their comapnies. It
enables them to effectively communicate with their target market, thus bringing their
businesses more sales. Moreover, when marketers implement effective direct marketing
techniques for customer acquisition, they can generate genuine fans of their brand and thus
grow sales. This strategy also helps new businesses to adapt and respond to market demands.

New businesses can also use direct marketing to:

♣ Improve sales of specific products

♣ Clear discontinued stock

♣ Renew sales

♣ Increase customer retention and loyalty

♣ Follow up on promotional offers

Allows to measure product performance

♣ Direct marketing is an excellent way of evaluating the appetite customers have for particular
products and services. Moreover, this strategy enables marketers to try out new markets,
evaluate sales results, and gauge the effectiveness of their sales and promotion tactics. In turn,
marketers can easily tweak their campaigns to ensure success. Each time marketers run
advertizing campaigns, they should monitor and analyze their results so that they can use this
information to improve subsequent campaigns.
Direct Marketing vs Indirect Marketing

♣ While direct marketing involves exatly communicating with customers and prospects in a
one-on-one manner, indirect marketing entails all marketing techniques that are broadcast to
audiences eandomly.

♣ How do these marketing stratedies compare?with direct marketing, businesses can reap the
returns way faster. Moreover, the gains can be measured easily, particularly so if the marketing
campaign was thougt-out and received well by the audience.

♣ On the other hand, indirect marketing techniques require much time before a business
notices gains. For instance, it takes a lot of time to grow a brand on Facebook, Twitter, or
Instagram. And it takes a while too get to get used to things such as search engine optimization
and hashtags. Thus, a business should be ready to wait for a long time to see any returns with
indirect marketing.

♣ Which is better? Well, there is no telling here. However, a combination of both approaches
proves to be more effective that neither of the methods on their own.

Types of Direct Marketing

1. Email Marketing
2. Mobile Marketing
3. Web Push Marketing
4. Messenger Marketing

Types of Direct Marketing:

1. Email Marketing – this type of marketing is a simple, affordable, and measurable

ex. Of email marketing strategies

- Promotional emails
- Ads in business emails
- Newsletter
- Transactional emails
2. Mobile Marketing – is a multi-channel online marketing technique focused at reaching a
specific audience on their smartphones, feature phones, tablets, or any other related
devices through websites, E-mail, social media, or mobile applications.
 3. Web Push Marketing – push notification marketing is an advertising strategy whereby
marketers inform their target audience about services and product via browser
notifications on an array of devices.
4. Messenger Marketing – is the practice of using mobile chat apps to facilitate business
and connect with prospects and customers. It leverages mobile messaging platforms
such as Facebook, Telegram, Whatsapp, or Wechat to reach the target market.

Other Forms of Direct Marketing

♣ Social media

♣ Telemarketing

♣ Direct selling