Want to learn the details of direct marketing?

Direct marketing can be defined as a channel of marketing.  For the success of any product, it is necessary to promote it in a way that it arouses curiosity in the minds of the target audience. To do that, it is required to build successful marketing strategies. From doing a case study to handling a situation in the real world, you need to get your concepts clear first.  This effective guide will give you the perfect chance to enhance your knowledge of direct marketing.

Read the information given below carefully and learn the details of direct marketing:

What is direct marketing? 

 A very well known procedure of letting people know about any service or product is direct marketing.  In this method, the consumers or customers are directly contacted instead of having a medium in between the consumer and the company. Some forms of direct marketing are telephone calls, mail, coupons, brochures, etc. In order to show the effectiveness of direct marketing, here are some stats:

• In a study, marketers stated that they could track direct mail’s ROI much easily compared to other mobile apps, social media, etc.
• As per the Direct Marketing Association, in 2015, 150+ million direct mail promotions were sent. Out of the recipients, 42% scanned or read the mail pieces.
• The same association also stated that the direct mail response rate is 3.7% as compared to that of the mobile is 2%, and 1% on social media.

A great thing about direct marketing is that the response by the consumers can be measured. The messages used in direct marketing always contain a particular call to action. These call to actions help in tracking the response of the consumers. You can see how many people used the call to action or responded to it.

What is the purpose of direct marketing? 

The purpose or objectives of direct marketing are as follows:

• Brand awareness

The main purpose or objective of direct marketing is to raise brand awareness. Increasing brand awareness is still a great outcome you can get even if you don’t generate a sale. Due to this heightened awareness, a sale may happen when the consumer needs the service or good desperately. An example can be a direct tangible flyer. 

• Direct mail can directly draw orders to generate sales

Using direct mail can bring you several orders. The customers can receive the products directly at their home or in their mail. 

• Better customer relationship management
• Your direct marketing campaign will not only benefit your organisation, but also your customers. In the following ways, direct marketing is better than CRM:

• More customer retention and satisfaction

Through successful direct marketing strategies, the customers have a better experience that leads them to customer retention.  Examples can be of vouchers and discount coupon.

• Catering to the customers on an individual level

By its very nature, direct marketing targets the customers at the individual level. This way, the customers are treated as separate individuals.

• Measurable ROI

As a result of your successful direct marketing initiatives, you will also attain measurable ROI. After your marketing campaign, your sales and profits will grow significantly. This way, an organisation’s profitability will also increase. You can also measure the results coming out of your marketing campaign by using different monitoring and tracking techniques. 

Classification of Direct Marketing 

Given below is the classification of different types of direct marketing:

• Email- Email marketing is an effective way to reach your target audience. It is cost-effective, simple, and measurable. You can include promotional content, newsletter, etc.via this email. This way, you can generate new leads or make a sale to your existing customer.
• Social media- Using social media can be a great way to interact with the audience. You can use content creation or share them for this ad campaign.
• Telemarketing- In this type of direct marketing, the potential customers are contacted through the phone. Marketing executives sell the services and products of the organisation via calls.
• Direct selling- Building a low-cost, flexible business is possible through direct selling. In this campaign, an individual salesperson directly sells the services or products to the consumers. Some direct selling techniques include network marketing, party plans, and door to door sales. 

• Text marketing- Another type of direct marketing is text messaging. This method allows organisations to reach out to individual customers using text messages. Thus, you can reach out to a large number of people at the minimal cost. Through SMS, you can send personalised messages, sales alerts of customers, delivery reminders, links of updated websites, etc.

Now that you know about the types of direct marketing that can be utilised to maximise the profits of a company, let us move on to the next section. 

Strategies for Direct Marketing Campaign

The main goal of direct marketing is to drive sales. Here are some great strategies you can include in your direct marketing campaign immediately:

• Setting realistic goals- To measure the success of your campaign, you need to set goals. However, you must ensure that these goals are realistic and achievable. For all the direct marketing efforts you are making, you must find out the break-even point before you put your plan into action. 

• Sending out coupons- If you want to see conversion through direct marketing, distributing coupons can be a great strategy to apply. This is a very influential tool which enables others to measure the final result. 

• Focusing on ROI and not on savings- With direct marketing, you should focus on the ROI you will gain from the campaign. You should not get distracted trying to save money in the very beginning of the direct marketing process. If you do this, you may end up with a very low ROI at the end of the campaign. 

• Giving out promotional equipment- By distributing promotional equipment, the visibility of the logo or brand name increases. As these are useful items that can be utilised continuously, the brand always stays in the customer’s minds. 

Benefits of Direct Marketing 

When you use direct marketing for the promotion of your products or services, you get many advantages or benefits. Some of those are listed below:

• Quick results- Direct marketing will give you quick turnaround and production. An email can be written and sent very quickly. Apart from this, direct mail can be sent out to the customers very fast as the commercial printers provide fast turnaround time. 

• Creating bonds with new customers- Through direct marketing, you can get a list of potential customers. You can either gather or buy the information of customers who will possibly purchase the service or product you are offering. 

• Opportunity to examine the service or product’s appeal- With the help of direct marketing, you can check how your service or product appeals to the consumers. Through telemarketing, you will get to know how the consumers respond to your service or product. 

• Build communication with existing customers- A good amount of your business happens due to the existing customer’s repeated purchases. You can use direct marketing to stay in touch with the customers and advertise special offers, promotional event, etc., and keep them updated about your services. 

• Establish your brand- While brand building can seem like quite a pricy affair, you can easily achieve it through direct marketing. A solid direct marketing campaign will be inexpensive, simple, and effective. It will help you to build your company’s brand, and when added with a special offer, it will also give the recipients a call to action. 

Here is how a direct marketing campaign can benefit your business largely.

Examples of Successful Direct Marketing Campaign 

Many companies have employed direct marketing as a part of their marketing campaign and achieved immense success. Here are a few examples:

• Pop up used by IKEA- In their magazine, IKEA included a little pop up which, when opened, a little IKEA table-like 3D object pops out. This advertises their little square tables. This worked as a short reminder for the consumers to buy those tables.
• Kitkat’s direct mail marketing- In this campaign, Kitkat placed a royal card saying, “sorry we couldn’t deliver your parcel” in the targeted customers’ doors. The aim of this campaign was to encourage the customers to get their free chocolate bar from the newsagent. This advertisement promoted the idea that the KitKat chunky was too chunky that it could not fit in the letterbox. 

Understanding Channel Reporting Segmentation

To run a successful marketing campaign, one should understand specific terms. Marketing channel report helps one to learn how much do the marketing channels are generating.  In these reports, an outline of the first and last-touch channel allocation report is included.  Along with this, general metrics like cost, order, revenue, etc. are also included in this report.

A segment can be defined as a subset of the analytics data. An example would be one segment of the total visitors of a web page coming from a specific part of the nation or country.

With the help of these segments, marketers can separate and examine the subsets of data and analyse and respond to the constituent trends in a particular business. Segments also help in choosing the basis for audiences. Using which, a marketer can see which segment is visiting specific pages and target them for any remarketing campaign.

Here’s pretty much everything that you can learn about direct marketing. Whether you are a student or professional, this can largely add to your knowledge.

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