Direct marketing direct marketing isa type ofadvertisingcampaign that seeks to trigger a result in a specific target audience. To give a couple of examples, this could be visits to ane-commerce siteor completing a form on alanding pagerequesting information about the brand.
It can take different forms, one of the most prominent beingdirectemailmarketing.
This method of marketing is highly effective and one of the easiest to measure. If you create a discount for your online store and have distributed the code to activate the promotion via email, you can use the results of campaigns on different platforms such as Mailchimp to find out how many users have taken advantage of the discount.
Using these campaigns, advertisers can create a dialogue between themselves and consumers (both existing and potential) and maintain this relationship for as long as possible or desired.
How does it work?
It is based on the use of databases that include detailed information on each customer or lead. Using this information, promotions anddirect marketingcommunications can be tailored to the needs of the segment or even individual customers.
Main direct marketing channels
The maindirect marketingmethods in the digital environment are as follows:
1. Email marketing
Direct marketingby email allows you to send offers, announcements, reminders, or other types of messages to a person whose specific address you have, thanks to your own or third-party databases.
2. Catalog marketing
This method has been widely used for a long time, but with the rise of the internet, catalogs have migrated online and are becoming digital. One way to distribute them is viaemail.
3. Online marketing
Internetmarketinghas been growing steadily in recent years. According to eMarketer, investment in digital advertising will surpass TV for the first time in 2017. A widely used medium in digital direct marketing isSocial Ads, or advertising on social networks, through Custom Audiences, which allow you to upload your database to the social network to create a personalized campaign.
4. Social media
Social media has profoundly changeddirectmarketing. On these social platforms, the dialogue between brand and consumer becomes public. This means that communication with customers must be carefully crafted and that the content provided or offers made must be truly interesting.
5. Banners
This type of direct online advertising has a long history on the internet, being one of the oldest forms. It seeks to attract the user's attention and promote interaction, as most ads are clickable.
Some of the benefits of direct marketing are:
- Marketing budget optimization.
- Potential customers.
- Increase sales via new, current, and former customers
- Improve customer loyalty
- New business opportunities.
- Analysis of metrics and results.
Lester Wunderman, creator of the definition of direct marketing, states in an interview with DM News that he chose the term to relate it to direct mail, which he did not want to exclude. "I thought it more or less defined what companies were doing. Companies were locating users, and marketing was becoming direct from the manufacturer or supplier to the consumer. That started a whole new industry. All kinds of promotions could be used as part of this platform, and people thought they were becoming part of the company. We made them members and gave them advantages, and we did our best to give them something that didn't make them feel like outsiders, to give them value in what the company could do for them and vice versa."
Remember: good planning and preparation are the keys to success for digital marketers. At Anunciart, we help you throughout the entire process so that your campaigns achieve better results. Contact us for more information!
