An Overview of Direct Marketing

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direct marketing

Direct marketing is a way to sell something by giving out information about it directly to the target market. There is no go-between. Direct marketing companies in the U.K. use this type of marketing to reach people that are most likely to buy it.

In most cases, they did some type of research to find a list of interested people or bought a list from a research company.

Types

There are many ways to do direct marketing. Back in the day, this was through giving away brochures and fliers in busy areas. In some cases, companies mailed catalogues, coupons, and postcards directly to people’s houses.

Direct marketing people continue to use these methods because they still work. Telemarketing and text blasting are also types of direct marketing.

However, the best way to do direct marketing today is through online methods. Examples of this are emails, newsletters, and pop-up ads. Among these, the most popular is email marketing. Few people like pop-up ads and even fewer bother to read newsletters.

The problem with emails is the company can only send emails to people if they expressly allow it in writing. The recipient has to opt in, which means they allow the company to continue sending them emails. Otherwise, the company has to stop sending emails to them.

Advantages

direct marketing mediums

Advertising on radio, television, and newspapers is about numbers. They sell to everybody and hope some will buy. The key feature of direct marketing is selling to a small number of people directly.

However, these people are most likely to buy a certain product or service. Either they already bought it, or they asked about it.

Direct marketing works because it is:

  • Targeted: People feel the goods offered are specifically for them.
  • Economical: It costs less per person as they are most likely to buy.
  • Profitable: Since it costs less per person, the profits per sale are higher.
  • Measurable: It is easy to find out if a campaign was successful as it goes directly to a potential customer. If they buy, it works. If they do not buy, it does not work.

Disadvantages

A key requirement of a successful direct marketing campaign is the target audience. If the information does not get to the right people, then sales will be very low. On the other hand, if the target market is right, but the method used is not, sales will still be low.

This is a big problem because each direct marketing campaign is very expensive. If it works, the returns are huge. If it does not, everything goes down the drain.

The biggest problem with direct marketing is everything has to be just right. This is why it is important to get experienced direct marketing companies to handle it.

The purpose of direct marketing is to bring the product or service to the attention of people that need or want it. Direct marketing companies specialise in targeting a small group of people that are most likely to buy.

This is a very effective way to sell products and services if a company does not have the budget for traditional advertising. The trick is getting everything just right. That takes quite a bit of experience and knowledge, so it might be best to leave it to the professionals.