Direct Marketing Write For Us – Direct Marketing or direct marketing is a type of advertising campaign that seeks to trigger a result in a specific target. To give a couple of examples, they can be visits to e-commerce or completing a landing page form requesting brand information.
It can have different formats, such as postal mail, telemarketing, at the point of sale or, one of the most prominent, direct email marketing.
This marketing method is highly effective and one of the easiest to measure. If you create a discount for your online store and have disseminated the code to activate the promotion via mailing, using a cookie or pixel, you will be able to know how many users have used the discount.
How does direct marketing work?
As its name suggests, direct marketing is direct two-way communication. Using these campaigns, advertisers can create a dialogue between themselves and consumers (existing and potential) and maintain this relationship for as long as possible or desired.
Companies can adapt to the client, offer the discounts they claim according to their needs, and adapt them individually.
But how is it working? It is based on databases that include detailed information on each customer or lead. Using this information, promotions and direct marketing communications can be adjusted according to the needs of segmentation or even individual customers.
Primary means of direct marketing
The primary means of direct marketing in the digital environment are these:
1. Email marketing
Direct email marketing allows you to send offers, announcements, reminders or other types of messages to a person whose specific address we have, thanks to our 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, catalogues have migrated to the Internet and are becoming digital. One way to spread them is via mailing.
3. Marketing online
Internet marketing has been growing steadily in recent years. According to eMarketer, investment in digital advertising will surpass TV for the first time in 2017. A medium widely used in direct digital marketing is Social Ads or advertising on social networks through Custom Audiences, which allow you to upload your base of data to the social network to create a personalized campaign.
4. Social networks
Social media have profoundly changed direct marketing. The brand and consumer dialogue becomes publicly aware on these social platforms. This causes the communication with the client to be conscientious and the contents provided or offered to be exciting.
5. Banners
This type of direct online advertising has a long history on the Internet, being one of the oldest. It seeks to arouse the user’s attention and promotes interaction since most are clickable.
Direct Marketing Benefits
Direct marketing offers brands multiple benefits to achieve their goals. Marketers know that developing a straightforward online marketing strategy will allow us to provide these advantages to our clients:
- Optimization of the marketing budget. With direct marketing oriented to the digital environment, you can set tangible goals and improve sales with a tight budget. If you have detected your audience, you optimize and direct the entire campaign process correctly, and you will achieve good results at a much lower cost than traditional advertising. Remember that direct online marketing is a faster and cheaper way to reach the consumer.
- Potential customers. As we go to contacts extracted from the brand’s or third-party database, we know we are going directly to our potential target to spread the advertiser’s product or service. Each specific segment of our audience will receive a personalized and adapted message. Its effectiveness is higher than other channels. This way, we will put all our efforts into those actions that do work.
Additional Benefits
- Increase sales via new, current and old customers. Efforts must go in three directions when carrying out direct marketing campaigns. On the one hand, activating communication with your old customers and recovering them through a new purchasing process. The objective is to rescue them and that they become habitual consumers. On the other hand, we have new customers who have data for whom we have data but who have never used our product or service. We must send them specific campaigns, such as “If you register for the first time, you will get a discount”. And lastly, current customers, who are the ones who are providing us with recent earnings and we must generate a type of communication that rewards them for their loyalty and converts them into regulars over time.
- Improve loyalty. You can increase the results by combining digital direct marketing and your loyalty program. If you are in direct contact with your consumers, you can personalize your email messages, promotions and offers, thus creating a direct link.
- New business opportunities. Direct online marketing allows you to continuously adapt to the needs of the market and thus respond much more effectively.
- Analysis of metrics and results. You can directly measure results with direct response campaigns. This allows brands and advertisers to take full advantage of A/B testing and make real-time decisions.
How we work direct marketing
At Cyberclick, we understand that direct marketing through the Internet has two objectives:
- Win customers. We can have our contact lists or access third-party databases, knowing that these contain potential customers that match our buyer persona. Still, we have to convert those qualified leads into actual customers. Through a well-directed online direct marketing campaign with the right messages and channels, we can achieve high conversion rates with a budget that is not very high. From here, we move on to the next phase: retaining that new customer over time.
- Promote the loyalty of the consumers we already have. Customer loyalty can be focused on continuing to buy our product or service permanently or a different one each time.
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