Direct Marketing

By Lanee’ Blunt

Direct marketing is used by large corporations, small businesses, consulting firms and companies of all sizes. Direct marketing may boost your business by winning you quality customers.  It allows you to communicate with your customer by email campaigns, interactive consumer websites, mobile messaging, fliers, catalog distribution, sales letters, direct mail packages, and online display ads. It is designed to obtain orders directly by mail. It is not just advertising, but the combination of advertising and selling.

Direct marketing is the combination of contacting and influencing a chosen set of prospects by using direct mail, telemarketing, and etc. The marketing messages are addressed to the prospect and focuses on the target market. A mailing list that has been qualified for the target market is tested and used. For example, if you are sending emails you would purchase an opt-in email list from a list provider. The specialized list purchased from a commercial list house may be developed for lawyers, dentist, nurses, college professors, teachers, and accountants, etc.

It may take several approaches before you may turn a prospect into a buyer. Direct marketing is an alternative to cold calling and attracts qualified leads to your business, and keeps them in the loop until they are converted into customers. It will provide you with a set of clients that can give you referrals. Direct marketing can be measured which will help you stay on target if your campaign was successful. For example, if a business sends out 1,000 sales letters and 100 prospects respond to the promotion, the business knows that campaign led directly to a 10% direct response rate.

Business Dictionary: Direct Marketing
Systematic Direct Marketing: Direct Marketing

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