12:49 PM
Lanee' Blunt
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.
Reference:
Business Dictionary: Direct
Marketing
Systematic Direct Marketing:
Direct Marketing
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