Direct marketing
Its objective is to generate a reaction in the consumer, a measurable and quantifiable response that provides us with relevant data for the definition of our strategic plans.
Direct marketing advertising campaigns are aimed at a specific and precise group of consumers, so your strategy must be personalized for this specific target.
This strategy allows us to optimize and save costs by exactly reaching our goal.
As I said at the beginning, in the last two decades, direct marketing has been gaining importance in an exponential way, thanks to the dissemination tools that through technology have infiltrated the lives of all consumers.
Prior to the internet revolution, the tools that were used to do direct marketing were the following:
Phone calls
Coupons
Brochures and catalogs
Traditional mail
PLV material
Gifts
Advertising in specialized magazines
Newsletter
With the arrival of new technologies, they have been increasing, giving way to digital marketing tools:
Emails
SMS messages
Internet publicity
Social networks
The benefits that these new tools bring us are several, optimizing costs, reducing expenses, the possibility of reaching a global market without leaving our chair, and above all the measurement of results, which in most cases can be done in real-time.
Tools such as "YouTube TrueView" allow us to optimize costs by paying only when the user sees at least 30 seconds of our message or decides to click on it.
They also allow us to segment in a very precise way, being able to connect with consumers who have a purchase intention or potentially interested in our products or services.
Social networks allow us the possibility to connect directly with our consumers and establish a relationship of trust with them, bringing this relationship closer and giving us the opportunity to build loyalty, to show our most human and close factor through strategic techniques.
Direct marketing helps us win customers and encourage their loyalty, but this strategy is not limited only to our consumers, the approach can be different and pursue the objective of improving our relationship with partners and sponsors.
In any case, the message must be unique, personalized for this specific group, segmenting according to our needs.
As I said in my previous article about creativity, this is fundamental both to define a strategy in the message and to select the means of dissemination and the tools that we will use to achieve our objectives.
It will be useless for us to reach our potential audience if we do not have an attractive and interesting message for them.
Thus, direct marketing will provide our company with the possibility of building personalized and precise messages optimizing resources, building closer relationships with our consumers or partners, we can obtain a quick response in real-time and it will facilitate the obtaining of data for the fourth phase in our marketing plan, analysis of results.
