The Benefits Of Direct Marketing

Direct Marketing is one of the most widespread communication strategies around the world. In one form or another has been used since time immemorial.

The first catalog ever recorded was published by a publisher in Venice, dating from 1498. From then until now, has been one of the forms of popular communication and sales.

It seems logical that if you have used for so long is because its results have been good enough for entrepreneurs from different centuries have taken advantage of its features such as effective marketing tool

In any case, despite the widespread use, there are still many companies who are skeptical or simply do not know the formula enough to incorporate it into their strategies.

The first thing to know is what is really the Direct Marketing. Direct Marketing When we talk about people usually associate with the mailing that floods our mailboxes. The reality of the Direct Marketing goes far beyond. Direct Marketing is to establish a direct link being the advertiser and potential customer. There are no middlemen or anything or anyone that interferes with communication between the two. Thus, it is an open channel that works in two directions, enabling the advertiser receives a direct answer to his proposal or directly buy your product or service.

Some examples of formulas that are used in a direct marketing strategy are:

1 .- Mailing: One of the best known. Is to write long letters full of attractive offers promotional to capture the potential customer's attention and get the sale.

2 .- E-mailing: This is the modern version of the mailing. The nature of this formula is similar to the previous one. They differ in that the E-mailing is done through the Internet (email) and this fact favorably modifies some of its most relevant aspects such as cost and speed of delivery.

3 .- Mailbox: the poor cousin of Mailing. Using segmentation strategies more controversial than previous formulas, the print advertising Buzoneo deposited in the mailboxes of our homes.

4 .- Telemarketing: unfortunately, we've all been victims at some time of that call at 11:00 pm offering the services of a fitness center, offering telephone or any other product or service.

5 .- Catalogues: a multimillion dollar business in our country does not stop moving sums moving in others with more tradition. Generally, it has been argued that the good weather invites people to go out and physically make purchases. Although there is certainly much truth in that statement, I fear that another factor explaining this situation is the lack of a more professional industry.

6 .- Electronic Commerce: along with the E-mailing that I mentioned earlier, is one of the great innovations of recent times. The Electronic Commerce began timidly and slowly killing the fear of buying over the network and moving steadily.

7 .- Direct Response Ads: any ad that includes a promotion and invite consumers to contact the advertiser directly via a phone number or address attached is a form of direct marketing.

8 .- Etc.

In general, the performance of these strategies has proven its effectiveness over time and, although there are differences in weight between the different formulas, all share many of the advantages:

a. - Best Selection of impacts. Unlike other media where it is harder to separate the wheat from the chaff, the Direct Marketing allows you to make a more precise contacts to the extent that they occur on a list that has been previously segmented.

b. - Ability to test different approaches and campaigns and ensure that the format chosen is the one most likely to achieve the best results. Only going forward with what really works.

c. - cost containment. Although much depends on the formula chosen, in general, the costs they incur a Direct Marketing campaign are often below the cost of a conventional media campaign. The range is wide because it can range from e-mailing campaign with near zero cost to the development of an expensive catalog that takes the place of your sales force. Whatever the case, and because, generally, the universe on which they apply are different, the Direct Marketing strategies are often more attractive in terms of total budget (the yield impact, however, is worse).

d. - Reuse of the list. You can use the list that you used in more than one occasion. All you have to do is tweak least some of the aspects of the promo card and try to get those who did not find attractive at first, change their minds now.

e. - Measure the response of your campaign: this is perhaps one of the great virtues of this type of marketing. As with other forms is much more complicated, the Direct Marketing allows you perfect control of the outcome of your actions. If you seriously dedicate business world, start to control what you do and draws conclusions to help you improve.

f. - Increase the customer base: This type of formula lets you go beyond your physical restrictions. Although it depends on the formula used at any time, chances are you're limited in the real world (a limited number of establishments, a small size, etc..). However, in the online world offers you the chance to get to where you could not otherwise do or I would be very inefficient from the point of view of costs.

g. - Durable Relations: exploiting the opportunity of having the data your customers or potential customers. Now, you must use them wisely. The first commitment should assume custody of the data passing through the most appropriate way possible. This information is very valuable and private, always keep it safely and do not share with anyone who gave you something to you.

h. - Etc.

The advantages that provides you with direct marketing are many, but perhaps this formula is one of the formulas you need more care and respect if you make the most of. Investigate all the possibilities you have at your fingertips. If you are afraid, testa share your ideas with low dimension. As you gain confidence and feel more comfortable results to initiate more aggressive moves. Whatever you do, do not forget this formula and incorporate into your stock portfolio soon.



Salvador Figueroswww.GorilaMarketing.com

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