Direct Marketing Flashcards
What is direct marketing?
Direct marketing occurs when businesses address customers through a multitude of channels, including mail, e-mail, phone, and in person. Direct marketing messages involve a specific “call to action,” such as “Call this toll-free-number” or “Click this link to subscribe.
Benefit of direct marketing?
Instantly measurable results
What is General advertising?
e.g. - a billboard promoting a brand concept or product awareness
downside of general advertising?
Not instantly measurable
Targeting.
Direct marketing is successful only if it targets the right people. If you’re going to promote your offer to your entire audience, you risk spending much money in vain. For that reason, direct marketers work with the most interested customers and rely on segmentation tools.
Database segmentation.
Marketers divide their customer base into small groups with some common characteristics which include age, gender, occupation, location, interests, needs, income, etc. This allows them to craft highly personalized offers that will be relevant to each segment.
Tracking responses.
Without monitoring customer responses, you will never know which strategies perform best for your brand. Online direct marketing channels allow users to easily respond to marketing campaigns as well as they let brands monitor the entire process. Users can communicate with companies via emails, social media channels, chatbots, etc.
Why is targeting good?
Can find people who are most likely to be interested in your product and send them personalised messages which will produce higher conversion rates.
Direct marketing is budget-friendly because?
You reduce your audience to only promote to likely customers therefore reduce your range
Direct marketing allows business to keep records of customer behaviour for?
Learning from customer behaviour and being able to target lapsed and existing customers with personalised promotions
Customer loyalty is created by?
Having a direct relationship with customers. Personalised emails, existing customer discounts etc.
Direct marketing can allow new businesses to
- Improve sales of specific products.
- Clear discontinued stock.
- Renew sales.
- Increase customer retention and loyalty
- Follow up on promotional offers.
Product performance can be measured easily with
Direct marketing
What is indirect marketing?
The process of indirect marketing revolves around the idea of building loyal audiences and customers that will buy from you over time. Unlike direct marketing, indirect marketing relies on the assumption that your audience will not be purchasing your product or service immediately, but rather over time.
Form of indirect marketing?
Social media posts, SEOs, Blogs
