In this article we describe Direct Marketing, one of the most effective marketing techniques practiced by marketeers.
What is Direct Marketing?
In regular forms of marketing, communication takes place in the public domain, it’s a matter of a “general” offer. An example of this is (many) advertisements on TV. In Direct Marketing, there is only a matter of a direct approach to the potential client. The potential client is confronted with a direct approach whereby there is a search for a reaction from the client. The direct approach is based on available individual data and insights into preferences and behaviour of the (potential) client.
How to do Direct Marketing?
Direct Marketing can take the following forms:
- Telephone (telemarketing), as well as SMS like Call Center
- Addressed post (direct mail)
- E-mail marketing
- Personal sales
Why Direct Marketing?
- The offer of Direct Marketing is based on individual data and insights into preferences and behaviour of the (potential) client. Through the directed offer and direct contact, there is a greater chance to be able to make a good offer to the client.
- It is personal whereby there is a greater chance of success.
- There is the possibility towards establishing a long term relation.
- There is the possibility towards keeping client data and to conduct tests with it.
Disadvantages of Direct Marketing
Some forms of Direct Marketing are often felt to be unpleasant. People find it irritating to receive so much offers that they did not solicit to have and thereby the Direct Marketing often achieves only a small percentage of its target, the (potential) client. Think of the many folders that you dispose into your recycled paper waste without even a glance.