The advantages of direct marketing

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

The first catalog
an editor, published in Venice and dates from 1498. From then until now, was one of the formulas of popular communication and sales.

It seems logical that if you have used for so long is because their results were quite good for entrepreneurs in different centuries have used their properties as an effective marketing tool

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

The first thing is to know what really is direct marketing. When people talk about direct marketing are often combined with supply that floods our mailboxes. The reality of direct marketing goes far beyond. Direct Marketing is to establish a direct link to the advertiser and the agency responsible. There are no middlemen or something or someone interferes with communication between the two. This leaves open a chain that operates in both directions, allowing the advertiser gets a direct response to its proposal, or directly buy your product or service.

Examples of formulas that are used in a direct marketing strategy are:

1 .- Post: is one of the most popular. You write long letters, full of attractive offers of promotion to attract the attention of potential customers and get the sale.

2 .- E-mail : A modern version of the theme. The nature of this formula is similar to the previous. The difference is that E-mail is done via the Internet (email direct marketing) and therefore favorable alter some of its most important aspects such as cost and speed of delivery.

3 .- Buzoneo is the poor relation of the expedition. Using segmentation strategies more contentious than previous forms, print advertising Buzoneo deposited in the mailboxes of our homes.

Telemarketing 4 .- : Unfortunately, we have all suffered at some point in this appeal, 11:00 pm offering the services of a gym, a wide range of telephony or other product or service.

Catalogs 5 .- is a multi-million dollars in this country is ongoing are moving into more traditional. In general, it was stated that good weather encourages people to shop out physically. Sure, there is much truth in that statement, I fear that another factor behind this situation is the absence of a more professional sector.

6 .- Electronic Commerce: E-mail I mentioned before, is one of the great innovations of recent times. Electronic commerce has started slowly and timidly to the cutting of the fears of the net purchase and steady progress.

7 .- Direct Response ad any advertising to include a promotion and invite consumers to contact the advertiser directly through a phone number or address below is a direct marketing formula.

8 .- etc.

In general, the performance of these strategies has proven effective over time and, although there are differences in weight between different formulas, all benefits shared by many:

a. -. The selection of the best impacts Unlike other media where it is more difficult to separate the wheat from the chaff, the Direct Marketing allows you to perform more precise contacts mission to the extent they occur in a list that already segmented.

b. – Ability to test different approaches to campaigns , thus ensuring that the format is more likely to get the best results. Only the future with what works.

c. -. Controlling Costs While much depends on the formula chosen, in general, costs incurred by a direct marketing campaign often below the cost of a campaign by traditional media. The range is wide, as it can vary from e-mail campaign with almost zero cost to the costly development of a catalog that takes the place of its sales force. However, because, in general, the worlds in which they apply are different, direct marketing strategies are often more attractive in terms of total budget (the return on impact, however, is worse).

d. – Reuse of the list. You can use the list we have used more than once. All you have to do is get at least some aspects of the promotional card and try to get those who are not interested in first, change your mind now.

e. – Measure your campaign’s response: This is perhaps one of the great virtues of this type of marketing. As for the others is much more complicated, direct marketing enables perfect control of the results of their actions. If you want to devote to serious business, begin to control what you do and reaches conclusions that can improve.

F. – Increase of users: This type of formula allows you to go beyond their physical limits. Although it depends on the formula used at any time, it is very likely that you are limited in the real world (a limited number of establishments, size, etc..). However, in the online world offers the possibility of what could not do anything if I would be very inefficient in terms of cost.

g. – long-term relationships: to take this opportunity to have data of their customers or potential customers. Now, you must use them wisely. The first commitment is to take custody of such data passes through the most appropriate. This information is very valuable and private, do so safely and not share with anyone who gave him something to you.

h , etc .-

advantages of direct marketing are many, but perhaps this formula is one of the forms you need more care and respect if you want to enjoy it. Investigate all the possibilities at your fingertips. If you’re worried, the shares to test their ideas with small dimensions. As you gain confidence and results you will feel more comfortable to start moving more aggressively. Whatever you do, remember this formula and integrating them into your portfolio soon.