 What
is Direct Marketing?
Direct marketing is really just the term
that's given to any form of advertising that puts the customer
in direct contact with the company.
Direct marketing is sometimes called target marketing, pinpointing
the characteristic where consumers are targeted with matching
products/services the marketer provided. Reaching and informing
the potential consumers - target market- is essential in
marketing.
A list of consumers of refined interest information with
geographical, personal demographics, psychographics and
business demographics is valuable to every marketer.
What
are the channels in direct marketing?
There are various channels of direct marketing.
Direct Marketing uses a set of direct-response media including
direct mail, telemarketing, print, the Internet and other
media while direct mailing, direct delivery and email marketing
are the commonest channels.
Direct Mailing and
Direct Delivery
More advertising budget continue to be allocated in direct
mail than in almost any other advertising medium. Direct
mailing provides information on products/services addressed
to the consumers personally by post. Advertising by post
is one of the most familiar forms of direct marketing,
making up on average over four out of ten items of the
weekly postbag.
For consumers, when direct mail is correctly targeted
to the relevant people, they will be happy to read it
as it brings them timely, relevant and interesting offers
and information.
Direct delivery delivers promotion materials such as leaflets
and free sample to the consumers at the place where the
target consumers frequently access. Virtually pushing
the advertisement into their hands, increasing awareness.
It is believed that nearly half of the purchases are initiated
by direct mailing and direct delivery
Email Marketing
Industry pundits claim that e-mail marketing is one of-the-most
successful way to grab customers. Email offers marketers
new opportunities for customer interaction and allows
for immediate action. Once you grab the prospects' attention
and convert them to buyers or inquirers, direct email
allows you to build aspecial, highly interactive relationship.
It is a perfect compliment to direct mail and direct delivery.
Why
direct marketing is preferred?
Selective
Reach -
Direct marketing lets the advertiser reach their targeted
group and reduces or eliminates waste coverage.
Segmentation Capabilities -
Tools including GIS, statistics and categorization can
be employed to allow segmentation on the basis of geography,
demographics, and lifestyles.
Flexibility -
Direct marketing can take on a variety of creative forms
as direct-mail pieces allow for detailed copy that provides
a great deal of information.
Timing
-
While many media require long-range planning and have
long closing dates, direct-response advertising can
be much more timely. Direct mail can be put together
very quickly and distributed to the target population.
Personalization
-
No other advertising medium can personalize the message
as well as direct mail.
Cost
-
The ability of direct marketing to specifically target
the audience and eliminate waste coverage reduces the
actual CPM (cost per thousand consumer reached) and
thus the cost per purchase also minimized.
Measures
of effectiveness -
No other medium can measure the effectiveness of its
advertising efforts as well as direct response. Feedback
is often immediate and always accurate.
Why
choose DMA?
One-Stop Direct Marketing
Services
We are the pioneer in providing
direct marketing services allowing marketers to quickly
interact with their customers both in the real world (via
direct mailing and direct delivery) and in the world of
internet (via ePost121).
The concept of providing One-Stop direct marketing of total
solution, lettershop, list rental, fulfilment & data management
services are made available to marketers, who can then sit
back and relax while seeing customers come through their
doors.
How
to be Successful?
Simply contact
us and step onto the path of success with DMA!
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