If you are new to marketing you will have undoubtedly heard the term ‘direct marketing’ bandied around by those in the industry – but what is direct marketing and how useful is it really? If this is the question which you want answering, stay tuned as we delve into the realm of direct marketing, removing the shroud of mystery and giving you the untarnished facts.
As the name suggests, direct marketing is a form of marketing which uses direct means of contact to approach consumers. It has gained a reputation as an aggressive form of marketing; however this is due to those within the industry using bad practice techniques rather than the methods themselves being aggressive.
There are various forms of marketing which fall beneath the umbrella of direct marketing and these include;
- Email Marketing
- Direct Mail
- & Much More
How Useful Is Direct Marketing?
Direct marketing is extremely useful when used correctly. It has the ability to communicate directly with a specific group, allowing you to effectively tailor your message, image and tone to appeal directly and more effectively to those you are trying to connect with.
For this reason, this type of marketing allows you to monitor the performance of your campaign with relative ease – highlighting marketing efforts which are the most effective. It allows you to allocate your budget and resource more effectively, as you can target areas which are underperforming, seasonal or limited time offers.
This makes this type of marketing particularly relevant for small businesses, as you can make this type of marketing work for you on a small budget. Plus, if one aspects of the marketing campaign isn’t working then you are readjust the campaign and place your budget into other sectors of the marketing campaign which are working. This is the beauty of direct marketing.
Simply put, direct marketing is an extremely effective form of marketing particualrly because it is;
- Highly Targeted
- Cost Effective
- Easy to Track
- Quick Execution
- It’s Personal
- It’s Integrated
- High Impact
- High Success Rate
- Increases Sales
- Increases Brand Awareness
- Increases Trust
There are many reasons why many businesses, small or large, utilise direct marketing and use it to their advantage. If you are new to marketing, you will find that direct marketing normally forms the initial foundation of any marketing campaign with little add-ons added once it has proved successful.