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Definition of direct marketing and tools

Direct marketing

Direct marketing is one of the most important types of marketing that has increased in importance in recent times. This is due to its effectiveness in reaching target customers, converting potential customers into loyal brand buyers, as well as increasing ROI. This is exactly what any marketer or business owner looks for when choosing the right and effective type of marketing in the project to increase sales and profits.
Definition of direct marketing and tools
Definition of direct marketing

Definition of direct marketing

Direct marketing is a type of marketing campaign that targets a specific segment of potential customers who have indicated an intention to buy from you. This can be done through one or several direct means of communication without the need for a third party.

Moreover, direct marketing requires the use of a CTA from the target potential customer segment, for example: newsletter subscription, store order, information request..etc. In addition to the ability to measure the effectiveness of marketing campaigns easier than advertising campaigns.

Direct Marketing Objectives

Direct marketing is distinguished by its specificity, as its objectives differ significantly and completely from other types of marketing, and can be summarized as follows:
  • Ensuring the repeated sale of the product to the same consumer: This is done by saving the consumer’s data, name, phone number and place of residence, while making sure to constantly communicate with him so that the selling process becomes easier and faster, and in most cases 20% of sales come depending on this method of repeated sale of the same consumer.
  • Marketing new products: The database allows consumers to easily reach the consumer when they start working on launching a new product in the market and know their opinions about this product and the positive and negative things they encountered when using it, and what modifications should be added to the product to ensure its repeated sale to the consumer, and this method provides The ability to examine the extent of consumer acceptance of this product and make the necessary adjustments to it before putting it on the market, which contributes to saving effort and ensuring profit.
  • Providing a new distribution method for the product: Through this method, companies can provide a faster, easier, and less costly way to distribute the product directly to the consumer.

Direct Marketing Means

Direct marketing is centered on direct contact with the consumer, which is in several ways, namely:
  • Direct mail: This method relies on sending direct mail messages to the consumer's personal mail address or to his home address or workplace address, in order to offer new goods to the consumer or to ensure the continuity of the relationship with him.
  • Remote communication: This type of communication is the use of modern means of communication such as the telephone to communicate with the consumer, presenting new products to him, reminding him of old products and informing him of his desire to buy them.
  • E-marketing: It is also known as home marketing, and it is through the Internet or the media such as television or radio or through magazines and newspapers, all of which aim to deliver direct information about the product to the consumer while he is at his home, but it is difficult here to measure the degree of consumer acceptance of this product and his demand for it.

Benefits of direct marketing

Direct marketing has a lot of benefits for start-ups, small and large, in all fields:
  • Reach existing customers to increase brand loyalty or stimulate repeat purchases.
  • Optimize your marketing budget.
  • Building relationships with new clients.
  • Test responses to current or potential products and services.
  • Provide customers with content they can share to increase positive word of mouth.
  • Increase Sales.
The choice of direct marketing methods that will suit your business or service project in your business depends on the quality of the products and services you sell, the available budget, and the target market. However, keep in mind that misleading or unethical direct marketing can leave people with a bad impression of your business. What to damage the reputation and revenue of the project.

Direct Marketing Tools

There are a lot of different direct marketing tools, of course you don't need to use all of them in your project, but it totally depends on the type of your business and your target customer segment, here are the top 5 different tools:

1. Email Marketing
Email marketing is one of the most important means of digital marketing, as it achieves the highest rate of return on investment (ROI) compared to other means of marketing. In addition, mail marketing is ideal for communicating with customers directly via emails.

Mail marketing can be used in direct marketing in many forms. For example, reminding customers to complete a purchase after leaving their cart, promoting new products or services, offering discount coupons, and finding out what new products customers are waiting for by filling out surveys.

2. Experimental Marketing
Experiential marketing, or as it is known as engagement marketing, aims to increase brand awareness and loyalty among consumers, as well as provide them with an inspiring and entertaining experience. There are many examples of experiential marketing including but not limited to: trade fairs, conferences, seminars, podcasts, webinars, etc.

3. Direct mail
Direct mail is described as sending information about a specific product or service or even a special offer to the addresses of potential customers, and direct mail is still effective in direct marketing campaigns even now especially when targeting a specific geographic range. It is used in many different forms, for example: brochures, catalogs, flyers..etc.

4. SMS Marketing
SMS Marketing is one of the cost effective and effective direct marketing tools to promote the services and products of companies, especially with more than 3.6 million smartphone users around the world in 2020. But it needs permission from the customer to agree to receive promotional messages, and it should be allowed He has to withdraw to stop receiving those messages at any moment.

SMS marketing can be used to achieve several goals including: increasing the awareness of the company's brand, sending periodic offers and discounts, providing discount coupons, introducing the company's new products, and motivating the buyer to purchase similar products to the previous purchase.

5. Telemarketing
Telemarketing is one of the professional direct marketing tools used in B2B marketing and even between businesses and individuals. As making phone calls with the customer allows you to communicate directly with him, however, you must follow some tips to convince him of the product or service that you provide as follows:
  • Plan well: You should first identify your target audience, so you can build a list of customers who are actively looking for the product or service you're selling.
  • Help the customer overcome obstacles: If you sell a product at a high price, and the customer is satisfied with the product but refuses to buy it because there is no cash with him, you can help him and offer, for example, to buy in installments, in telemarketing you must be prepared for those expected obstacles.
  • Always be prepared for rejection: You should know that no matter how professional you are, there will be times when you will be rejected, and the customer will want to hang up with you. So always be prepared to say no, and prepare to grab the next potential opportunity with another customer.
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