Consumer Direct Marketing

Consumer Direct Marketing is the form of marketing in which the consumer is the direct target of the communications related with products and services. In this age of Information explosion there are various channels for advertising directly with the consumers and this is the prime reason for increasing popularity. Cell Phone Text messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising are some of the main mediums of Consumer Direct Marketing. Marketing messages emphasize a focus on the customer, data, and accountability.

Characteristics which distinguish Consumer Direct Marketing are:

1. Messages that are addressed directly to the customer and/or customers. This relies on being able to address the members of a target market. Address ability comes in a variety of forms including email addresses, mobile phone numbers, Web browser cookies, fax numbers and postal addresses.

2. Seeks to drive a specific “call to action.” For example, an advertisement may ask the prospect to call a free phone number or click on a link to a website.

3. Emphasizes trackable, measurable responses from customers – regardless of medium. Direct Marketing Channels:

A. Email Marketing:This is the most common and reliable medium of Direct Marketing.

B. Online Tools:This channels targets people who are using internet very frequently

C. Mobile phones:SMS and MMS are main mediums of marketing by mobile phones.

D. Telemarketing:Contacting customers by directly on mobile phone is also very common tool.

E. Coupons: Coupons are used in print and digital media to elicit a response from the reader. An example is a coupon which the reader receives through the mail and takes to a store’s check-out counter to receive a discount.

The main advantage of marketing is that marketers can know the results of their marketing since he receives the response directly from the consumers. In traditional advertisement such measurement is impossible. Measurement of results is a fundamental element in successful marketing. The Internet has made it easier for marketing managers to measure the results of a campaign. This is often achieved by using a specific website landing page directly relating to the promotional material. A call to action will ask the customer to visit the landing page, and the effectiveness of the campaign can be measured by taking the number of promotional messages distributed (e.g., 1,000) and dividing it by the number of responses (people visiting the unique website page). Another way to measure the results is to compare the projected sales or generated leads for a given term with the actual sales or leads after a direct advertising campaign.