Direct Marketing – The Future of Advertisement

In large part because of the ever-evolving internet, direct marketing has become an increasingly popular sales method. This form of marketing is essentially an alternative to traditional advertisement strategies. Most of the companies that utilize these traditional methods pay for mass exposure in the form of television and radio commercials, newspaper ads, and by constantly running widespread internet advertisements.

When executing traditional marketing strategies, companies are simply appealing to the masses and hoping enough potential customers see their advertisements. Direct Sales Marketers operate in a vastly different manner than the aforementioned.

I’m Still Not Sure What Direct Marketing Is…

This strategy of marketing involves a salesman that brings their product right to you. Instead of hoping that the right demographic of customers is exposed to their massive advertisement campaigns, direct salesmen target specific customers and their specific needs. For example, if a direct marketer is representing a sugar loaded energy drink, he first determines who in the market is most likely to purchase the product and then targets those specific individuals.

Trying to sell a group of elderly woman at a Red Hat Club meeting a case of energy drinks is more than likely a waste of your valuable time and theirs. If the marketer sets up sales meetings with college students or young adults, he is far more likely to succeed in the selling of the product. If executed correctly, direct marketing has proven to be a fruitful industry time and time again.

It Sounds Like a Fun Career. How Can I Get In?

Direct marketing is a very unique career choice. Those involved in this industry are usually independent from the companies they represent and are self-employed. Self-employed marketers enjoy freedoms that most other members of our workforce dream of. When you don’t have a boss, guess who determines work hours? You do! People that have chosen this form of employment do a considerable amount of their work online and are able to work from home in the comfort of their furry robe. If you’re interested in pursuing a career in this sector, there are a myriad of different products you can represent.

Does This Form of Marketing Pay Well?

Independent direct marketers are in complete control of their financial destiny. These entrepreneurs aren’t held hostage by a salary cap like other sales positions. Having access to a sales career with unlimited earning potential is close to unheard of. Product dependent, direct salesman are generally compensated well for their work. As in any entrepreneurial leap, a direct marketers income is entirely dependent on his quality and frequency of work. There is a phenomenal amount of money to be made in this industry.

A quick way to rise amongst the ranks of successful direct marketers is to establish a strong online presence. By blogging daily and running marketing and ad campaigns, you can gain validity in the eyes of your constituents and, more importantly, the eyes of your potential customers. This form of marketing offers a rare opportunity for self-employment and limitless mobility.

If you’re an entrepreneur or salesman at heart, direct marketing may be just the career you’re looking for.

Direct Marketing Is a Proven Method That Delivers Positive Results

Direct marketing entails a variety of advertising methods that are used to contact existing and potential customers via mail. Thanks to online marketing, owners now have additional ways to reach clients without purchasing expensive postage stamps.

Previously, direct marketing was limited to sales letters, postcards, and telemarketing calls. Now, businesses can take advantage of websites and blogs to acquire subscribers. Using collected email addresses, owners can send advertisements via email, social marketing networks, electronic newsletters, and Web advertising.

Innovative technologies have made is much easier for businesses to get connected with customers and deliver personalized advertisements. For instance, personal emails and digital newsletters can contain each recipient’s name, together with exclusive offers created especially for them.

Customized ads are a powerful way to get the attention of customers and can influence their purchasing decisions. Customization software can be used with cross platform marketing endeavors such as email, Web, and video marketing.

It is imperative to monitor results of each type of direct marketing campaign. Owners that make use of several strategies may find it advantageous to employ a marketing consultant. Professionals can assist owners with learning how to interconnect each strategy and monitor results.

One method that is becoming very popular is personalized online video advertising. These types of videos can be customized for every individual that views the ad. This provides a unique interactive experience and is a great way to let people see how innovative your company is.

Currently, only a handful of companies provide interactive video advertising, but it is likely to become more prevalent in the near future.

Another fascinating development is personalized websites. This technology automatically inserts visitors name or location at the website. Any time customers visit the site their name is inserted into the sales copy. Personalized business websites are a great way to collect information about each visitor’s buying habits. They are also ideal for companies that conduct online consumer surveys.

These methods do necessitate developing a database of opt-in subscribers. This can be achieved by providing a newsletter subscription form on websites and blogs; giving away complimentary reports that require people to subscribe; hosting a contest; or asking people to supply their email address in direct mail advertisements.

One of the greatest benefits of direct marketing is it is relatively easy to determine results. For example, if a company mails out 100 postcards and 10 people respond then owners realize they are getting a response rate of 10 percent.

The same is true for calculating response rates from Web marketing. If 100 people visit a website and 10 people subscribe to the newsletter, survey, contest, or offer of a free report, the response rate is 10 percent.

Owners that are inexperienced with direct marketing often find it helpful to enroll in a marketing training course or work with an experienced consultant. It is vital to comprehend how to fully participate in this style of marketing in order to obtain the greatest return on investment.

The Direct Marketing Association reports that approximately 55 percent of advertising funds are spent on direct marketing. In 2011, businesses invested over $160 million in direct advertising campaigns which resulted in close to $2 trillion in sales. Obviously, this form of advertising works, so owners would be wise to make good use of it.

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.