How can Direct Marketing be so effective? Why direct marketing? How does it add value to your marketing efforts over the conventional mass media marketing? … Here is a brief on direct marketing.
Direct Marketing provides you the ability to:
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Target your marketing efforts only to those people likely to be interested
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Offer varied messages to different consumers
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Cost effectively create long term relationships with the customer
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Increase your knowledge about customers
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Direct Marketing offers distinct advantages over other forms of communication
Segmentation:
By utilizing key demographic and psychographic variables of our database such as: Company industry type, company size, contact level, Age, Nationality, Purchase level, etc., we can ensure that the right message goes to the right person a the right time.
Measurement
Response rates of our efforts can be pre-defined and measured.
Personalization
Direct mail is a one-to-one communication tool that utilizes the person's name in the communication making it more personal and customized
High Involvement
The recipient of a direct mail package spends more time reading and handling our message than with any other form of advertising.
Testing
Offers, creative, incentives and consumer segmentation can all be tested using direct mail before a full mailing is rolled out.
The Payoff
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Revenue Enhancements
Increased lifetime value of customers
Increased up-selling and cross-selling
Increased response rate
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Cost Reductions
Targeted promotion efficiency
More efficient allocation of resources
Building a marketing information asset