Some economic and marketing figures give their opinions about this direct mail marketing or direct marketing practice, and their examples opinion:
Duncan (Principle of Advertising & IMC)
According to Duncan, direct marketing is a way of marketing in which the company establishes direct communication with consumers. This direct communication approach is considered more efficient because it can interact and have direct databases.
Kotler — Gary Armstrong (Principles of Marketing)
According to Kotler and Gary Armstrong, direct marketing is a marketing system which uses various communication and advertising media to have interaction directly with target consumers. Some kinds of direct interaction are communication via telephone, e-mail marketing, sending media promos (brochures) or meeting straight to get direct responses.
Suyanto (Marketing Strategy)
According to Suyanto, direct marketing is a marketing system which utilizes direct channels to achieve consumers and deliver goods or services to consumers without the need for intermediaries, to get responses or transactions that may be measured at the location.
Type of Direct Marketing
There are many kinds of direct marketing that lots of companies apply, including:
1. Direct mail
Direct mail marketing is a marketing format that attempts to present potential consumers with a message of a specific product or services that is certainly specific instead of simply increasing the profile of a brand, which are about advertising. Direct mail may be printed or electronic form and both are sent directly to a conclusion user to obtain a purchase process to get a certain product or service.
2. Direct communication
Marketing and advertising messages for brands generally improve their profile, while direct mail aims to direct consumers to buy certain actions. For example, Apple ads offer the overall way of product creation, while yang direct mail informs consumers about services along with their accessories to allow them to purchase them.
Direct mail has two generals forms: HTML e-mail that could select websites or micro sites, and printed communications these are known as ‘door drop’ mailouts. Both are generally geared to use consumer graphics that information collected from varieties of response, product registration forms, competitions, customer support forms and other similar methods that were collected and sold to marketing companies.
Sending specific information ahead of the target choice increases the likelihood an offer will be submitted. However, sending a deal to a segment that is not ideal for the populace may cause a slight response, and will even provoke anger that is received up against the company.
A boost in the quantity of direct mails were sent and the way many organizations compiled consumer details which in fact had generated the growth of legal entities to control that is a. In the UK, for instance, somebody should have subscribed with a service or product company at some time to deliver an email to MLML. The email footnotes must provide recipient an opportunity to not receive future communications.
3. Micro site
Site-led marketing that concentrates on certain offerings which can be subsidiaries from the main site. Brands of a micro website will often contain information relating to campaigns which might be closely associated with the theme of direct mail and will be offering. A micro website is frequently accessed by way of a link found in an HTML e-mail and that is the place that the sales company hopes to convert the interests of consumers into sales.
There are a couples of forms of direct mail, including product catalogs, product postcards, mailers, etc.
Telemarketing is contacting customers by telephone to trade products.
This strategy is quite capable of producing new customer prospects inside a large enough volume, and also the method of as being a tool to check out through to direct marketing campaigns.
Telemarketing will likely be very effective if based on a database of potential prospects or consumer data which has a complete profile (to learn product interests).
5. Email Marketing
Email marketing is really a simple, cost-effective and measurable way to succeed in our customers.
This can include e-newsletters, promotional emails to create new prospects or offers for existing customers, or ads that could come in other business emails.
Email has stopped being foreign to those who listen to it, as well as the development on the internet globally, e-mails has turned into a medium of recent technology utilized by society generally. Likewise, having a company that puts marketing with email as a means of communication. Regarding social, email has become the range of many individuals to have interaction.
While in relation to economics, naturally email are often a practical and efficient media both serious amounts of cost. Email marketing is really a type of direct marketing employed by an organisation using email as a method to convey commercial messages. However, nearly all online-based companies use email as a way of interacting with online users around the world.
In general, the objective of email marketing is always to increase the relationship between each other. In addition, in some instances, a company considers the most important goal would be to get new clients who are difficult to achieve and customers nobody need immediate information about an urgent need or market demand.
All that needs to be done is actually directing them to see your website in order that customers be able to see your products or services, for instance by article writing, that’s to bring many online users to forums or newsletters. The advantage of newsletters would be to gathers many customers who register together with you and me, so you have lots of e-mail lists and needless to say as references.
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6. SMS Blasting (SMS / MMS Marketing)
SMS allows businesses to arrive at individual customers and send messages to some large group of consumers low cost.
We will use SMS services to transmit sales notifications to customers, links to personalized website updates, shipping reminders, or messages.
7. Social Media Marketing
Social media might be used effectively as an advertising tool for businesses given it gives us the opportunity to have interaction directly with customers and regularly share relevant services or products information.
Social media platforms also help it becomes a breeze for customers to express our pleased with their network, increasing our reach exponentially.
Consider to build up this profile for our business is usually to enable us to market our services and products.
Meanwhile, the medson also encourages customers to offer feedback as well as leaving comments that are invaluable to further improve our service.
8. Direct Selling (With Sales Promotion)
Direct selling (direct selling) is an efficient strategy to create a flexible and low-cost business.
Direct sales involve independent sellers who sell services or products directly to customers, by way of example by going to customers’ homes, jobs place or workplaces.
9. Marketing Leaflets (Letterbox Drop & Handouts)
Is a primary marketing model by sending or distributing leaflets (flyers / leaflets) to customers or general consumers.
10. Online Marketing
Direct marketing can be completed by website marketing or marketing which utilizes online media which utilizes the web.
There are numerous forms of online media including social media as discussed above, online shops and the utilization of websites for product marketing media.
For now, very little product / company does not have a website or portal to introduce the corporation and its offerings.
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11. TV Home Shopping
Marketing with TV media or home shopping is currently increasingly widespread, many TV stations are broadcasting this commercial program.
This strategy is effective, because in addition to its tremendous selection, it is also designed with network marketing sessions and often with the active telephone.
Goals and Benefits of Direct Marketing
The goal of direct marketing normally is usually to market products / services to a target consumers with lower marketing costs.
Direct marketing is a process or marketing activity by looking into making direct experience of the mark customer, where this contact does not have to become one on one, but can use certain media.
The most significant thing is, how to choose the top media and methods with the most efficient cost.
So that this direct marketing practice may have a direct impact on several parties, namely:
Benefits of Direct Marketing for Sellers
Having a high level of flexibility, where marketers can set the correct method, time like 2017 or 2018, media that are certainly suitable for reaching consumers.
Give marketers the opportunity choose various alternatives and conduct trials seem to get the most efficient method.
Marketers can cause highly customized approaches for themselves along with their customers, where this method is very tough to imitate due to the customization nature.
Benefits of Direct Marketing for Consumers
Consumers is facilitated with the presence of this direct distribution, simply because they am able to see the plus and minus in the product.
Consumers are facilitated, because they will get the item directly in the place, and never having to bother going out in the house.
Consumers get convenience and freedom with the many choices in the product catalog.
Consumers have the opportunity study the specifications of the product first (catalog, e-mail, direct mail marketing like usps mail, etc.), And consider the pluses.