Direct marketing is a form of advertising that reaches its audience without using traditional formal channels of advertising, such as TV, newspapers or radio. Businesses communicate straight to the consumer Direct marketing is predominantly used by small to medium enterprises with limited advertising budgets which do not have a well recognized brand message. A well executed direct advertising campaign can offer a positive return on investment as the message is not hidden with over complicated branding. Instead direct advertising is straight to the point, it offers a product, service or event and explains how to get the offered product, service or event.The term direct marketing is believed to have been first used in 1967 in a speech by Lester Wunderman, who pioneered direct marketing techniques with brands such as American Express and Columbia Records Direct marketing is attractive to many marketers, because in many cases its positive effect (but not negative results) can be measured directly. For example, if a marketer sends out one thousand solicitations by mail, and one hundred respond to the promotion, the marketer can say with some confidence that campaign led directly to 10% direct responses.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 consumer to visit the landing page and the effectiveness of the campaign can be measured by taking the number of promotional messages distributed (e.g 1000) and divide it by the number of responses (people visiting the unique website page).
Another way to measure the results is to compare the projected sales for a given term with the actual sales after a Direct Advertising Campaign.
Different Channels used for Direct Marketing are;
Direct mail
Telemarketing
Email Marketing
Door-to-Door Leaflet Marketing
Broadcast faxing
Voicemail Marketing
Couponing
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