About Direct Marketing

Direct marketing provides a unique range of benefits as it enables you to engage directly with your target audience. Your products and services are promoted actively and dynamically directly to the people who matter to you, at relatively little cost. This contrasts sharply with media advertising which is at best passive and indirect and usually much costlier.

Some Advantages of Direct Marketing

Cost Effectiveness
Direct marketing is much less costly than media advertising. In many cases the difference in costs are so extreme that they are even hard to quantify.

Flexible Targeting
Direct marketing enables you to identify, to isolate and to communicate directly with your selected and well-defined target markets. This translates in a much higher conversion and success rate than mass media advertising where no selection of audience is possible.

Multiple User
Direct marketing has a number of uses besides selling, such as testing new markets, evaluating new products or customers, rewarding existing customers to build loyalty, collecting consumer and product information for future campaigns, developing your own customer database, segmenting customer bases, etc.

Less competition
Your advertising message will only compete with a handful of other advertising messages at most. With all mass media such as press, radio or TV advertising, your advert is one of hundreds of others.

Ease of Management
Direct marketing provides greater control and accountability than other marketing methods. It is easy to measure results as you know exactly how many people you contacted in the first place and exactly how many people replied. This may be perfectly monitored through return coupons and vouchers, “on presentation of this flyer” campaigns, etc. You can therefore measure the exact conversion rates involved.

Testing Capability
Direct marketing also allows you to test and test again in order to hit upon the most successful combination of direct marketing tools. Any of the variables such as message content, location, target audience and offer can be adjusted, tested again, and measured, until the optimum direct marketing proposition is established.

Relationship Building
Direct marketing is far more effective at initiating and developing a meaningful dialogue with new customers. From the outset you have a direct and personal relationship with them, which can also be used as part of a push pull strategy to stimulate demand. Such a direct relationship cultivates long-term loyalty from your customers.