Direct marketing is what is sounds, it is marketing direct to clients, as opposed to reactively.
Reactive forms of marketing can be considered things like public relations or TV advertising, whereas direct marketing goes right to clients.
The best known form of direct marketing would be telesales (as opposed to telemarketing, as there is a difference). Direct mail is an odd one, as it is direct (from the perspective that it can be well targeted) however does require a reaction from the customer in order to respond. The question is, how does direct compete against electronic marketing?
Direct marketing is great to use during times of recession (times like now really) as it a pro-active way to go to clients before they are at the stage of them looking (and potentially choosing one of your competitors).
Targeted marketing has always been popular, but certainly during difficult economic times, is growing in popularity as businesses become more hungry for business.
For any form of targeted marketing campaign, a good marketing database is essential. Cleansing data is important if you are going to get the most out of your campaign.
What is a tarted approach to marketing going to achieve? Can you get the same results from all agencies? The answer is no, they are not all the same and you have to be cautious in finding the right one for your business. Just because an agency is linked to an association or membership group is no guarantee of quality.
It is essential to shop around and compare quotes in order to find the right agency for your business.
When considering using a targeted marketing agency, it is wise to shop around and get quotes.
Get feedback from direct marketing companies that have experience in your industry, ones that know your market and products. As them about their track record and ability to produce results. Few direct marketing companies will work on a results basis, but it is worth asking about KPI’s (key performance indicators).
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