Reaching selected customers directly, either by traditional or electronic mail, telephone or any other means that allows personalized communication can be understood as direct marketing. And this phrase by itself contains the reason and the answer to the question you may have asked yourself, why is direct marketing important? There are many reasons for its importance, all of which contribute to the development of an effective direct marketing campaign.
Direct marketing is currently considered one of the most important marketing strategies. It is the only strategy that allows you to reach your target directly without the intervention of external factors. Moreover, direct marketing has emerged as a much cheaper alternative to those existing in the last century. Remember that in the past, it was necessary to send a company representative to each active and potential customer with the mission of attracting and selling to them.
Direct marketing is a multifunctional tool that today forms an indispensable part of the marketing strategy. It is conceived and designed for any type of company. Among its advantages is to measure the results of the scope of the strategy in real time. To do so, it is based on user reactions, taken directly from them. This is achieved with tools such as direct mail, telemarketing, catalog distribution, distribution of promotional materials, mobile marketing, among others.
But… Why is Direct Marketing important?
Direct marketing is a strategy like few others, since it enables a direct and personalized interaction. In addition, it can be long-lasting and build loyalty, if it is well used between potential customers and the company. With excellent levels of feedback from customers, it is possible to avoid misjudgments and unnecessary expenses. Let us now see what direct marketing is and why it is so important:
It can be Measured
Direct marketing allows easy and accurate measurement of the effectiveness of the implemented strategy represented in the results obtained. This is very valuable information to enhance what works and to detect possible mistakes you might be making and fix them.
It can be Personalized
Direct marketing allows you to maintain direct and personal contact between the company and consumers. This is made possible by the databases held by the company, where all the information about the target group of customers is contained. This information is necessary to make an accurate approach and convert them into real customers.
Helping to create databases
Regardless of the company’s future, it is important to have databases that collect as much information as possible about the users: gender, age, social status, geographic location, interests, etc. This information is essential to know your target audience better. And, in this way, to be able to establish the strategy and the course of action of our marketing campaign. It can be said that the success or failure of the implemented strategy can rest on this information.
Helps Build Customer Loyalty
By establishing a direct and interactive communication with the customer, it is possible to get to know him in greater depth. This will allow you to offer them what really satisfies their needs. Additionally, this level of attention will make the customer feel that he is taken into account, and that he is really important to the company, which generates in him a feeling of retributive welcome.
Support for New Product Launches
The use of direct marketing also provides a very effective support to the company when it wishes to introduce new products and/or significant differences in the market and communicate them to its customers. A well-prepared strategy makes it possible to provide the target customer with all the information you want to convey about the new product. Subsequently, they will give you back the impression and acceptance levels of the product.
Increases the Effective Influx of the Public at the Point of Sale
Another important feature of direct marketing is its effectiveness in attracting the attention of potential customers to the business and boosting sales, especially at certain times of the year.
Benefits of Direct Marketing for the Company
Direct marketing is possibly the most important marketing strategy and the one that brings the greatest benefits to the company. Its focus on the customer as the center of attention of the campaign has revolutionized the way to reach potential markets. Since this strategy is guided by the very customers it aims to win over. It is the customers themselves who provide the necessary guidance so that the company can know what their needs are and be able to satisfy them.
With strategies such as: mailing, mailing, promotions, and telemarketing among others, a company can generate the necessary reactions and responses from customers that will indicate the way forward. Its benefits are obvious: low costs, customer acquisition and loyalty, creation of effective databases, it is quantifiable, it increases traffic to our point of sale, etc. More than enough reasons to establish unequivocally why direct marketing is important.