Direct marketing encompasses marketing techniques to reach a target audience, using personalized content, with the goals of immediate action.
This model predates the appearance of the internet, and since the need to differentiate traditional marketing from direct marketing no longer makes much sense, the term is mostly used to represent the concept rather than the practice.
We now have segmented lists, personalized advertising, and all the other forms of marketing that we find online. All are direct, personalized, and seek immediate action.
So today's online marketing tends by nature to direct marketing. It is therefore of great importance to know how to make the most of the current direct marketing methods!
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1. Define your direct marketing goals
Direct marketing has great advantages due to the fact that you are in direct contact with the customer. However, one important aspect of any marketing strategy should not be overlooked, namely the establishment of clear objectives. Here are some examples.
- You can create a database and better manage customers.
- Direct marketing helps you turn potential customers into customers and then build loyalty.
- Improve traffic on your site or in your stores.
Of course, you won't be able to get all of these results in one email, these are general goals to keep in mind when preparing your emails.
In addition, it is important that your objectives are of the SMART type, in order to be able to implement them correctly. As a reminder, SMART objectives meet the following indicators:
- Specific
- Measurable
- Attainable
- Realistic
- Temporally defined
This will allow you to optimally develop your direct marketing strategy.
2. Personalization and marketing automation
All the necessary tools are available to automate your shipments and in addition to personalize them. There are several levels of customization and automation. Marketing automation is thus one of the key elements of direct marketing.
- You can simply start the email with the name of the person concerned.
- You can prepare emails in advance that await a particular action from the customer: a forgotten basket or a first purchase.
- You can also if you are equipped with a CRM tool, monitor customer habits, put them in different lists, and then prepare shipments according to segmentation.
We must always be careful, of course, not to go too far in gathering information. Don't go directly to your customers' social networks.
3. Monitoring of direct results
And finally, the advantage of allowing you to evolve your methods is the almost instantaneous return of direct marketing. You thus have at your disposal several key indicators allowing you to better understand the impact of your actions.
As direct marketing invites almost instantaneous action, the results are often quick and easily readable.
Thus, it is possible to measure the effectiveness of each campaign, its costs, and what it yielded.
Examples of direct marketing actions
There are several examples of direct marketing actions that you can apply for your business, here is a non-exhaustive list:
- Campaign SMS
- Targeted emailing campaign
- Marketing mobile
- Notification Marketing
- Marketing via messaging applications (e.g. WhatsApp, Twitter)
Each has specific advantages and allows you to reach your potential customers.
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