For a long time, direct marketing was considered literally – as marketing without intermediaries. Now the criterion of the lack of marketing intermediaries has ceased to be universal due to the emergence and spread of specialized direct marketing agencies. The main activities of such agencies are:
– the provision, formation and maintenance of databases;
– promotional newsletters;
– editorial support;
– advertising campaign support, etc.
But even in the case of using their services, the agencies themselves should not attract the attention of the addressee, retaining the impression of direct customer contact with the manufacturer.
With direct marketing, the company is interested and shows interest not in the customer at all, but only in who needs her and who needs this company. The best customer is not just someone, but someone whom the company knows and who knows the company. It is assumed that the firm knows how it differs from its other customers, and he knows how the company differs from its competitors. In this regard, the arguments of direct marketing will be directed to a particular person, taking into account its specific needs and requirements. This knowledge is stored in the database, after which it becomes possible to collect information in the monitoring mode and examine customers in more detail. Our agency https://adrenaline-studios.com/ is ready to cooperate, providing project management and direct marketing service for its clients.
Among the advantages of direct marketing over other forms of marketing communications are the following:
– the elimination of numerous intermediaries through the establishment of direct communications, so that information becomes more accurate, operational and there is an opportunity to reduce prices;
– direct marketing is more focused, targeted, personal, uses a personalized approach. It is clear that the address information sent to interested people will be read by them with increased interest;
– means, tools, actions of direct marketing are more flexible, interactive;
– all elements of the direct marketing complex are controllable;
– according to consumer reviews, direct marketing as a way of shopping is pleasant, convenient and calm, saves them time and provides a greater choice of products;
– direct marketing allows manufacturers and stores to minimize storage costs and the necessary working capital, to distribute and promptly update information about products, to plan the assortment more clearly;
– offers and marketing strategies of the company due to direct marketing become less noticeable to competitors and external monitoring, independent research;
– direct marketing results are relatively easily measurable;
– it is possible to assess the response to the marketing activities to identify the most profitable.
In contrast to mass communications, direct marketing is the most controlled tool. One of the main tasks of direct marketing is to establish direct communication only with representatives of a specific target audience. For direct marketing, it is important to promptly establish effective feedback, which will minimize financial risks due to accurate knowledge of the customers’ reaction to the offers being implemented.
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