The Advantages and Disadvantages of Direct Marketing

The backbone of any business is the effectiveness of its marketing campaign. Without implementing successful marketing techniques, companies will not sell products and businesses will not thrive. There are many different types of marketing methods useful for showcasing products to consumers. A very common type of marketing is direct marketing. Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits organizations to communicate straight to the customer, with advertising techniques that can include Cell Phone Text messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, targetted television commercials, response-generating newspaper/magazine advertisements, and outdoor advertising. Amongst its practitioners, it is also referred to as Direct Response Advertising. Direct marketing allows the business to see immediate results from the customers and prospects when presented with ad campaign. There are several direct marketing activities which uses the direct marketing tools and allow direct response. Direct marketing is practiced by businesses of all sizes — from the smallest start-up to the leaders on the Fortune 500. A well-executed direct advertising campaign can prove a positive return on investment by showing how many potential customers responded to a clear call-toaction. General advertising eschews calls-for-action in favor of messages that try to build prospects’ emotional awareness or engagement with a brand. Even well-designed general advertisements rarely can prove their impact on the organization’s bottom line. The demonstrable result of Direct Marketing is the reason for its increasing popularity. Other than making their products known to their customers, the companies can use Direct Marketing to gather feedbacks, comments and suggestions from them. Physical marketing wherein it involves a salesperson knocking from door to door selling a product or service requires time, budget and effort. It doesn’t ensure the marketer that each house that the salesperson visit would buy the product. Whereas for direct marketing, results can be done in two ways. One, when customers call in and ask for assistance, employees can offer callers of the new product to resolve his concern or simply to inform them. Second, employees can call customers to inform of the latest offers of the business. Also, direct marketing builds a strong customer relationship. When customers are heard and valued, most likely, they will choose the business rather than the competitor’s. It creates a direct relationship with the customers since it enables them to interact.  Advantages of Direct Marketing There are some advantages to direct marketing campaigns. Typically, direct marketing campaigns request responses from potential customers, making the results trackable and

 Conclusion The database of a company is at the heart of any good direct marketing strategy. However. The information held on a database is marketing gold dust. as advertisers do not wish to waste money on communicating with consumers not interested in their products. above all. emails and texts must only be sent to people and businesses that have given permission to be contacted. In order to get the most out of a direct marketing campaign.allowing companies to quickly determine if the campaign is successful.  Disadvantages of Direct Marketing While many marketers recognize the financial benefits of increasing targeted awareness. Another way to measure the results is to compare the projected sales or generated leads for a given term with the actual sales or leads after a direct advertising campaign. unsolicited letters. This method of marketing also builds brand loyalty as some customers enjoy receiving information on deals and discounts. either due to poor message strategy or because of poorly compiled demographic databases. and easily become repeat customers. and the effectiveness of the campaign can be measured by taking the number of promotional messages distributed and dividing it by the number of responses (people visiting the unique website page). The Internet has made it easier for marketing managers to measure the results of a campaign. correct any mistakes and. This poses a problem for marketers and consumers alike. This is often achieved by using a specific website landing page directly relating to the promotional material. Direct marketing puts the customer in the spotlight and can make him feel special by personalising the message sent. referred to as spam or junk mail. received on a daily basis. One of the main disadvantages of direct marketing is the demand from consumers to end unsolicited contact from companies. some direct marketing efforts using particular media have been criticized for generating poor quality leads and failing to bring a high number of repeat customers. It must be up to date and accurate. the mailing lists must be checked regularly to remove duplicate entries. Companies often build a profile of their best customers and actively seek new contacts matching that description by buying or renting new lists. Even if Direct Marketing has its advantages and its . Consumers do not appreciate privacy intrusion or the sheer mass of communication. Measurement of results is a fundamental element in successful direct marketing. It can tell companies about customers' buying habits and reveal other useful information such as age. phone calls. expensive campaign. faxes. Direct marketing campaigns are also beneficial to test consumer responses with a small campaign before scaling up and launching a full. Direct marketing works because it puts the message in front of people. delete names of people and businesses who have asked to be removed. This data can be used to divide customers and prospects into smaller groups and target them with special messages. A call to action will ask the customer to visit the landing page. gender and location.

1996  Raj Mehta. Leonea. Pages 21–32  Mary J. Direct marketing on the internet: An empirical assessment of consumer attitudes. Culnan. Eugene Sivadas. Allenbya. seria A. Customer Service on the Internet: Customer Support. Journal of Direct Marketing. Issue 2. A Dynamic Model of Purchase Timing with Application to Direct Marketing. Volume 9. NY. Robert P. 1995. it can help a company reach its goals. Direct Marketing. Lichung Jenb. Issue 3.disadvantages it’s still highly used by most of the companies because used right. Consumer awareness of name removal procedures: Implications for direct marketing. Volume 9.  Bibliografie  Jim Sterne. Journal of Direct Marketing. Marketing . Journal of the American Statistical Association. 1999 Bostanica Elena. New York. USA. Issue 446. grupa 1714. Inc. Pages 10–19  Greg M. Volume 94. John Wiley & Sons. and Up-Selling. 1995.

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