What is direct marketing?

Direct marketing is a type of sales strategy that seeks to have direct communication with your company's target audience . That is, once you get leads or your clients, it is possible to send direct messages that provide offers or relevant information for them.

Direct marketing specifically promotes and seeks a response from the user and, in order to communicate with them, it can offer discounts for filling out a form, downloading the app or simply visiting a specific post.

Direct marketing is aimed at a specific and segmented audience.

We can say that among the objectives of direct marketing are:

• Lead creation
• Follow up on those leads .
• Loyalty.
• Conduct market research.

Channels for executing direct marketing

Undoubtedly, the main channel for implementing direct marketing today is email. Although we can also take into account that some companies still use the traditional form of email to send brochures or information in order to generate loyalty and attention to potential and established customers.

So, we can name some of the channels to carry out this type of marketing:

Email marketing : As mentioned, email marketing is a direct and fast way to display advertisements and offers, as well as to present new products or improved versions. Care must be taken not to fall into spam when running this type of campaign.

SMS Messages : It is common for mobile network companies to continue sending the trusty SMS. Here they put offers that can be irresistible for new potential customers or for customers who have been with a brand for years. Some companies use it because they know that their target audience is still in tune with this channel.

Social Ads : Since they have so much information about their users' interests and pain points , social networks often exploit it to create ads specifically targeted to specific audiences. Any company can make use of these large databases and create content that speaks directly to their target audience.

Online advertising : Following the same behavioral scheme as Social Ads, placing advertising on search engines will give us the opportunity to reach customers with searches that we assign. If we know how to optimize campaigns well, it is possible to have a favorable ROI.

Telemarketing : This is the name given to telephone calls. This type of strategy has a low conversion rate, as people have been moving away from sales calls. However, with good segmentation, conversion and loyalty are possible.

Advantages of direct marketing

Being a direct message to a specific type of client, many benefits are obtained, such as:

• The opening rate or the rate of completion of an action is higher, since the audience we are targeting has already been validated and our content is specifically directed to them.
• Budget costs are lower than those of mass campaigns. By segmenting, we can be careful about what we spend.
• Improve loyalty by making our customers feel that they are being listened to and by giving them content that is relevant to them.
• If you have lost customers, you can recover them by running direct marketing campaigns by offering discounts or attractive content.
• It is possible to analyze metrics and adapt our campaigns and content to what our clients or potential clients currently want.
• We can have feedback through two-way channels and move in the right direction.

Tips for implementing direct marketing 

When we have the right database, it is possible to implement effective direct marketing. To be successful, we can follow these tips:

• Create messages that generate interest and get people talking. Adapt to the tastes of your target audience.
• Make your product or service generate curiosity.
• Personalize each channel and messages for each type of user: leads, new customers, customers, and lost customers.
• Highlight the qualities of your product or service, but never lie. Use comparisons with the competition to help the public understand your unique value proposition.
• Keep messages simple and give them the opportunity to respond. Feedback is essential for growth.
• Improve the user journey and create engaging CTAs.

But above all, focus your objective on the client, remember that you must be a solution and the goal is to establish a relationship of trust with users.

If you want to know more about this topic or require advice, you will find the solution at MHA , because our commitment is to guide you in the best way possible in this highly competitive digital era.