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Direct Marketing: what it is and why it is so effective

Direct marketing meaning


he direct marketing comprises a whole series of activities aimed at reaching and contacting customers or potential customers through a direct and personal message. It is therefore a web marketing service used to promote or inform its target audience about a certain product or service using dedicated contact channels and content. Direct marketing therefore includes SMS campaigns or newslettering or even the sending of commercial DEMs. In all these cases the user receives a private message, via mobile phone or email, with the aim of informing him/her about possible offers, news about products and services. The content must then capture the user's attention and prompt him to learn more about the topic on a landing page (or a more detailed page of the site) or proceed directly to order by filling in a form. Naturally, the type of content and its structuring depends on the objective of the communication and the type of product or service being advertised. Not only that, but a direct marketing campaign must be planned tailored to one's target audience, so that it responds to precise needs and requirements.

Direct marketing: advantages and why to try it

Unlike traditional marketing, in fact, this type of service is particularly effective if it is aimed at an audience already interested in the products and services of the company in question. direct marketing therefore represents the ideal solution for all those companies that have already carried out lead-collecting advertising campaigns and wish to retain or further solicit already warm users. Conversely, it makes no sense to plan such campaigns to promote a product/service to a cold target group or to increase brand awareness. In these cases, in fact, the message would risk being completely ignored by the user. 

direct marketing
direct marketing

Advantages of direct marketing

On the other hand, direct marketing also offers a whole series of advantages linked to the specificity of the service. In particular, a campaign of this type allows the use of customisable messages and thus tailor-made to the interests and needs of users. Not only that, unlike with massive campaigns, in this case it is possible to effectively segment one's target audience, so as to send the right message to the right audience. In particular, you can send specific messages to particular groups of customers (potential or current) divided into categories based on city of origin or purchasing behaviour. All this makes it possible to structure very targeted campaigns, which will naturally be more successful. Not only that, the strength of direct marketing lies above all in the possibility of contacting and reaching people who are already interested and therefore more inclined to make a purchase. And it doesn't end there. Among the advantages of direct marketing is in fact the possibility of constantly monitoring variables and results, as well as effectively measuring them. In fact, direct marketing tools make it possible to collect an enormous amount of data and statistics that can be used to obtain feedback on campaigns and, consequently, to plan more effective future actions.

The importance of a clean database

Of course, in order for a direct marketing campaign to be truly successful, it is necessary to have a complete and always up-to-date contact list. If a company therefore intends to initiate such campaigns, it will have to start by taking care of its database of customers or potential customers, so that it has as much information as possible. Not only that, this information will also have to be constantly updated and modified. Before sending a message, it is indeed important to know for sure to whom we are sending it. In short, a clean and up-to-date database makes it easier to identify cross-selling and up-selling opportunities. Knowing your customers' buying habits enables you to deliver a unique and effective customised message to the recipient.