What is direct marketing? Advantages and examples
Direct marketing is a type of advertising campaign that gets a result from a specific target audience. It could be something like ecommerce visits or simply filling out an info request form on a landing page.
Direct marketing can come in many different formats such as physical mail, telemarketing, POS or direct email marketing (one of the most well-known options).
This marketing method is highly effective and is one of the easiest methods to measure. For example, if you create a discount for your online store and send it out via physical mail, you can figure out who has used it by using a cookie or a pixel.
As its name suggests, direct marketing is a two-way street of direct communication. Advertisers create a dialogue between clients (both current and potential) and companies and keep the relationship alive as long as possible or desired. Businesses can also adapt to the needs of their clients by offering them individualized discounts, among other things.
How does direct marketing work? The foundation of direct marketing is in the use of databases that include detailed information about each client or lead. By using this information, marketing agencies can adapt promotions and direct marketing communications (according to the needs of a segment) or even adapt to individual clients.
The primary mediums of direct marketing within the digital environment are:
Direct email marketing allows you to send offers, advertisements, reminders, and other messages to a person who’s data has already been saved in a database (either your database or a third party's).
This method has been used for many years but with the rise of the internet, physical catalogues have migrated to the internet where they have become completely digitized.
Marketing on the internet has been growing nonstop in recent years. According to eMarketer, investments in online advertising beat those on TV in 2017. Furthermore, one very popular direct marketing method is the use of Social Ads by way of Custom Audiences. This allows you to upload your database(s) to your social networks in order to create personalized campaigns.
Social media has changed the face of direct marketing. On social platforms, the dialogue between customers and a company is carried out publicly, which helps ensure the communication between both parties is monitored and promoted content or offers are truly interesting to the consumer.
This type of online advertising is one of the oldest out there. It tries to spark the interest of users by promoting interaction. The majority of banners are clickable.
Direct marketing offers multiple ways to achieve a user’s goals. Marketers, such as Cyberclick, know the development of an online direct marketing strategy will bring the following advantages to our clients.
Let's take a look at some examples of direct marketing from major brands and organizations who have done it well.
When international car manufacturer Land Rover opened a new dealership, they sent out rather unique invitations to entice people to come to the opening. Guests received a box with a heart shaped helium balloon in it. When they opened the box, the balloon floated out with their invitation attached.
This made for a much more memorable interaction for the recipients. Instead of sending out a typical letter, Land Rover chose a direct marketing campaign that was a more creative method of attracting potential customers
To promote their new Chunky candy bar, KitKat mailed out some unique 'delivery notices' to a number of lucky customers. These notices were made to look like the card you might receive if you missed a delivery. On them it said that the package couldn't be delivered because it was 'too Chunky.'
People who received these notices could take them to any store near them selling KitKats and get a free Chunky KitKat.
Another example of direct marketing is a campaign that was created for World Water Day and sought to show the importance of this resource. A direct mailer was sent out that could only be read when placed under water.
This unique campaign successfully raised awareness as it intrigued recipients and was shared on social media, bringing even more attention to the cause.
Nike created a simple yet effective direct marketing campaign aimed at getting kids more interested in sports. The company made limited edition shoe boxes that, when opened, looked like a stadium. Not only did Nike decorate the boxes, but they also added a chip with sound effects to imitate the roar of a crowd in a real stadium when the boxes were opened.
At Cyberclick, we understand that internet-based direct marketing has two primary objectives: