Direct marketing is how you create a direct contact with your customers and your potential customers in conducting service or product advertising campaigns. A marketing expert will be easier in achieving his goals more specifically and able to provide personal messages with direct marketing techniques.
If done appropriately then direct marketing will be able to produce a high sales value with a cost value that tends to be low. Nowadays, there are many types of direct marketing, ranging from the traditional way to the modern way by utilizing the internet.
One example of direct marketing is remote marketing, email marketing, personal sales, providing catalogs directly, etc.
Direct Marketing is: Explanation from Experts
Some business and marketing experts provide a brief explanation of direct marketing. The following is an explanation of direct marketing according to experts:
According to Suyanto (2007: 219), direct marketing is a marketing system that uses direct channels to reach consumers and provide goods or services to consumers without the help of intermediaries.
According to Duncan (2002: 573) direct marketing is a marketing technique used by a company to maintain and establish direct communication with its customers. This strategy is considered more effective because it is able to interact by creating a database that can be used by enabling marketing communication by utilizing a variety of media to drive customer response.
Kotler – Gary Armstrong
According to Kotler-Gary Armstrong (1996: 53), direct marketing is a marketing system that utilizes various advertising media to interact directly with target consumers. Generally, these interactions will be established by email, phone, or meeting customers directly in order to get a response.
Direct Marketing Decision Variables
There are several decision variables that are the basic framework of direct marketing techniques, namely:
An offer is a complete form of proposal in the form of products and services, prices, and other attributes contained in the products offered to customers.
Various variables include copying platforms, techniques, graphic design elements, and all aspects of manufacturing such as customization.
There are various media available for direct marketing techniques, such as telephone, sms, email, website, social media, etc.
Timing and Sequencing
There is a choice of waku and communication disposition in direct marketing techniques, such as in general advertising. Direct marketing has higher control over other marketing techniques, such as when email is sent, media options are used, and in what segments direct marketing is done.
This is certainly different from common marketing techniques, which usually follow their publications, and restrictions on space and programs that can be changed at their own pace.
In this case, the company must provide a free channel where customers can easily and quickly access all information and provide feedback, complaints, or advice on the part of the company.
Types of Direct Marketing
There are many types of direct marketing that can be done by the company, namely:
Direct mail is a business advertising letter or our products and services delivered directly to the target customer in an area. Some forms of direct mail can be product catalogs, product postcards, maillers, etc.
In remote marketing techniques, potential customers can be contacted by phone to sell a service or product. This technique is quite powerful in attracting new customers to a relatively larger level, and it is very effective at tracking marketing ad campaigns directly.
Telemarketing techniques are very effective when supported by potential customers or consumers with a complete profile.
Email marketing is a simple, economical, and scalable way to reach Adna customers. Email marketing can be an electronic email, promotional email, or a new offer for customers who have previously purchased, or ads that may appear in company emails.
By utilizing sms, the company can reach individual customers and be able to send a message to a group of consumers at a fairly affordable cost. You can use the sms service to send sales alerts to customers, provide links to your website, or provide delivery reminders or private messages.
Social Media Marketing
Social media can be effectively used as a marketing tool for the company, as social media allows you to interact directly with customers, and to exchange appropriate information related to services or products.
Social media platforms will also make it easier for customers to share your content with an entire network that is exponentially able to increase the reach of your brand.
Direct selling is a very effective way of setting up a more affordable and flexible business. Direct selling will be easier for your potential customers to understand. the way you can do that is by visiting the customer’s home or workplace in person.
Leflet marketin is one of the direct marketing methods in which leaflets will be sent to the target customer.
Direct marketing techniques can also be done by utilizing onlin marketing or online media by using the internet. Today, there are many forms of online media, such as marketplaces, private online store sites, online ads such as google ads or facebook ads, etc.
In fact, nowadays almost all companies have a website or portal in presenting their products or services.
TV Home Shopping
Marketing techniques using TV media or home shopping have been quite popular in decades. Many television stations broadcast on these commercial programs. This method is considered effective because in addition to its wide reach, live sales sessions will also be more likely and phone calls will also likely occur more often.
Benefits of Direct Marketing
Basically, the main purpose of direct marketing in general is to market products or services to consumers with lower marketing costs. Direct marketing technique is a form of marketing activity that is directly intertwined with the target customer, where the contact must be private and can utilize certain media.
However, the most important thing is how you are able to choose media and how effective and comfortable it may be for you.
Benefits of Direct Marketing for Sellers
Direct marketing has a high level of flexibility where each marketer is able to choose the most appropriate way, the most appropriate time, and the most appropriate means of reaching his or her target customers.
Direct marketing will also give every marketer the opportunity to choose a busty option and conduct market tests in the most effective way. Every marketing expert is able to create a marketing strategy that has been designed specifically for themselves which is very difficult to replicate, so that potential customers will also get a different experience.
Benefits of Direct Marketing For Consumers
Every consumer will be comfortable with this direct marketing technique because they are able to recognize and discover the advantages and disadvantages of the products offered.
In addition, customers will also feel more comfortable because they can buy the products they want directly in their home, without having to look around outside. Customers will also get freedom and convenience in selecting many product variants in the product catalog.
Customers also have the opportunity to know information about products from catalogs, emails, etc. so that they will consider the advantages and disadvantages of the product.
Direct marketing or direct marketing is how you create a direct contact with your customers and your potential customers in conducting service or product advertising campaigns. A marketing expert will be easier in achieving his goals more specifically and able to provide personal messages with direct marketing techniques.
If done appropriately then direct marketing will be able to produce a high sales value with a cost value that tends to be low. One example of direct marketing is remote marketing, email marketing, personal sales, providing catalogs directly, etc.
However, direct marketing strategies alone cannot be relied on to develop your company in a better direction. Why? Because you need financial planning in carrying out these strategies, as well as various financial bookkeeping and accounting that are useful for taking financial policy for the company.