Developing a Successful Direct Marketing Strategy
Today’s marketing landscape is constantly changing. In the current economy, it is crucial to identify the best channels for acquiring new customers, increasing market share and boosting the bottom line.
In the past, direct marketers typically looked to proven direct mail buyers for potential customers. And they occasionally testing files from space, TV and insert media. Now, of course, new media choices have emerged, and traditional media like newspapers, magazines and broadcast TV have seen their position erode.
But that doesn’t mean we should forget the basic tenets of direct marketing. E-commerce, social media and mobile marketing all present ample opportunities to reach new prospects and build relationships with existing customers.
Web based media, social media and mobile marketing all present ample opportunities in which to reach new customers and forge continuing relationships with existing customers. When mainstream media outlets use social media like Facebook and Twitter in hopes of building audience share, it is time direct marketers embrace that as well.
The basic tenet of direct marketing has always been to elicit an immediate response. Figuring out how to weave this concept into new media, while considering the market environment and consumer psychology is the challenge.
Some companies are already doing this well. Consider two industries outside the realm of “traditional” direct marketing
