Direct marketing is: understanding, type, and benefits

Posted on November 19, 2021

Direct marketing is: understanding, type, and benefits

Direct Marketing or direct marketing is how you give birth to a direct contact with your customers and your potential customers in conducting a service advertising campaign or product. A marketing expert will be easier to achieve its goals more specifically and able to provide private messages with direct marketing techniques.

If done precisely, Direct Marketing will be able to produce a high sales value with a cost value that tends to be low. At present, there are many types of direct marketing, ranging from traditional ways to modern ways by utilizing the internet.

One example of Direct Marketing is the marketing carried out remotely, email marketing, personal sales, giving catalogs directly, etc.

Direct Marketing is: Explanation of experts

Some business experts and marketing provide a brief explanation about Direct Marketing. The following is an explanation from Direct Marketing according to experts:

  • Suyanto

According to Suyanto (2007: 219), Direct Marketing is a marketing system that uses direct channels to be able to reach consumers and provide goods or services for consumers without intermediary assistance.

  • Duncan

According to Duncan (2002: 573) Direct Marketing is a marketing technique used by a company to maintain and establish communication directly with its customers. This strategy is considered more effective because it is able to interact by creating a database that can be used by activating marketing communication by utilizing a variety of media to encourage customer responses.

  • Kotler – Gary Armstrong

According to Kotler-Gary Armstrong (1996: 53), Direct Marketing is a marketing system that utilizes various advertising media in order to interact directly with the target of consumers. Generally, this interaction will be intertwined by email, telephone, or meet customers directly to be able to get their responses.

Direct Marketing Decision Variables

There are several decision variables that are the basic framework of direct marketing techniques, namely:

  • Offering

Offering or offers is a complete form of proposal in the form of products and services, prices, and other attributes found on the products offered to customers.

  • Creative

Various variables included include copying platforms, techniques, graphic design elements, and all aspects of manufacturing such as customization.

  • Media

There are various types of media available for direct marketing techniques, such as telephone, SMS, emails, websites, social media, etc.

  • Timing and sequencing

There is a choice of waku and communication disposition in direct marketing techniques, such as in general advertisements. Direct Marketing has higher control of other marketing techniques, such as when sending emails, media choices are used, and in any segment Direct Marketing is done.

This is certainly different from general marketing techniques, which usually follow their publications, and restrictions on space and programs that can be changed according to their own will.

  • Customer Service

In this case, the company must provide a free channel where customers can easily and quickly access all information and provide responses, complaints, or suggestions on the company.

Type Direct Marketing.

There are many types of direct marketing that can be done by the company, namely:

  • Direct mail

Direct Mail is a letter of advertising business or our products and services that are sent directly on target customers in an area. Some forms of direct mail can be in the form of product catalogs, product postcards, maillers, etc.

  • Telemarketing

In long-distance marketing techniques, prospective customers can be contacted by telephone to sell a service or product. This technique is quite effective in attracting new customers to a relatively larger level, and this method is very effective for tracking marketing advertising campaigns directly.

Telemarketing techniques are very effective when supported by potential or virgin customers from consumers with a complete profile.

  • Email marketing.

Email marketing is a simple, economical, and can be adjusted in reaching customer Adna customers. Email marketing can be an electronic bulleten, promotional email, or new offer for customers who have previously bought, or advertisements that are likely to appear in the company’s email.

  • Blasting SMS

By utilizing SMS, then the company can reach individual customers and be able to send messages to a group of consumers at a fairly affordable cost. You can use SMS services to send sales notifications to customers, provide a link to your website, or provide shipping reminders or personal messages.

  • Social Media Marketing.

You can use social media effectively as a marketing tool for the company, because social media allows you to be able to interact directly with customers, and to exchange appropriate information related to services or products.

The social media platform will also make it easier for customers to share your content with all networks that are exponentially able to increase your brand’s reach.

  • Direct Selling

Direct Selling is a very effective way in establishing a business that is more affordable and flexible. Direct Selling will be easier to understand by your prospective customers. The way you can do is to visit the customer’s home or workplace directly.

  • Leaflet marketing.

Leflet Marketin is the wrong one-marketing method where leaflets will be sent to target customers.

  • Online Marketing

Direct marketing techniques can also be done by utilizing online marketing or online media by using the internet. At present, there are many forms of online media, such as marketplace, private online store sites, online advertisements such as Google ADS or Facebook ADS, etc.

In fact, currently almost all companies have a website site or portal in presenting products or services.

  • TV Home Shopping

Marketing techniques using TV media or shopping at home are indeed quite popular in a few decades ago. Many television stations carry out broadcasting on the commercial program. This method is considered effective because in addition to its extensive range, direct sales sessions will also be more possible and phone calls are also likely to occur more often.

Benefits of Direct Marketing

Basically, the main objective of Direct Marketing in general is to market products or services for consumers with lower marketing costs. Direct Marketing Technique is a form of marketing activities that are directly established with target customers, where the contact must be personal and can use certain media.

However, the most important thing is how you can choose media and effective ways and as comfortable as possible for you.

  • Benefits of Direct Marketing for Sellers

Direct Marketing has a high level of flexibility where every marketer is able to choose the most appropriate way, the most appropriate time, and the most appropriate means of reaching the target of its customers.

Direct Marketing will also provide opportunities for every marketer to choose the different choices and test market tests in getting the most effective way. Every marketing expert is able to make a marketing strategy specifically designed for themselves which is very difficult to emulate, so that prospective customers will also get different experiences.

  • Benefits of Direct Marketing for Consumers

Every consumer will feel comfortable with the Direct Marketing technique because they are able to recognize and find 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 at home, without having to find it outside. Customers will also get freedom and comfort in choosing many product variants in the product catalog.

Customers also have the opportunity to know information about products from catalogs, emails, etc. so they will consider the advantages and disadvantages of the product.

Conclusion

Direct Marketing or Direct Marketing is how you give birth to a direct contact with your customers and your potential customers in conducting a service advertising campaign or product. A marketing expert will be easier to achieve its goals more specifically and able to provide private messages with direct marketing techniques.

If done precisely, 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 the marketing carried out remotely, email marketing, personal sales, giving catalogs directly, etc.

However, your direct marketing strategy 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 and accounting books that are useful for taking financial policies for the company.

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