One of the most used IMC tools- direct marketing is one which all of us have at some point, engaged with. It is highly useful for brands, and has been around for quite some time. So what is it exactly? Why is it important? And why is it used? Let’s find out.
What is direct marketing?
The definition of this term is within the term itself. Direct marketing refers to the communication that takes places directly between the customers and the brand. In direct marketing, no third party is involved. Since it eliminates the middleman that is often involved in other marketing tools, this tool is known as direct marketing. Think of the many emails you tend to receive from brands. The text messages, the calls, and often even social media posts- all of these are examples of direct marketing. This tool has been around for awhile now, and just like any other tool, has its set of pros and cons. Let’s further discuss some of the pros of this tool, and try to understand why it is relevant:
One of the biggest advantages that this tool tends to offer is the personalization factor. We all know how important personalization is today. Customers want to feel special. This tool can offer a pool of possibilities to explore that. It is likely that at some point you would have gotten an email from a brand with the mention of your name, your past order, or even items from your wishlist. In fact one or few might have caught your attention because of how highly personalized they tend to seem. That is a great example of this advantage that the tool offers. Even with text messages, or phone calls personalization is much easier to achieve, unlike with many other marketing tools where groups of people are targeted. It is also a much more targeted way of marketing.
Another big advantage to this tool is the cost effective factor to it. Direct marketing is way more cost effective than most of the marketing tools present in the field. When used effectively at the right place, it can immensely benefit the target audience. Being the Top 10 PR agency in Delhi, we understand the many advantages that this tool tends to offer.
One of the drawbacks with many tools, especially the traditional ones is that often the results are not properly measurable. But with direct marketing, whether it is on text, on call, or on mail, often call-to-action is required. This makes the results measurable. You can identify how many people actually do the required action and can measure the success of that particular initiative. The information that is gathered from such a step can also help the brand to take decisions in the future and even help in planning future campaigns.
Since this tool tends to cut down on many constraints that occur in other tools, like time and the middleman mainly, the brand has the luxury to give out more information to the customer. The brand can deliver detailed information about their products, their services, or about any offers. In fact when the medium of call is used, the customer can get an even more personalized and informative service.
Variety of options
Another advantage to this tool is that it tends to offer a lot of options to the brand. A lot of mediums tend to come under this tool. Starting from text messages, emails, phone calls, social media, to other ways which are not digital like passing out brochures and leaflets, and even regular mails. With so many options available, the brands are left with variety of opportunities and possibilities that they can explore. They can find a medium that best suits their brand and work with that accordingly.
These were just some of the advantages that this tool tends to offer. This highlights why and how it is still an important tool, and is widely used by brands. Just like any other marketing tool, the trick is to use the tool effectively and at the right place. By doing so, brands can manage to yield great results for themselves.