What is Direct Marketing
Because of the word direct, some people will think that direct marketing means taking an ‘up close and personal approach.’ Yes, this can be the case with direct marketing, but it’s a little more complicated than that.
You can think of direct marketing as an attempt to ask a customer to buy. Examples of direct marketing are:
- In-person sales calls
- Print advertisements
- Telephone sales calls
- Email advertisement campaigns
- Direct mail flyer or sales letters
- Promoted or paid advertising on social media
- Pre-roll ads on youtube and other video platforms
All these types of marketing are essentially saying “Look what we can do for you, please buy from us” to your customer.
The benefit of direct marketing is that you can quickly generate more sales and leads. You will get attention from prospects if you market directly to them. If you do it well, a percentage will even be enticed to buy from you. In fact, most successful businesses have some form of a direct marketing campaign in place that helps them grow. Depending on your advertising budget, this can be an excellent strategy for some companies.
However, the danger of direct marketing is you may fall into spamming people. Whenever you choose to do direct marketing, you are essentially interrupting their day to ask them to buy. Some people are open to this distraction; others are resistant. Especially with younger generations, most people are very used to advertising and tend to ignore most of it.
With any direct marketing campaign, you need to consider the impact on your brand and reputation. The more your direct marketing is in-line with your customer’s behavior, the better it will be received.
Direct marketing can be a great way to get started in growing your business. Put a little money aside and test out some different methods. Be conscious of cost, and keep tweaking the approach as you go.