Description
Direct marketing is marketing where the marketer approaches the customer directly with some form of communication in order to solicit a response. The most popular benefit of this type of marketing is that the positive response is trackable and measurable so you can determine exactly your level of success with it.
Direct Marketing Direct marketing is marketing where the marketer approaches the customer directly with some form of communication in order to solicit a response. The most popular benefit of this type of marketing is that the positive response is trackable and measurable so you can determine exactly your level of success with it. Different Types of Direct Marketing Direct marketing has one main characteristic and that is that it approaches the customer directly. The way in which the customer is approached can vary from email marketing to telemarketing, direct mail or word-of-mouth advertising. The History of Direct Marketing Although the term direct marketing has only been used since about 1961, direct mail advertising (“junk mail”) has been seen since 1954. Spam is another form of direct marketing, though illegal today, and has been used since 1993. The Advantages and Disadvantages of Direct Marketing The main benefit that many marketers like about direct marketing is that they can see exactly how many positive responses they have obtained – they can track and measure the response to a particular piece of direct marketing. By seeing which direct marketing efforts bring the best results they are then able to improve on their marketing efforts and so get even better results. The disadvantage of direct marketing is that it does not determine how many negative responses there are and often people do get offended and upset with those who use direct marketing techniques such as junk mail or spam. Some Pointers for Using Direct Marketing Since direct marketing is often a very controversial subject, should you use it? Well, there are advantages but if you decide to use it you should also follow certain guidelines. First of all, try to target your direct marketing as much as possible. Don’t simply send spam but rather collect email addresses that are actually interested in what you have to advertise. Don’t just send junk mail but rather look for targeted mailing lists that attract the type of people you are looking for. If you are going to be doing telemarketing then first of all find out whether there is a “Do Not Call” list in your country. The United States, Canada and New Zealand are just some of the countries that are either looking at or have already instituted these call lists. Direct marketing has been used for a number of years and is beneficial in that it can be tested easier than many other marketing methods. The disadvantage is that people often
object to or offended by this type of advertising and so it needs to be done carefully and considerately. Mitch Carson is an award-winning direct marketer, consultant, author and columnist who has consulted for the BEST of the BEST in marketing including, Legendary marketer Dan Kennedy, Jay Conrad Levinson author of "Guerilla Marketing", Joe Vitale, Ron LeGrand #1 How to Get Rich in Real Estate, Ted Thomas, Internet Marketing Guru Yanik Silver, Mark Victor Hansen, Co-author #1 Best Selling Series, "Chicken Soup for the Soul", and other marketing experts on advanced direct marketing techniques. He has had been written up in over 140 newspapers worldwide (including the Wall Street Journal, LA Times, Washington Post and more), over 600 radio stations, and has been featured in over 200 spots on QVC, Home Shopping Network, Fox News, and Reuters Worldwide. He can be reached at 818-280-0199, www.mitchcarson.com and www.impactproducts.net
doc_995196324.doc
Direct marketing is marketing where the marketer approaches the customer directly with some form of communication in order to solicit a response. The most popular benefit of this type of marketing is that the positive response is trackable and measurable so you can determine exactly your level of success with it.
Direct Marketing Direct marketing is marketing where the marketer approaches the customer directly with some form of communication in order to solicit a response. The most popular benefit of this type of marketing is that the positive response is trackable and measurable so you can determine exactly your level of success with it. Different Types of Direct Marketing Direct marketing has one main characteristic and that is that it approaches the customer directly. The way in which the customer is approached can vary from email marketing to telemarketing, direct mail or word-of-mouth advertising. The History of Direct Marketing Although the term direct marketing has only been used since about 1961, direct mail advertising (“junk mail”) has been seen since 1954. Spam is another form of direct marketing, though illegal today, and has been used since 1993. The Advantages and Disadvantages of Direct Marketing The main benefit that many marketers like about direct marketing is that they can see exactly how many positive responses they have obtained – they can track and measure the response to a particular piece of direct marketing. By seeing which direct marketing efforts bring the best results they are then able to improve on their marketing efforts and so get even better results. The disadvantage of direct marketing is that it does not determine how many negative responses there are and often people do get offended and upset with those who use direct marketing techniques such as junk mail or spam. Some Pointers for Using Direct Marketing Since direct marketing is often a very controversial subject, should you use it? Well, there are advantages but if you decide to use it you should also follow certain guidelines. First of all, try to target your direct marketing as much as possible. Don’t simply send spam but rather collect email addresses that are actually interested in what you have to advertise. Don’t just send junk mail but rather look for targeted mailing lists that attract the type of people you are looking for. If you are going to be doing telemarketing then first of all find out whether there is a “Do Not Call” list in your country. The United States, Canada and New Zealand are just some of the countries that are either looking at or have already instituted these call lists. Direct marketing has been used for a number of years and is beneficial in that it can be tested easier than many other marketing methods. The disadvantage is that people often
object to or offended by this type of advertising and so it needs to be done carefully and considerately. Mitch Carson is an award-winning direct marketer, consultant, author and columnist who has consulted for the BEST of the BEST in marketing including, Legendary marketer Dan Kennedy, Jay Conrad Levinson author of "Guerilla Marketing", Joe Vitale, Ron LeGrand #1 How to Get Rich in Real Estate, Ted Thomas, Internet Marketing Guru Yanik Silver, Mark Victor Hansen, Co-author #1 Best Selling Series, "Chicken Soup for the Soul", and other marketing experts on advanced direct marketing techniques. He has had been written up in over 140 newspapers worldwide (including the Wall Street Journal, LA Times, Washington Post and more), over 600 radio stations, and has been featured in over 200 spots on QVC, Home Shopping Network, Fox News, and Reuters Worldwide. He can be reached at 818-280-0199, www.mitchcarson.com and www.impactproducts.net
doc_995196324.doc