Direct marketing is one of modern tools of straight communications with customers and prospects via various channels: phone, mobile, e-mail, sms, web, social media etc. Direct marketing helps collect and analyze measurable responses, results and costs from customers and prospects through different channels and formats. It also helps grow your company’s market share as a driver of sales, customer loyalty and satisfaction.
Offering needs and response-oriented, focused approach, direct marketing engages prospects and customers on a personal, "face-to-face" interaction basis, meeting their individual needs and wishes. As a result, prospects feel compelled to select services and goods offered by the company over its competitors.
As opposed to traditional advertising, this tool focuses on specific target groups instead of the whole population.
Advantages of direct marketing:
Instant response resulting in immediate sales and profit;
Minimum financial risks due to testing on a small sample group;
Versatility of available methods;
Ability to compare results and select the most efficient solutions.
The effectiveness and efficiency of all marketing tools and technologies is subject to constant testing and analysis to give the appropriate response to changes in your market in time, including change in customer behavior models and needs. Only the most profitable target groups are selected for contact, allowing to improve cost-per-sale indicators. The ability to test a particular marketing procedure on a small sample group allows to employ several promotional methods at the same time, and create solutions that work most efficiently for your company, brand, products or services.
Based on previous marketing research, databases of prospects are categorized according to the level of their anticipated interest in your products or services. Existing customers are contacted on a regular basis, providing opportunities to make additional sales, cross-sales and up-sales, receive and collect customer feedback and improve the level of customer service, satisfaction and loyalty.
Results of a well-structured direct response strategy:
Improved conversion rates;
Decrease in marketing costs;
Increased satisfaction and loyalty;
Marketing and product/service excellence through high-quality customer service;
Outstanding customer experience with reduced customer efforts.
Your competitors’ consumers can be engaged in various interactions with your brand/company/products and services by means of direct marketing. Establishing a direct one-on-one contact with these customers may result in the first purchase and the development of long-term relationships with new customers.
Target promotion and other marketing campaigns based on peculiarities and key characteristics of your products or services;
Direct customer engagement, bypassing the impulse to decline a message from an unknown sender;
Guaranteed positive customer experience and fruitful results — ineffective methods are discovered at once based on swift response and proactive actions;
Ability to define new prospective target groups for future contacts, improving the reach of your promotional messages;
Quantified results based on monitoring of sales conversion rates;
Strong and clear differentiation between your products/services and competing offers;
Significant lower costs compared to traditional types of advertising.
Methods and channels
Most often direct marketing campaigns include direct mail, telemarketing and special information distribution.
Direct e-mail allows to employ the highest number of promotional messages in a limited period of time, without explicitly announcing your campaign to competitors. Moreover, you will be able to keep in touch with your customers and promptly respond to any market changes.
Telemarketing includes communication with prospects and customers by phone, including popular "hot- lines". This method is relatively more expensive than direct mail but provides higher conversion rates and faster set up (especially in limited target audiences).
Information distribution involves delivery of promotional messages in electronic or printed forms, such as delivery to post boxes, mass e-mail, and in conjunction with printed media (newspapers, magazines). This method provides for low cost-per-contact ratios and quick set up. However, in general this channel is less effective as compared to other methods. Special caution should be exercised when contacting large numbers of customers by e-mail, as it can only be done through an opt-in subscription.
Direct marketing campaigns by Beeper
It is possible to develop a direct response campaign without involving marketing professionals. However, experienced specialists with deep knowledge of your target audience and market will be able to achieve higher results at lower costs.
Our long-term expertise and effective contact procedures will allow you to reach wider audiences with your marketing message. Trained personnel will ensure your business is presented in a professional, trustworthy way. As a result, your business will be able to enjoy sales growth and increase of market share.
BEEPER. ANNUAL REPORT 2013
BEEPER is a market leader with the market share of 19.1% according to the result of RBC Research 2014.
See the whole BEEPER ANNUAL...