The following are forms of direct marketing: Do you remember being given a leaflet by someone just outside a train station, advertising a local company recently opened? Do you remember receiving some letter from a company listing its selection of products that you may be interested in? Do you remember getting a phone call from someone working as a sales agent, advising you of recent offers from a company?
As the name suggests, direct marketing is sending information directly to consumers, without the need of what are known as middle men, to advertise one's products or services. In this manner a company directly communicates with customers. It has been around for quite some time, and shows no signs of slowing down. With emails and cell phones, we have now noticed a new form of direct marketing - receiving emails and info texts.
The strategy does have loads of benefits for the company and consumer alike. The company can target its audience, thus save money on advertising by focusing on its niche. Moreover it allows the company to build and maintain a good business relationship with its clients, as the company can also utilize the data it gathers from its direct marketing campaign to enhance current services, or perhaps add the other one that may have been recommended by a customer. Letters sent to consumers usually let them write something, either a reaction or a suggestion, sent back to the company. Direct marketing additionally lets companies get the quickest results for its campaigns as the information are sent directly to customers who respond within a specified time.
Direct marketing does have its share of cons. Many people don't like the idea of getting 'junk mail' or 'junk texts' from marketing companies. Instead of winning customers over, few companies risk alienating these same customers. Additionally, the fact of how they got the customer's mail address or mobile number becomes an issue. Some people see this already as an assault of privacy. Companies also send out letters and at times even product examples to potential clients. With the rise in environmental awareness nowadays, some are saying that this form of marketing takes its effect on nature as it adds to the waste produced per year. There are also some places which ban the distribution of fliers and advertising in the streets. This limits the reach of companies utilising this strategy.
Direct marketing as a form of delivering information to the market regarding a company still remains a good way to reach out to prospective customers.
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