Nowadays, there is intense competition between many companies which offer similar products or services. Marketing which includes advertising and promotion of a particular product or service is vital for any company to survive in this highly competitive world. One of the best forms of marketing in today’s world is direct marketing. There are various benefits of direct marketing for any company, immaterial of its size.
Generally, the budget for direct marketing is much lower when compared to the other forms of marketing. It is therefore a favourite for small and medium-sized companies. According to the Direct Marketing Association, direct marketing involves interactivity, using advertising media. Direct marketing is targeted directly at prospective and existing customers. By getting direct responses from them, it is possible to measure various aspects in a more accurate manner.
Before proceeding with mass production, a company may want to test out a new product. By checking all the direct responses from prospective or current end-users, it is possible to estimate whether the product would generate good sales for the company. Another great benefit is that companies have the chance to make the necessary improvements for their current products or services based on direct response data. The data can also used for future product innovations or creation of new and better services.
Apart from the aforementioned benefits, there are higher chances of sales due to the more direct approach of advertising and promotion. Direct marketing can also create many good leads, which could increase the business prospects of a company. Currently direct mail, telemarketing, e-mail marketing and television marketing which uses a direct response approach are the most effective means of direct marketing. Direct mail involves the usage of postal service. Based on lists obtained from the internet or any other source, it is possible for a company to send free samples, leaflets, catalogues or other promotional items to certain people through mail or post.
Generally, telemarketing is more expensive compared to direct mail. Direct calls are made to people based on specific lists. The same approach is used for e-mail marketing. Promotional and advertising type e-mails are sent out to some people based on certain lists. In the case of television marketing, which uses direct response approach, there are two main types – the long form (infomercial) or short form. Companies which use any of these forms expect direct responses from TV viewers through toll-free phone numbers or online site visits.
In short, there are many benefits of direct marketing for any company, irrespective of its size. With direct marketing, it is possible for a company to increase its overall sales, enjoy a higher number of loyal customers and improve its current products or services for better sales. A company can also test out its new product or service. By using the direct response database, it is possible for a company to invent a future and better product or create a new and better service.
