how direct marketing works
unlike traditional public relations campaigns pushed out through a third party such as media publications or mass media direct marketing campaigns operate independently to directly communicate with target audiences in direct marketing companies deliver their messaging and sales pitches by social media email mail or phone sms campaigns although the number of communications sent can be massive direct marketing often attempts to personalize the message by inserting the recipient s name or city in a prominent place to increase engagement the call to action is an essential part of direct marketing the recipient of the message is urged to immediately respond by calling a toll free phone number sending in a reply card or clicking on a link in a social media or email promotion any response is a positive indicator of a prospective purchaser this variety of direct marketing is often called direct response marketing a direct marketing pitch that is delivered to the widest possible audience is probably the least effective that is the company may gain a few customers while merely annoying all of the other recipients junk mail spam email and texting all are forms of direct marketing that many people can t get rid of fast enough the most effective direct marketing campaigns use lists of targeted prospects in order to send their messages only to the likeliest prospects for example the lists might target families who have recently had a baby new homeowners or recent retirees with products or services that they are most likely to need catalogs are the oldest form of direct marketing with a history that dates back to the latter half of the 19th century 12 in modern times catalogs are usually sent only to consumers who have indicated an interest in a previous purchase of a similar product while social media has emerged as the most modern form of direct marketing targeting strategies can also be used on social media when putting out ads platforms like facebook allow brands to choose the age gender demographics and even interests of potential new audiences that an ad could reach many companies engage in opt in or permission marketing which limits their mailing or emailing to people who have indicated a willingness to receive it lists of opt in subscribers are particularly valuable as they indicate a real interest in the products or services being advertised investopedia daniel fishelthe advantages and disadvantages of direct marketingdirect marketing is one of the most popular and effective marketing tools in order to establish a direct connection with a target audience direct marketing has its appeal particularly to companies on a shoestring budget who can t afford to pay for television or internet advertising campaigns especially as the world becomes increasingly connected through digital platforms social media becomes an effective way to market to customers the main drawback with direct marketing however is the profile raising and image building that comes with a third party accrediting your brand for example although a company may pay for a sponsored article in the new york times this can greatly enhance a brand s image and can help seal the deal with customers who are willing to trust a supposedly unbiased source or external opinion by its nature the effectiveness of a direct marketing campaign is easier to measure than other types of advertising since brands can analyze their own analytics track unique source codes and tweak strategies effectively without going through a middleman the company can measure its success by how many consumers make the call return the card use the coupon or click on the link 