Today, direct marketing has become a factor of differentiation of organizations from the competition that exists in the market. In recent years, this type of marketing has experienced greater growth in companies; thus emerging as a very powerful tool to be able to communicate with its public.
In this sense, direct marketing is defined as a set of techniques that facilitate contact with people immediately and elicit an individual reaction; with the aim of promoting products and services or communicating a message effectively. Also, the means that can be used to carry out these campaigns; are: Email, SMS, calls, discount coupons, loyalty clubs or loyalty programs, etc …
Following are the strategies to be followed to be successful in the design, development and implementation of direct marketing campaigns:
Know your target:
Make a map or matrix of key audiences in order to identify the people to whom the goods and / or services that the company offers. It is necessary to have a deep knowledge of the target audience in order to be able to elaborate the marketing and direct communication strategies that can: attract attention, be persuasive; and consequently, generate a purchase action.
Investigate consumer habits:
By deeply studying the market; you can discover existing niches, recognize business opportunities, determine differential advantages versus competition, and predict common patterns of consumer behavior versus the products the organization makes available.
To organize the large amount of information that the company has on its customers, it is very useful to translate it into a kind of related tables that allow to visualize the content in a faster way and that facilitate the search of the specific data of each contact.
Segment the market:
It consists of dividing the market into increasingly defined groups of people with similar interests and consumption habits; with the purpose that the communication messages are attractive and generate value for the segment to which they are directed.
Customize your messages:
Use personal data that is in the databases to create an emotional nexus between the organization and its clients. The messages that the company creates should appeal to the emotions to be able to produce in the users a sense of identification with the mark. In this sense, creativity is a very important element to be able to capture the attention of the public and generate successful marketing strategies that allow direct communication with them.
The content of the campaign should be as brief and concise as possible. When specifying the key messages, we must be careful to be clear when writing them; the more simple and concrete the words, the more understandable will be the meaning of what one wishes to convey.
Choose the right medium:
Select the most suitable communication medium according to the message that has to be disseminated. We must analyze: the advantages, the disadvantages, the resources, the speed of response, the versatility and the flexibility that each medium can offer us to be able to decide how the campaign is going to be sent. For example: In the case of an invitation to an event, the most convenient communication channel is SMS; since the content is short and the penetration of the medium is great; thus increasing the chances that the message will actually be effective.
Measure the impact of the campaign:
Monitor the results obtained and evaluate the response of the public to the execution of the planned strategies; depending on the conclusions of this analysis, you can keep the actions taken or change them according to the convenience. The means of direct marketing, allow direct and immediate measurement of the effects caused by the communications sent to quantitatively determine the profitability of the campaign.