Direct marketing as a type of promotion

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Modern man is catastrophically short of free time. Every day he is bombarded with a stream of various information, hence the desire to simplify all processes as much as possible. Mass advertising has ceased to be effective. The most popular and profitable today are various types of direct marketing aimed at the target audience. We will talk about them in the article.

The term "direct marketing" was first proposed by Wunderman Lester in 1967. Ordering goods by mail began much earlier, back in the 19th century, when the typewriter appeared. At that time, companies armenia mobile phone numbers database began to develop new regions and, territorially expanding their activities, form lists of potential clients to whom they sent leaflets, advertising booklets, catalogs. Who would have thought that after some time, targeted e-mail distribution would become the most popular advertising tool.

What is called direct marketing ? The process when the manufacturer and the buyer interact with each other directly, without intermediaries, when selling a product. This is a type of marketing communication based on an individual approach to the consumer, which involves close communication and feedback without intermediaries. That is, all types of direct marketing are focused not on target segments of the consumer audience, but on specific people.

This process is aimed at obtaining the expected response from the client, expressed in his making a purchase.

Direct marketing as a type of promotion

Source: shutterstock.com

Direct marketing has two main objectives:

Establish communication with the client.

Sell ​​him the goods.

More specifically, direct marketing is designed to:

Attract the consumer's attention.

Keep his attention.

Develop long-term personal relationships.

Encourage the first purchase.

Create the conditions for numerous repeat purchases.

Analyze the person's reaction.

Increase the volume of sales that come from it.

Expand the range of purchases.

Increase the frequency of product purchases.

Increase customer loyalty.