A company that employs direct marketing is directly trying to impact consumers' or business customers' buying decisions. They use promotional strategies such as direct mail, telemarketing, direct response television advertising and online selling. Indirect marketers may attempt to generate sales through blogging, videos or e-books. Manufacturers use indirect marketing when selling through wholesalers or other channels — not directly to consumers. There are several key advantages to using direct over indirect marketing.
Small companies that use direct marketing interact more closely with customers. Telemarketers, for example, use two-way communication. They share the benefits and features of their products. They can also answer peoples' questions and develop a better rapport with them. Business owners who use direct mail can better target specific audiences, according to "Small Business Notes" online. They may purchase mailing lists of people who buy their types of products. They are also able to target particular population segments by age, income or other demographics.
Direct marketers also enjoy greater tracking of their promotions or advertising. These companies know whom they are targeting. Hence, they can better measure the effectiveness of their advertising. For example, direct mail companies often use code numbers on order forms to track responses. They can then determine which of those people, in turn, actually purchase products. Similarly, telemarketers can keep track of their selling efforts by recording the number of sales they make from calls. Online marketers can track traffic from certain search engines where they advertise. Direct marketers know when to drop less effective promotional campaigns because of the ability to measure results.
Multiple Closing Opportunities
Business owners who use direct marketing tactics may have multiple opportunities to close prospects. A telemarketer can find out why a person is hesitant to make a purchase. This individual may not have the money, or typically buys products from a competitive company. Telemarketers uncover these objections by asking questions. Subsequently, they find ways to overcome these objections and make the sale. Similarly, small companies using direct mail or the Internet can obtain names, addresses and emails of prospects. They then send additional messages or information as second or third efforts to make sales.
More Transaction Options
Companies which use direct marketing provide people with more transaction options, according to "Reference for Business" online. Customers receiving catalogs may call the company and order by phone. They may also mail in the order or make a purchase on the company's website. A primary objective of direct marketing is making it easier for customers to buy.
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