“Direct, Data and Interactive Marketing is defined as an interactive process of targeted, addressable, personalised and customised communication, that uses one or more branded advertising media to effect, at any location, a measurable sale, lead, retail purchase or charitable donation, with this activity being analysed on a centralised customer database.
This marketing approach focuses on the development of ongoing, mutually beneficial relationships and conversations between marketers and their customers, prospects or donors, in order to generate a measurable and sustainable return on marketing investments and to build their brand(s).” (Winnifred Knight adapted from DMA USA)
Direct Marketing is "measurable marketing" or "accountable advertising". It is a form of marketing that allows you to measure precisely the effects or results of every campaign, and to test and analyse planned campaigns in small volumes, with the option to change or fine-tune the campaign until satisfactory results are achieved.
Direct marketing is probably one of the most vast topics in the marketing spectrum. The articles in this section represent not only the traditional wisdom, but also include the very latest thinking, taking all the new technology into account.
Direct marketing (or Marketing Direct as it is now called) is a vast field with an equally vast body of literature and information around it – below you’ll find a selection of choice articles on the subject.
Customer Acquisition and Retention
Customer acquisition and retention is of course the cornerstone of all marketing. This is what it’s all about. You can have the most brilliant marketing strategy, dynamic marketing teams, hefty marketing budgets and superb products – but if you don’t get any customers, it’s all in vain. Marketing is measured against a bottom line, not against theoretical yardsticks.
Many new and refined acquisition channels have opened up in recent years, and more are certainly on the way. You don’t need anyone telling you that it’s challenging to keep up in a meaningful way that impacts the bottom line. Gone are the heady days when marketing budgets could be sustained with good ideas alone. Today more than ever it’s about return on investment. The marketing world is now a measurable and accountable part of the business world.
No matter what marketing channels you use, this comprehensive knowledge section is a resource you can turn to time and again.
Lead Generation
You could say that almost all sales come from leads, and that all leads come from some sort of marketing activity. Lead generation is a crucial part of the marketing and sales food chain, and is a much subtler undertaking than just being a sheer numbers game.
There are plenty of considerations that go into successful lead generation, and the articles below highlight and discuss some of these.
Direct Marketing and Conventional Advertising A Glimpse of the Future
Three years from now - or perhaps sooner - the direct marketing scene (the scene not the techniques) will be barely recognisable from that which we know and love today: the carefully delineated, agencies; the internecine warfare; the specialists and non- specialists; and so on, will all begin to disappear.
Steve Cuno from Response Advertising, USA, says: "Whenever I'm asked to sum up the differences between traditional and direct response advertising, I oversimplify it: Traditional advertising seeks to create positive awareness of a product in enough minds so that your target market will eventually reach for your brand. Direct response advertising improves on that." Read More
As the direct marketing industry approaches the 2lst Century, understanding and effectively marketing to people of colour will be critical for business success. Why? Because there is $600 billion at stake. African-Americans, Hispanics and Asian-Americans generated this income in 1996, and are expected to generate more in the future. Read More
Direct marketing (DM) is an industry, which has been developed on Relationship Marketing. In recent years the sector has had many challenges to face. Read More
A new customer is the most meaningful financial transaction you can make – instead of thinking of the profit you make on a single sale – think instead of the annual worth of a new customer to you. Read More
Every reply form whether it is designed to pull inquiries or orders should have a heading that urges action, offers a benefit or makes a promise.Read More
Rene Gnam is one of the best-known figures in direct marketing circles in the USA. He's been a practitioner, consultant and active seminar leader and convention a speaker for more than 20 years. Read More
The days of mass advertising and scattergun TV campaigns are over, according to the world’s leading marketer, Philip Kotler, who says that companies should shift to target and one-to-one marketing in light of increasingly fragmented media channels. Read More
The career paths for many of you in the marketing and communications industry are varied and plentiful. However, with direct and interactive marketing you have an even wider choice. Whenever you scan
the 'available jobs columns' be it in the press, on the internet or through word-of-mouth referrals - companies ask for 'experienced applicants.' Read More
Merchandising direct mail differs from must other types of direct mail in that it cannot function independently. The first essential of a good merchandising programme, therefore, it is a good advertisement, promotion piece, or publicity article-or a complete campaign to be merchandised. Read More
Here is a list of “facts” about human behaviour, which can be helpful and useful to you as a guide in preparing your direct response communications: Read More
