Direct marketing is a marketing approach that is characterized by an approach without intermediate customer, customized and remotely. This should enable to achieve rapid and measurable results.
Direct marketing is both:
- a distribution method (no intermediaries)
- a communication mode (relatively custom)
- a mode of sale (distance)
- a policy mode
The use of direct marketing by companies grew to reasons related to economic, technological and sociological.
- Industrial growth and development of the tertiary sector have led to the establishment of a middle class, the privileged target of direct marketing.
- The development of urbanization and transportation problems (and, therefore, speed).
- The feminization of society.
- The lack of sellers and skills.
- Rising costs and inflation commercial budgets.
- The IT development for the treatment of files and the development of the purchase / sale of specific mailings
- Development of techniques and media remotely.
- The development of social networks like Facebook general public, Netlog … who collect a lot of information on registered and then allow companies to target advertisements to broadcast on a specific panel of prospects (according to a geographical area, a range of dates of birth, compared with a level of study …)
- The development of targeted ads on Google and Bing search engines.
For example, many companies are promoting via these tools (Google Ad-Words, Bing, FaceBook) of their sites in the area of scellier investment (the Scellier law is very incentive legislation that has been operational since 01st January 2009 and allows to benefit from strong tax reduction if you buy a new home and if it agrees to rent the nine years)
- The development of social networks like LinkedIn and Viadeo professionals that enable businesses to broadcast commercial offers professional prospects on a specific industry through highly specialized forums.
- The integration of telecommunication tools. The company can reach its customers with very diverse means evolving at high speed. The computer allows the storage and processing of large data. It allows managing important customer databases while providing the opportunity to create segments microphones. This approach provides the means to adapt the product offering to different targets of the company’s customers.
- Increasing the number of people living alone
- The consumer desires for a more relational communication
- The development of the concept of time management
Indeed, the travel time between home and the workplace increases. The consumer, therefore, has less time to do its courses. This explains the use of growing for purchase by Internet and mail.
Besides the time savings it provides the internet buying and correspondence has other benefits for the customer:
- Home delivery which saves time and fatigue
- Access to information sources that the customer can compare them.
- The time to think it has.
- The ability to discuss the purchase family.
Direct marketing consulting agencies have the task of designing, developing strategies loyalty and customer acquisition.
Direct marketing meets four major objectives:
#1 Studying the Market:
Direct marketing will enable companies to learn about the market through a sample of consumers who give us their opinion before launching a product, a commercial offer or a new concept.
Direct marketing aims to inform customers of any event concerning.
He will inform the customer whether the provision of a new tariff, a promotional offer which it can benefit (usually with a promotional code to measure return), the launch of a new product.
Direct marketing also serves to regularly inform shareholders but also to boost the sales force.
Direct marketing aims to achieve a distance sales or full (companies that sell exclusively by correspondence or The Internet), or to supplement the points of sales or sales force, thus complementing circuits traditional sales.
To achieve its goals, the company must create a relationship with the client to sell its products. If the business relationship already exists, it is to reconnect with the client to renew its purchase act, especially if sales weaken for that client. Means are then used to capture or loyalty (discounts, gifts …)
If the purchase is not made remotely, the goal is to create traffic on the sales premises to try to sell.
The goal is to create a close relationship with the customer, to maintain contact.
On the other hand, once a significant number of customers acquired, retention reduces business costs by developing sales with the acquired clients.