Advantages and Disadvantages of Direct Marketing

The Term marketing basically refers to informing about the value, use, benefits and advantages of the product to the customer or buyer. Marketing is divided into 2 categories direct marketing and indirect marketing.

It is very important for every business in today’s world to know how to market a product it does not matter if you are selling a hair pin or an airplane you have to market your product. It’s not going to sell itself.

What is direct Marketing?

Direct marketing is basically a system where once the goods are manufactured and ready for use they are sold directly to the consumer by using different marketing methods that connect the buyer to the manufacturers goods directly, and there are no middle men involved.

This is done by connecting to the consumer directly using different modes such as Telemarketing, Email Marketing, SMS, Social Media marketing etc.

Advantages

From the point of view of the customer or consumer the advantage is that it does not increase the price of the product that they are buying, compared to products that are not marketed using direct marketing techniques. This would involve a price rise due to commission from retailers and wholesalers

From the point of view of the manufacturer it gives them exact and proper feedback about their product in terms of customer reviews as they are communicating with the consumers directly and do not have to depend on information from retailers or any other middlemen involved.

Disadvantages

The disadvantage of direct Marketing is that most people do not like to be approached directly by people who want to sell them something. In other words people hate to be sold too, but they love buying. They feel they will find out about a product when they want to buy it.

From the point of view of the Marketing executive or Marketing Manager they prefer these Methods of direct marketing because you are not wasting any energy, time, or money as they are reaching out to the potential customers directly.

How to use Direct Marketing?

If you are interested in using direct marketing techniques for your business then here is a list of a few methods and how you can use them.

Email Marketing

In today’s world everyone uses emails to communicate thus sending out an email directly to the person is a very effective way to market, but you have to be careful of not spamming them. You should have permission from the person to email them with offers. You can do this by asking them if they are comfortable in providing their contact information so you could send them an email. But you should remember to always allow them an option to unsubscribe or stop the emails.

Telemarketing

This is one method of direct marketing that most people do not like a lot, or do not prefer as they feel they shouldn’t be disturbed anytime of the day asking them if they are interested in buying or using a service or a product. So the best option is to record a voice mail of the offer and send it out to the user and they can block or accept the call according to their wish.

SMS

Another method of direct marketing which is very useful in today’s world is sending out a bulk SMS to a list of potential customers this is better than telemarketing as the customer does not get disturbed and can check the text message later when he feels like.

According to me direct marketing is very effective and useful. But in order to do that you have to build a good relation with the customer before you start sending out any products or offers that they could purchase.

I’d like to help you if I can. I had a great time writing this article, I hope you enjoyed it. I look forward to being in touch with you again soon.

Some Key Benefits of Direct Marketing

Nowadays, there is intense competition between many companies which offer similar products or services. Marketing which includes advertising and promotion of a particular product or service is vital for any company to survive in this highly competitive world. One of the best forms of marketing in today’s world is direct marketing. There are various benefits of direct marketing for any company, immaterial of its size.

Generally, the budget for direct marketing is much lower when compared to the other forms of marketing. It is therefore a favourite for small and medium-sized companies. According to the Direct Marketing Association, direct marketing involves interactivity, using advertising media. Direct marketing is targeted directly at prospective and existing customers. By getting direct responses from them, it is possible to measure various aspects in a more accurate manner.

Before proceeding with mass production, a company may want to test out a new product. By checking all the direct responses from prospective or current end-users, it is possible to estimate whether the product would generate good sales for the company. Another great benefit is that companies have the chance to make the necessary improvements for their current products or services based on direct response data. The data can also used for future product innovations or creation of new and better services.

Apart from the aforementioned benefits, there are higher chances of sales due to the more direct approach of advertising and promotion. Direct marketing can also create many good leads, which could increase the business prospects of a company. Currently direct mail, telemarketing, e-mail marketing and television marketing which uses a direct response approach are the most effective means of direct marketing. Direct mail involves the usage of postal service. Based on lists obtained from the internet or any other source, it is possible for a company to send free samples, leaflets, catalogues or other promotional items to certain people through mail or post.

Generally, telemarketing is more expensive compared to direct mail. Direct calls are made to people based on specific lists. The same approach is used for e-mail marketing. Promotional and advertising type e-mails are sent out to some people based on certain lists. In the case of television marketing, which uses direct response approach, there are two main types – the long form (infomercial) or short form. Companies which use any of these forms expect direct responses from TV viewers through toll-free phone numbers or online site visits.

In short, there are many benefits of direct marketing for any company, irrespective of its size. With direct marketing, it is possible for a company to increase its overall sales, enjoy a higher number of loyal customers and improve its current products or services for better sales. A company can also test out its new product or service. By using the direct response database, it is possible for a company to invent a future and better product or create a new and better service.

Benefits and Challenges of a Career in Direct Marketing

Internet or Direct marketing may be a new term in our dictionaries however it is not a new concept. Direct or Internet marketing is ‘the’ way to send a message to the customer directly through various channels that eliminate the middle men or indirect means to interact with the customer. This has been done since marketing began albeit in undefined ways and now with the advances in technology, Direct/Internet marketing has become the most preferred way to reach the customer directly to promote a product, a service, a company… a message.

Direct marketing is a preferred way of knowing how the intended product PR message is faring with the masses because the responses can be quite immediate. That is why with the increasing competitiveness in businesses and the need to reach out to the customers in a more effective manner, a career in direct or Internet marketing is a very rewarding. Everything depends on marketing and whether a product will sell or not and whether the masses will pay heed to a social awareness message or not, depends mainly on how well it has been marketed.

With the way the world is growing closer… not smaller… closer due to the internet and the ease of being able to find any sort of information online or through other channels like the mobile phone, emails on the internet, advertisements, and many more; sending a message to them directly is not a challenge. What could be better than actually communicating with your customers? The only challenge is that with many direct marketing strategies being used, people thinking of a career in direct marketing may have to resort to their creativity quite often and having that is definitely a plus.

Many people think that direct marketing is not an honest field to have a job in and that is mainly because many big and small companies and even individuals have misused the power of interacting with customers directly and flooded them with constant interactions. This has left a bad taste in customers’ mouths and most of them don’t like being contacted anymore. This makes the job quite difficult… but not impossible.

The thought that a career in direct marketing is not a good idea is right and wrong, based on where you’re looking at it from. If you plan to succumb to the unethical ways for short term but immediate profit by flooding the customers with constant messages and emails, then direct marketing may not be for you however, if you are creative and have a knack of creating relevant and quality communication, then direct or Internet marketing may just be the thing for you because that is what it is all about; effective communication.

With the amount of knowledge we can share today and the level of understanding we have towards various cultures, various age groups, and their demands, direct marketing is the best way to promote a product or a company and used effectively, this can be a very strong tool that may be difficult for the competition to beat.

If a person is interested in pursuing a career in direct or Internet marketing they need to find schools to make sure they learn the right tricks of the trade and understand the basics of this amazing phenomenon. Communication and a basic understanding of how the human mind gets motivated are the two very important tools for a direct marketer however a few other things that will be good to know are:

  • Mass media
  • Behavior change therapy
  • Qualitative and quantitative research methods
  • Marketing and communications

There are many more courses out there… you just need to find them and make the best of them to be a successful marketing person.