Direct marketing is defined as a set of techniques of communication and distribution, which originate within a marketing system, which aims to establish links directly with the buyer, this is done with the purpose of promoting a product or service; using different means of direct contact: telemarketing, emailing, etc.
Companies that carry out direct marketing always maintain constant interaction with their clients, often individually. For this, it must have an excellent database, where the demographic, geographical and behavioral data of the clients are reflected. Once this information is available, small groups of clients can be established, in order to tailor the offers and marketing communications to their specific characteristics.
Among the advantages that direct marketing offers are: it can be measured, that is, the results obtained are measurable, allowing the profitability of the action to be evaluated. It is customizable, since it allows information about the target audience to be known through the database, identifying them individually.
It is interactive, since it transmits the message directly to your customers, obtaining an immediate response from them. It has the support of social networks, forming a perfect pair.
Loyalty, because by maintaining constant interaction with customers, you get to know them in greater depth, which makes it possible to offer something that can really satisfy them.
Bringing the "store" to the home, that is, the customer will not have the need to go to the store to buy the product, since through the means of distribution, the company brings everything they need to their home.
The main means of direct marketing are: telephone marketing, it is one of the main mechanisms of direct marketing, it consists of the use of the telephone to make sales directly to the public and companies. Catalog marketing, consists of the production of a printed material of at least eight pages, which offers various products, offering mechanisms that allow direct ordering.
Direct mail marketing, which includes sending an offer, advertisement or reminder to a person, to a specific address, it can be their office, their home address or email. Direct response marketing by television, refers to the media that support two main media, for example, television where the wonderfulness of a product is described in a very convincing way, providing them with a free telephone number, where the customer can place their orders.
