Direct Marketing Servicesface-to-face marketing services
Direct marketing services cover the entire spectrum of direct marketing - from data insights and creative ideas to production and logistics.
It is a type of direct marketing where companies directly interact with their clients through a wide range of mediums, such as text messages via mobile phones, e-mail, websites, on-line ads, databases marketing, flyers, catalogue distributions, mailings, direct mail, TV targeting, newspaper, magazine ads and out-of-home ads. In practice, it is also known as Direct Answer Marketing.
Direct marketing's predominance and the undesirable character of some messages have resulted in rules and legislation such as the CAN-SPAM Act, which requires US consumer opt-outs. In 1861, the Welsh businessman Pryce Pryce Pryce-Jones founded the first contemporary distance selling business.
It was in the nineteenth century that the US retail company Aaron Montgomery Ward thought that the application of the technology of direct sales of goods to customers at attractive price, with effective and efficient execution, could revolutionise the free enterprise economy and serve as a pattern for product marketing and retention. 12 ] The concept of "direct marketing" was invented long after Montgomery Ward.
Because its results, whether or not they are positives, can be directly quantified, direct marketing is appealing to many marketing companies. If, for example, a merchant sent 1,000 requests by post and 100 responded to the promotional message, the merchant can say with assurance that the direct result of the marketing action was a 10% change. It is one of many clearly measurable performance measures that are used by direct sellers.
Conversely, general publicity uses indirectly measured values such as consciousness or commitment, as there is no direct reaction from a user. Measuring the results is an essential component of direct marketing success. Another major advantage of direct marketing is that it allows the promotion of goods or services that may not be known to customers.
Good performance promised goods or services, coupled with an appealing offering, backed up by efficient communications, a direct marketing tool and a focus on the respective client segments can lead to very significant costs. Compared to other sales canals ( e.g. retail), direct marketing as a practical approach is primarily reliant on the product range, the product range, the communication, as well as the selection of the canal and the targeted customers, and thus less depending on the brands strengths.
Although direct marketing has a demonstrated capacity to deliver tangible results, most businesses still use general or brand marketing to promote their product or service. Using the web has made it easy for marketing executives to track the results of a marketing effort. The call to actions invites the client to go to the page and the efficiency of the marketing campaigns can be assessed by taking the number of advertisements sent and splitting them into the number of replies.
A further way to quantify results is to benchmark forecasted revenue or lead generation for a given period against real revenue or lead after a direct mail marketing drive. Writers create the words that encourage the readers, listeners or viewers to take the actions the publisher expects from them.
Text writers in direct marketing are referred to as direct responders. Each of these writers has their own unique know-how built on tried and tested direct marketing technologies. Writers in general and brand advertisers in particular concentrate on giving actual and prospective clients a certain feeling for the work. Even graphics designer, web developer and other creative people are playing a decisive roll in direct marketing.
Whilst many marketing specialists recognise the economic value of targeting increased visibility, some direct marketing activities using certain types of medium have been criticised for producing poor-quality results, either because of a bad news policy or because of poorly assembled demo-bases. It is a concern for distributors and users in equal measure, as advertiser do not want to spend on communication with users who are not interested in their product.
You can even try to deliver a personalised greeting via text messaging or electronic messaging, but a high value direct mailing envelop and brief usually has a better opportunity to generate a reply in this case. To summarize, the choice of the best of all the above mentioned parameter can result in up to 58-fold more answers than the choice of the poorest of the above mentioned one.
Tackling them will help to dispel the misgivings of marketing companies. A number of these misgivings have been allayed by direct sellers through the use of customised opt-out listings, varying pressure and more focused listing practice. In order to prevent unsolicited mailshots, members of the marketing community have set up preferential services that give consumers more power over the marketing communication they get through the post.
However, the concept of'junk mail' refers to undesirable advertisements sent by letter or placed directly in consumers' mailboxes and dates back to 1954. In 2003, the US Congress passed the "Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) Act" to contain undesired e-mails in order to counter the concern about undesired e-mails or spamming.
18 ] In addition, Internet Protocol (ISP) vendors and e-mail services companies have been developing more and more efficient e-mail filter programmes. They can disrupt the deliverability of e-mail marketing campaign even if the individual has a subscription  because legal e-mail marketing can have the same characteristics as spamming. A number of e-mail services offer services to legitimately opt-in e-mailers to prevent them from being categorized as spammers.
Every media that can be used to provide a communications to a client can be used in direct marketing, including: One of the most widely used direct marketing techniques is the delivery of marketing communications via e-mail or e-mail marketing. E-mail marketing is popular because it is relatively cheap to create, test, and distribute an e-mail messaging.
In addition, it enables advertisers to send news around the clock and to precisely quantify answers. Direct marketing is taking place via an increasing number of on-line platforms as a result of the development of technologies and IT resources. The majority of on-line advertisements are supplied to a focussed customer group and have a comprehensible resonance. Marketing specialists also use SEO to increase site visits to their pages.
Sites such as Facebook and Twitter also offer direct marketing options to directly interact with consumers by providing contents that consumers can react to. Using mobiles for marketing, specialists interactively contact potential clients and sponsors via a cell phone, smart phone or tray, for example, or via a net.
Among the kinds of marketing messaging are mobile: Text Messaging Service (SMS) - Marketing communication is sent in the format of text messaging. Multimedia Messaging Service (MMS) - Marketing communication is sent in the format of press releases. By October 2013, the Federal Law on Consumer Protection for Telephones prohibited contacting a person by cellular without explicit previous agreement in writing for all telephones using an automated dialling device or a pre-recorded language to transmit a message to cellular numbers and private households.
A further popular type of direct marketing is the telemarketing, where the marketer contacts the customer by telephone. Some of the most effective telemarketers concentrate on creating more "qualified" lead that is more likely to be transformed into real revenue. The National Do Not Call Registry was established in the United States in 2003 to give users the option of receiving home telephone marketing notifications.
Following a thorough revision of the Telemarketing Sales Rule (TSR), the FTC has established the National Do Not Call Registry. 23 ] The TSR's do-not-call rules apply to any plans, programmes or campaigns to offer goods or services through intergovernmental telephone use. Effective from 16 October 2013, the 2012 amendment states that previous explicit agreement in writing is necessary for all automatically dialled and/or pre-recorded calls/texts sent/made to the mobile telephone and for pre-recorded private landline telephone conversations for marketing use.
Others are optional, such as the New Zealand Name Removal Service. Vocemail marketing is the result of the penetration of face-to-face speech boxes and corporate vocemail services. Vocemail marketing was a cost-effective way to directly contact individuals via speech. The misuse of marketing tools in marketing voicemails led to a plethora of "voice spam" and many courts enacted legislation to regulate the marketing of marketing of messages to consumers.
Recently, companies have used managed voice mail (an app where pre-recorded voice mails are routed from lived callers) to perform personalised business-to-business marketing, previously reserved for telemarketing. However, the use of voice mail is still a very limited one. As voice mail is only used to make contacts with companies, it is exempted from the applicable rules for other types of voice mail marketing.
Voicemail Messenger is a similar type of voicemail marketing using business-to-business and business-to-consumer apps. Vouchering is used in printed and electronic publications to give the readers an answer. One example is a voucher that the readers get by post and bring to the cash desk of a shop to get a rebate.
They are available on corporate Web sites, in corporate communications, in text and e-mail notifications. More and more cell phones are using direct access to vouchers. Developed to create an instant reaction from shoppers, Direct Response Marketing measures each shopper reaction (and purchase) and maps it to ads.
This type of marketing differs from other marketing methods, especially in that there are no agents such as retail traders between buyers and sellers and the buyers must therefore directly approach the sellers to buy goods or services. Direct respond marketing is conducted through a range of different mediums such as DRTV, wireless, mail, printed advertisements, telecom, catalogs and the intranet.
TV direct marketing (commonly known as DRTV ) has two main forms: the long one ( usually half-hour or hour-long segment explaining a detailed part of a story and generally known as an infomercial) and the brief one, which relates to generic 30-second or 60-second advertising that asks the viewer for an instant answer (typically to call a telephone number on the monitor or on a website).
TV respond marketing - i.e. information commercials - can be regarded as a direct marketing tool, as answers are given in the shape of incoming callers to on-air numbers. It allows advertisers to reasonably deduce that the call is due to a particular marketing effort and allows them to get the customers' numbers as goals for Telemarketing.
Among the best known advertisements for German television (DRTV) was the one for Gensu Smith from Rhode Island. A number of advertising issues, such as the use of articles in the offering and the assurance of customer happiness, have been heavily replicated and have been part of the successful recipe for broadcast television ratings (DRTV).
Direct respond advertisements contain an alert with a particular targeting feature. Periodical and news advertisements often contain a direct answer call to Action, such as a toll-free number, a voucher that can be redeemed in a stationary shop, or a QR that can be digitized with a portable scanner - these techniques are all types of direct marketing because they entice a direct and quantifiable campaign from the client.
Recruitment or direct marketing is the expression used to describe messages sent to prospective clients or dispensers by post and other means of delivering goods or services. Advertisements are sent to clients according to factors such as old-age, incomes, locations, professions, purchasing behaviour, etc. Face-to-face marketing involves promotional letters, catalogues, free CD's, pre-approved debit cards and other non-requested merchandise invites sent by post to households and companies.
Mass mailshots are a particularly beloved advertising medium for companies in the fields of finance, home computers, travelling and touring. Marketers often turn direct marketing practice into focused direct mailshots where post is sent after a data base review to identify those most likely to receive a positive response.
E.g. a individual who has shown an interest in the game may obtain direct email for golf-related goods or possibly for goods and services that are suitable for golfer. The use of data base analytics is a kind of data base marketing. United States Postal Service refers to this kind of post as "advertising mail" (Admail for short).
A further type of direct marketing are advertising material that is incorporated into other means of communication such as catalogues, newspapers, magazines, packaging or invoices. In the case of co-op or sent by means of multiple marketing envelopes, marketing material is also deemed to be enclosed medium. Outside-Home Direct Marketing covers a broad range of outdoor communication tools that are intended to engage consumers, such as posters, transits, bus stops, antennas, aerodromes, airfields, airplanes, shops, films, colleges, cinemas, colleges, hotels, commercial centres, sports centres, stadia, taxis, etc., which include a call to actions for the client.
The direct sell is the purchase of a product through personal contacts with the client, either by personally approaching prospective clients through sellers or through direct means such as Tupperware partys. All obligations from a direct marketing measure should be met quickly and efficiently. Wherever an offer is made, all obligations to be met by the distributor, the supplier and the user should be made clear to the user, either directly or by referring to the terms of the sale available to them at the moment of the offering.
Wherever the display of an offering includes items that are not part of the offering, or where it is necessary to purchase extra items in order for the customer to be able to use the item offered, this should be made clear in the initial offering. Hypertension strategies that could be interpreted as nuisance should be eschewed, and distributors should make sure that they are respectful of community cultures and traditions in order to prevent insulting issues.
Wherever there is a right of revocation for customers (the consumer's right to return goods to the vendor or to withdraw from the service contract within a certain period of notice, thereby cancelling the sale), the trader should provide them with information on the right, how to obtain further information and how to use it.
If there is an offering to deliver a product to the customer on the grounds of "free testing", "free trial", "free authorisation" and the like, the offering should clarify who bears the costs of the return and the return process should be as straightforward as possible.
In order for the consumers to be able to communicate directly and efficiently with them, the supply should include the name of the distributor and/or provider and particulars of where and how they can be reached. Such information should be available as a durable source of information that the customer can retain, i.e. through a stand-alone off-line retrieval tool, an on-line retrieval tool, an e-mail or text message; for example, it should not appear only on an order sheet that the customer must give back.
The full name, postal code and phone number of the seller should be communicated to the customer at the moment of supply of the same. Respect should be given if customers have expressed a desire not to obtain direct marketing messages by participating in a preferential or otherwise targeted group.
Marketing specialists who communicate with international users should, where possible, make sure that they use the appropriate preferential services in the market to which they communicate and should comply with consumers' wish not to be notified (see also General provisions, Art. 19, Datenschutz und Privatsphäre). 34 ] If there is a system that allows the consumer to express the wish not to get addressed unsolicited post (e.g. post box stickers), this should be honoured.
The overall accountability for all facets of direct marketing operations, regardless of their nature and contents, lies with the marketing company. Responsibilities also apply to other direct marketing contributors and this must be taken into consideration. In addition to marketing companies, this may also include: operator, telemarketer or responsible for information or their sub-suppliers who participate in the business or communications; publisher, owner or contractor who publishes, transmits or distributes the offering or other communications.
A Short Story of Mail Order Catalogues. Pionier der Versandhandelsbranche". <font color="#ffff00" size=14>a> ; a> <font color="#ffff00" size=14>a> ; a> ; a> ; c) "La prochaine génération du marketing direct. and integrated branding. Postal services. Marketing legend Lester Wunderman in the Alan Levy Show. Telemarketing sales rule. Direct Response Glossary"; 8 February 2011.
"How the web makes mail order flourish". Email is the most efficient way of "direct response". "Which is a basic marketing strategie? C16 - Use of telesales. Article C14 - Taking account of consumers' wishes".