What is Direct Marketing?
Direct marketing is when you target a group of people, normally clients our potential clients into using your product or service. There are many direct marketing tools that you can use to target your audience.
- Newsletters (generally email but print too)
- Business Cards
- Phone calls
- Pop ups
The general target for marketeers is to engage and to convert. The clients journey is seen as a “funnel”. A funnel is the road map of their interaction, level of engagement and depth of target marketing. There are many types of funnels depending on the circumstance.
One example would be; Someone clicking onto your website for the first time…
1. They are likely to be targeted with a pop up asking to subscribe and/or to engage them with a live chat window to see how you can help.
2. It could end with this journey or go on to a newsletter subscription, engagement with the live chat or just looking around.
3. From what has happened so far there continues to be funnels/sub funnels. Firstly if the website is configured properly, when the viewer goes to the site again a different and more personalised live chat message will show. Drawing the viewer in closer to subscribe or engage if they havent already.
It can branch off in so many directions from here. E.g. personalised email content.
From this example you get a rough idea of how a marketing funnel looks like. Digital direct marketing is far more intricate than print but both have their positives.
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Mail Shot Team.