Today it seems impossible to find a company in which a direct marketing tool is not used. It is logical to observe that employ agile and economical methods to reach customers in a direct and personalized way. The Direct Marketing Association defines direct marketing as “an interactive system of marketing that uses one or more advertising media to get a measurable response and / or a commercial transaction at a certain point”, uses different channels of direct communication such as mailing, emailing or telemarketing. These channels allow obtaining a direct, immediate, measurable, interactive and personalized communication with your customers or potential customers.

Major Direct Marketing Tools:

Mailing:

This tool is sending a brand message (offer, advertisement, etc) to a person in your mailing address. You can use different formats, such as letters, brochures, catalogs and postcards. In an increasingly digital environment, the mail takes on added importance when we want our communication is perceived in a special way by the customer, because the message we convey is performed also by a tangible medium.

Emailing:

Is similar to mailing but this time the message chosen by the mark is sent to an email address. Unlike the mailing, emailing is in a digital environment which results in a direct delivery not only of text and images, but also sound and video. In addition to stroke and click through a link we can take our target group to a site where they can get more information. We must take special care with mass mailings that customers have not requested, since they get very low rates of effectiveness, they may be considered spam and also create bad brand image.

Telemarketing:

Telephone marketing uses the phone call as a means of communication with the customer. It is the direct marketing tool that offers greater adaptability and instantaneity, because by calling customer needs can hear it, and instantly deliver those solutions that are better adapted. Telemarketing can be used to attract new customers, take orders, and make cross-selling, market research or to provide customer support and after-sales service to our customers.

In addition to the mailing, emailing and telemarketing; originally the fax was also considered a direct marketing tool, but given its limited use and effectiveness, in addition to its likely demise in the next few years, I have chosen not to include it in the list above.

In my opinion these channels of direct communication is a double-edged sword, if you do not make proper use of their tools can get the opposite effect. Who has not irritated him a phone call hours inadequate at all costs trying to sell a product that does not need ?, Who has not curled an advertising letter without paying the slightest attention? Or who has not scored an email as spam by identifying the sender is a trademark bombarding us through mass mailings? Direct marketing is powerful and effective, but of course always tools and when used appropriately.