The growth of social media and other online interactions means that direct marketing has seen a tremendous amount of growth in recent years. Successful marketers are reaching out more and more customers directly of a more personal level.
Due to the ‘always online’ culture of many of today’s people, people can get alerts on virtually anything they buy. Co-creation between buyer and seller means people can let companies know how they could improve upon their products and give them instant feedback on them right away to meet customers’ changing needs and wants. Sellers who listen to customer feedback can help to develop and enhance emotional bonds with the customers which in turn create more value for both parties.
Mobile marketing on smart phones is another great tool for direct marketing. Customers can opt-in to receiving a variety of direct marketing promotions for products and services that they are interested in. If customers are interested, they can order the products directly from their smart phones.
An effective example of direct marketing is a company called easy jet. Easy jet is an airliner that has a variety of direct marketing tools that they use to engage customers that have been very successfully for example Easy Jett’s website has 400 million visits every year by consumers. A tool called ‘inspire me’ on their website allows customers to fill in their criteria such as destination and cost, timing etc and easy Jett will generate a plan for the customer that meets their criteria. Another effective marketing campaign by Easy Jett targeted consumers in 2013 that booked with them in 2011 but did not book again in 2012. These customers were offered via email cheaper rates in 2013 than what they originally paid for in 2011. What a great idea!
I really liked this article on direct marketing, it was an easy to read and understand article which made allot of sense to me. The examples of direct market from Easy Jett were great and you can see how important direct marketing can be and if done right by marketers can lead to allot of success for a company.
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