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Direct marketing: the ultimate in consumer engagement: In order to optimise consumer engagement this article claims that direct marketing is posed to play a major role. The digital age has generated many more advertising channels, such as the internet and smart phones. This new technology allows greater segmentation of consumers and ease of not only communicating to them, but with them, direct marketing allows the consumer to also communicate with the advertiser. This makes direct marketing the ultimate in consumer engagement.
The timeliness, from the reduced time used to create and implement adverts, and cost efficiency inherent with direct marketing, especially with utilising new technology, is further evidence of direct marketing being the ultimate in consumer engagement. The consumer is now more easily segmented and targeted in terms of reaching them through digital media and technology. An example is the speed adverts on the side of the road which is personalised for each car going past as it shows their individual speed in an effort to reduce speeding. Direct marketing also allows testing of the advert to a select few consumers to test the response to the adverts before the main campaign is laucnched. Direct marketing also allows for quicker and more accurate measures of effectiveness over alternative advertising methods. The new mediums must however be closely monitored as consumers can easily communicate with each other and negative rumours can quickly go viral.