Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.
|Scooped by Georgia Mackay|
This article discusses the success which a direct marketing campaign can have for an organisation, with the growth of social media and other online interactions. It is a way for brands to become personalised, which can enhance personal bonds between consumers and the brands. It highlights the way in which direct marketing can reach on the go consumers with mobile marketing tools, and thus direct marketing is becoming a preferable choice of marketing as it is relevant to today's typical consumer's lifestyle, in which people are looking for things which make their lives easy. An example the article offers is a promotion coming through that can be ordered straight from a smart phone. I agree with this attitude towards wanting to be directly marketed to, and my life made easier. I think it is definitely the way of the future. I am usually fairly busy, so I will not often engage with a marketing message unless it is convienient for me to do so. I think that direct marketing is at its best when integrated with social media. Nearly everyone (at least in my generation) use social media actively everyday anyway, so it seems natural that it would be a channel to market to directly. Great read, I would reccommend to marketers specifically, as it makes some good points about direct marketing and targeting today's typical consumer, especially through social media.