Direct Marketing is defined as a type of marketing campaign or advertising strategy that reach out to a group of consumers and seeks to elicit an action. In the sense of online business, it’s seeking to get an order, a sign-up, a visit to a website or a registration.
Direct marketing is most effective when your message has been personalized to the consumers’ interests and habits, and is able to respond to these habits in real time. Consumers these days expect to be understood and will only retain attention to marketing messages that are relevant to them. Mass advertising methods are slowly losing out and being ignored subconsciously.
With the growth of social media and internet population, marketers are working hard to target only relevant users instead of spending money on marketing that have no return.
Now let’s jump right into what direct marketing strategies that work best in Malaysia.
1. Direct Marketing via Social Network
Social network like Facebook, Twitter and LinkedIn bring brands closer with their customers. Now, It is not only easy for people to communicate with the brands, but it’s also easier the other way round. These social network sites provide the communication channel via Private Message, Comments or in the form of chat room.
By using social network, you can get your message deliver right to your customer without reaching out to them physically, which help you to save cost and time.
As for advertisements or marketing campaigns, you can also target only potential buyers with the right interest and demographic. With the right targeting options and settings, Facebook ads can be really effective when it comes to direct marketing and yielding high return on investment.
Twitter can help when you can convey a strong and short message to get people to take action, or share a picture that can get viral.
LinkedIn has recently launch their own ads platform as well, which you should really take into consideration on your new online marketing campaign as LinkedIn users are known to be ‘more serious’ and ‘corporate’ in behavior instead of casual like Facebook.
2. Direct Marketing via Search Campaigns
People are actively searching for things they want to find via Google, Bing or any other search engine. Information can be easily obtained these days with a single click on the search button.
What can you do to put your brand at the front of the people when they are looking for products and services similar like yours?
When you use Google Search Campaign to advertise your website or product, it will come out as the first few results or at a very dominant position on the search result page. This can really attract the customer to click on what you got to offer, instead of going through the next few pages of results.
Best of all, you only pay when there’s a click on your ad, so you won’t be wasting money on impressions only (like what you are paying for physical billboard and television ads).
3. Direct Marketing via Email Marketing
Sending email to your customer is just like direct mailing method in traditional marketing. Suffering from the same weakness as traditional direct mail method of having redundant of unsolicited emails, people tend to choose what email they will open and even more choosy when it comes to what email they will actually read.
In traditional direct marketing of direct mail method, to stand out you’ll have to use special envelope (packaging), or use a design or colors that really stand out from the rest.
It’s not much different when it comes to email marketing. Pay great attention to your subject line and also the content before you blast them out. Ensure it’s readable even in mobile devices as there are massive amount of mobile users now.
Blasting mass unsolicited is still not welcome and not only it’s ineffective, you are also damaging your brand name when people start to recognize your brand as a “spam”. Build your own database of email subscribers which you can achieved by having a website or a simple landing page.
Have you apply any of these direct marketing strategies in your marketing campaign? Try it today and let us know the result!