New direct marketing models
Posted: Sun Dec 15, 2024 6:00 am
Or how to complement several direct marketing disciplines in one campaign
Direct marketing emerged many years ago as another link in the chain of doing business (in fact, the first catalogues – of Greek and Latin books – appeared in Europe shortly after Gutenberg invented the printing press around 1500). However, it was at the end of the 19th century, in the United States, where the first postal mailing was carried out.
For many years, it was practically the only method that companies had to establish a more or less bidirectional relationship with their customers.
However, with the arrival of new technologies and globalisation, new direct marketing models emerged, focused on mobile, internet, email and, more recently, social media. And the biggest casualty was direct mail. As if it no longer had any value or could offer anything, it was banished from many marketing departments in favour of its younger brothers.
But it turns out that, like the daughter-in-law of the old bulk sms south africa Calabrian partisan Salvatore in “The Etruscan Smile” (JL Sampedro), who finally understands all the love, 'in his own way', that the rough and rugged grandfather from the south is capable of giving to his little son Bruno, the value of postal mailing is once again considered . The reason? From my point of view, two main ones: each client feels more comfortable with a specific type of communication and, all the channels are complementary to each other and not exclusive.
It is clear that there are, and always have been, certain countries with a more deeply rooted tradition of buying from catalogue than in others. The case of Central Europe compared to Spain could be a magnificent example. Here, due to our character, the climate, whatever, it never really took off.
However, I think that there are certain segments of the population, mainly people who are not used to intensive use of mobile phones or the Internet or people in rural areas, who pay more attention to a non-intrusive postal campaign than to telemarketing or email marketing. In these cases, immediacy is not a key aspect, nor is it even important , I would say. It is essential to clearly explain the benefits, the difference with the competition. And if not, let's take mass marketing as an example. Does anyone understand anything about mobile rate ads? And about electricity or gas?... I'm afraid it will be bad without a comparison on the table.
Is this enough to convince the customer to buy right away? Maybe not. Humans don't usually do things on impulse, they need some time to think things over. And this is where the younger children of direct marketing come into play, the complementary actions for the first marketing action, such as telemarketing: Actions that reinforce the decision to change or make a purchase. Two-phase campaigns, more time and more money, but possibly also a greater probability of success in the end.
It is clear that marketing has evolved a lot. It is constantly evolving, like life itself, as in the novel by José Luís Sampedro, where the grandfather is shocked that the parents raise the child 'as a book says' instead of by 'maternal instinct, like the women of my land'.
Direct marketing emerged many years ago as another link in the chain of doing business (in fact, the first catalogues – of Greek and Latin books – appeared in Europe shortly after Gutenberg invented the printing press around 1500). However, it was at the end of the 19th century, in the United States, where the first postal mailing was carried out.
For many years, it was practically the only method that companies had to establish a more or less bidirectional relationship with their customers.
However, with the arrival of new technologies and globalisation, new direct marketing models emerged, focused on mobile, internet, email and, more recently, social media. And the biggest casualty was direct mail. As if it no longer had any value or could offer anything, it was banished from many marketing departments in favour of its younger brothers.
But it turns out that, like the daughter-in-law of the old bulk sms south africa Calabrian partisan Salvatore in “The Etruscan Smile” (JL Sampedro), who finally understands all the love, 'in his own way', that the rough and rugged grandfather from the south is capable of giving to his little son Bruno, the value of postal mailing is once again considered . The reason? From my point of view, two main ones: each client feels more comfortable with a specific type of communication and, all the channels are complementary to each other and not exclusive.
It is clear that there are, and always have been, certain countries with a more deeply rooted tradition of buying from catalogue than in others. The case of Central Europe compared to Spain could be a magnificent example. Here, due to our character, the climate, whatever, it never really took off.
However, I think that there are certain segments of the population, mainly people who are not used to intensive use of mobile phones or the Internet or people in rural areas, who pay more attention to a non-intrusive postal campaign than to telemarketing or email marketing. In these cases, immediacy is not a key aspect, nor is it even important , I would say. It is essential to clearly explain the benefits, the difference with the competition. And if not, let's take mass marketing as an example. Does anyone understand anything about mobile rate ads? And about electricity or gas?... I'm afraid it will be bad without a comparison on the table.
Is this enough to convince the customer to buy right away? Maybe not. Humans don't usually do things on impulse, they need some time to think things over. And this is where the younger children of direct marketing come into play, the complementary actions for the first marketing action, such as telemarketing: Actions that reinforce the decision to change or make a purchase. Two-phase campaigns, more time and more money, but possibly also a greater probability of success in the end.
It is clear that marketing has evolved a lot. It is constantly evolving, like life itself, as in the novel by José Luís Sampedro, where the grandfather is shocked that the parents raise the child 'as a book says' instead of by 'maternal instinct, like the women of my land'.