Why should an organisation choose for direct or interactive marketing? When to advise a DM approach? Some of the advantages have been already analysed in the previous post, but here’s the complete list.
* SAVES YOU MONEY
By eliminating the retailstores and other suppliers in the product chain, remarkable savings can be done in the field of housing and storage. The best example is e-commerce, where you can buy things without an intermediate handling the order or the goods.
* INDIVIDUAL TARGETING
Over the last few years we’re noticing a continuous fragmentation of the market. Target groups are being divided in subs, and the subgroubs are being divided in other subsubsegments. Traditional advertising is no longer able to reach out with a personalized message.
The best way to target the subgroups is with a personal and direct approach, for example based on sent in coupons, answer cards or requests by e-mail. Telephonic reactions can be added in the personal file of each consumer too, that way you always have a clear view of the history of every customer, allowing you to target your customers based on the use of your product, or their history with your company.
* ATTENTION & KEEP IN TOUCH
Compared to other media, IM can trigger more interaction because of the very direct and personal approach. Because of the consumer’s awareness of the brand, and the fact he can re-read the message times and again, you have his undivided and unforced attention, which is the best possible position to have to begin your marketing of the product itself.
Direct, or interactive marketing is the ideal way to stay in touch with your clients on a long term basis. It allows you to transfer your message in a calm and well-prepared form, permitting your consumer to take the time needed to fully comprehend what you try to say.
* ACCOUNTABILITY
The economical atmosphere requires marketers to justify every cent they’ve spent. Management had the right to know what you are doing, and they want results of your actions. In fact, they probably needed the results yesterday. Company Execs need to know if ‘their’ communication is accurate. We, as marketeers, are the ones that are in the line of fire.
We need results. This is where interactive communication shows his biggest advantages compared to the classic media channels. The result of every DM-action can be precisely determined and measured, and entered in some processing software or database, making it instantly available to the other authorized staffmembers for verification.
* LESS COMMON PRODUCTS
There are some products that require a consumer to overcome an emotional or psychological threshold. E.g. when buying sexual oriented goods or convience goods related to some sort of disease. For this type of customers, a DM relation might be the answer to their problems, because they no longer need to leave their house and expose theirselves to ‘third-person’ interaction. (shopkeepers, cashiers, …)