Direct marketing: reach a specific audience much more efficiently

Perhaps you have already been impacted by direct marketing without even knowing that this is the name given to this form of advertising.

This is because direct marketing is one of the oldest forms of selling that exists. It involves selling directly to a specific buyer.

In other words, if indirect marketing, such as a billboard, impacts thousands of people on a highway, direct marketing knocks on the door of those who have the potential to buy a product.

In this article, you will understand more about how this form of marketing works, which is still quite effective.

What is direct marketing?

Direct marketing is a way of selling directly to a specific customer. In other words, these are the calls we receive every day offering cell phone plans, banking services, etc.

So, understand that the telephone operators who contact us know exactly who we are, they know our name, our details and they are looking for us to offer a service that might be of interest to us.

After all, no telemarketer calls your home wanting to speak to just anyone, they always look for the owner of the line and the data registered in the system.

All other forms of direct marketing work in the same way. These are ways of making sales by offering products directly to the potential buyer. That is, in a personalized way and offering products or services that are compatible with the preferences of the target of this marketing.

Types of direct marketing

Just as there are dozens of ways to do indirect marketing, there are many ways to impact your audience with a personalized approach, uniquely for each buyer. Some examples of direct marketing are:

Telemarketing

The aforementioned telemarketing is one of the clearest and most classic examples of how direct marketing works.

After all, these telephone companies are responsible for handling a large volume of registration data and transforming it into potential sales, offering solutions that are interesting and tempting for the consumer on the other end of the line.

E-mail marketing

And of course, digital marketing would not be left out of this way of generating sales! Thanks to Landing Pages and registration pages, today it is possible to have the email, birthday, phone number, sex and gender, age and any other information of your potential customers.

With this in hand, it is more than possible to create campaigns specifically targeted at your audience, generating exclusive discounts on products that are desired by specific people among your leads.

An example of this is birthday email marketing. So, during the month of your customer’s birthday celebration, you can send an email offering personalized offers, gifts and coupons!

Direct sales (cosmetics)

This form of sales was once a craze and is still popular among those seeking a second source of income. Who has never bought or seen an aunt buy cosmetics from a catalog?

Those saleswomen who went from house to house offering creams and perfumes, perhaps didn't even know it, but they were working with the logic of direct marketing.

After all, sometimes they would call to let you know that a product or another that a customer was waiting for had arrived at the store! What could be more personal than this close contact that cosmetics saleswomen have with their customers?

cupons

Exclusive discount coupons operate in a very similar way to other forms of direct marketing. Have you noticed that many pharmacies offer discounts when you provide your information to the attendants?

Thanks to the computation of your data, the system is able to identify your recurring purchases, your brand preferences and, sometimes, generate tempting promotions on those products that you are predisposed to buy.

Benefits of Direct Marketing

Although this type of marketing requires good organization and cataloging of customer data, it can be very effective.

After all, by targeting a specific customer instead of several, you have a better chance of understanding that buyer's pain points and making proposals that are compatible with their needs.

More qualified customer willing to buy

By targeting a specific customer, you are offering a product that they are already used to, very familiar with or predisposed to like.

Therefore, the process of warming up this lead is much shorter and the time it will take you to make a sale is much shorter.

Lower CAC

Another advantage of applying direct marketing is reducing the cost of acquiring a customer. This is because a buyer who is still unfamiliar with your brand needs to go through many steps before trusting your product and making a purchase.

And therefore, the advertising costs to reach it increase as you need to take more and more actions to reach this audience that doesn't yet know you.

Custom Message

By knowing your customer and having their data at hand, you can take action to bring them back to make a new sale through personalized messages.

Many stores send emails showing an item of clothing that has already been purchased and suggesting similar options within the store.

Do you want to make direct marketing happen in your company? Talk to Beatz.

Here, our team is trained to weave strategies to reach your audience wherever they are.

And for more tips like this, follow Beatz on social media. We're on Instagram, Facebook, YouTube, Spotify e LinkedIn.