Direct marketing is a system where once products are manufactured and ready for use they are availed directly to the user by using various marketing techniques that connect the consumer to the manufacturer’s goods and services directly. This means that sales are conducted directly between the producers and consumers without involving middlemen such as distributors, wholesalers, and retailers. It is a technique commonly used by most banks and electronic manufacturers by dealing with their customers directly.
Brands that make use of distribution channels target marketing communications towards retailers, distributors, and consumers, while direct marketing brands communicate directly with consumers. Direct marketing may use tools such as telemarketing, SMS, Email Marketing, Social Media marketing among other techniques. The most suitable of these methods will depend on the clients targeted, the information to be conveyed and the response the producer wishes to generate.
Direct marketing is categorized as one of the most cost-effective avenues and form of marketing. By using telemarketing services, direct mail, email marketing, as well as leaflets drops, the technique allows the producer to focus on clients with utmost accuracy compared to other marketing techniques.
Advantages of Direct Marketing
Indirect marketing involves a price rise due to a commission charged by the intermediaries. From the consumer’s point of view, direct marketing is advantageous in that it helps eliminate this price increase of the product or services that they are buying.
From the manufacturer’s point of view, Direct marketing gives them accurate and precise feedback about their products through customer reviews as they are interacting with the buyers directly and do not have to rely on information from retailers or any other type middlemen.
The aim of the direct marketing system is simple: Turn people into buyers through a chain of advertisements that grab their interest. It uses a simple, yet eye-catching scheme that inspires and compels the audience to take action.
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