Direct marketing

Direct marketing uses a variety of communication channels including mailshots, postcards, catalogs and inserts to directly target their focus prospects. Direct Marketing is distinguished from other marketing by its emphasis on measurable results (e.g. sales per 1000 contacts). For example, suppose a Dublin based pizza company sends out 10,000 flyers to a specific region of Dublin, offering a 2-for-1 deal on presentation of the flyer. Now say 400 customers turn up with the flyer. The marketer now knows that the response rate for this direct marketing campaign was 4%. But Direct Marketing can get even smarter than this; instead of sending out 10,000 of the exact same flyer, the marketer could send out 5000 flyers with two different designs – e.g. one with a Dublin flag and one with a picture of the Dublin spire. Now say 250 customers turn up with the ‘flag’ flyer, and only 150 turn up with the ‘spire’ flyer. The marketer now has even better information on which to proceed with subsequent campaigns. Online advertising through facilitators such as Google ad campaigns provide the ultimate in Direct Marketing opportunities. This type of advertising is revolutionizing the adverting world – never before has a seller been able to get so close to his customer for such a low cost. In fact, there are several companies springing up who are solely dedicated to helping companies with their online advertising. Last week, my Golden Pages was dropped off at the end of my driveway. It was still there this morning, abandoned and soaking wet after a weekend of typical Dublin weather - I can’t even remember the last time I flipped open a phone book. Nowadays, when I am searching for information my instinct is to go straight to the Internet to find whatever I need.