Is it Direct Mail or Direct Marketing, well that's the question?
If we consult a marketing textbook, we find that Direct Marketing is direct mass communication between buyer and seller and Direct Mail uses the services provided by the US Postal Service as the medium to communicate between buyer and seller. Well that was easy.
At one time it was only the Post Office that could deliver a message to the intended purchaser.
Today there are more options: e-mail, keywords and even the infamous infomercial that changed the course of mighty rivers and bent steely minds with the marketers' hand!
Whatever your pleasure, it's about "direct response" and to get it you always need to keep Marketing in MindSM.
This means when designing a direct mail piece, e-mail creative, keyword search or a TV infomercial, your big idea must motivate the target market to make the call (or click). You've got to make them purchase the product and service they need and you want to sell! By clearly communicating the features and benefits of the product or service-truly engaging the target market-- you are reinforcing the basic principle of promotion: keeping marketing in mind. This way you reach your sales goals, not your agency's goal--winning awards!
Over the years, Direct Marketing has been the stepchild of the promotional mix. This is often a mistake, especially in today's fragmented media environment.
However, if we treat direct marketing in the same way we treat the other marketing tactics, the chances for a successful campaign will most definitely be maximized!
And remember, to fully succeed you should always have Marketing in Mind!
This is Dr. John Tantillo, the marketing doctor thanking you for stopping by and inviting you to make marketing your business priority.
To have Dr. John Tantillo speak at your next meeting, feel free to contact him @ 212 679 5700 (ext 11).
Dr. John Tantillo is a behaviorally trained applied research psychologist who is internationally recognized for his expertise at diagnosing the real factors that impact target markets. His basic principles of using psychology as a catalyst to effective marketing-find out what people want and deliver it to them.