Direct marketing is, perhaps, one of the most important aspects of running any business where goods or services are being sold. If you are offering products or services, you want to see results. If done correctly, direct marketing will help you achieve that goal.
When you implement direct marketing, you are directly communicating with carefully targeted individuals. These are the people to whom you want to buy your products or services, and from whom you will receive the most business. If marketed correctly, your target consumers will realize that your products and services can best benefit them, and you will then begin building a loyal customer base.
The objective of direct marketing through communications with individual consumers is to obtain an immediate response and cultivate lasting customer relationships. It is usually carried out by telephone sales, usually in the form of telemarketing and telesales, and provides you direct contact with your potential customers. It can, however, also be carried out by direct mail, which includes: brochures, catalogs, and flyers, and by through direct-response broadcast advertising through television and radio, and infomercials and home shopping networks. First, customers often enjoy the convenience of direct marketing, as they do not have to battle traffic find a parking space in a over-crowded parking lot, or browse through crowded stores to find products that suit them. Instead, they can simply order their desired products through a catalog by using the telephone, or by shopping online without ever leaving the comforts of their own home. The requested products are then shipped directly to their homes, which is another sought-after convenience. Purchasing products through direct marketing channels is also private and easy, and does not involve a face-to-face interaction with a sales person. While some people prefer this face-to-face encounter, others find it easier and more convenient to shop without ever leaving the home.
It also provides convenience for the busy working men and women of today. Here, items can be bought on a lunch break online or from a catalog with time left over for actually eating lunch. This also allows businesses to offer a wider selection of products while making comparison shopping easier with greater access to alternative or competing products.
Finally, direct marketing can produce immediate results as goods can be purchased quickly and easily in the exact configuration desired. It saves time, allows companies to offer a broader selection, and be a lot of fun for both the buyer and seller.