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Direct Marketing - Not Just a Buzz Word
Published on 8th February, 2011 01:53pm

Direct Marketing has become such a 'buzz word' in today's online society that it's easy sometimes to lose sense of its true meaning and, in some cases, can even be confused with 'Spam Marketing'.

In the physical world, Direct Marketing can mean any type of advertising that is driven straight at your target market. Therefore, take television and radio out of the equation and think towards leafleting and sending promotional letters directly to people who you know are likely to have an interest in your products or services.
To adopt these principles in your online business can be seen as a much better alternative, simply because of the reduced costs involved. To target your online customers means not having to purchase stationery or incurring significant postage costs.

Obviously, with the rules governing the use of ‘Spam’, direct marketing doesn’t allow you to send a hopeful online mailshot to those who you feel may be interested in your website. If you were to get away this practise, the recipient is unlikely to thank you for it and your communication may well end up in their ‘Junk’ folder in any case. To start with, direct marketing requires you to a build up a list of subscribers to your website and obviously, the first thing to do is to make sure you have a facility on your site that let’s users subscribe and give you their e-mail address.
Once this is implemented, you need to keep those subscribers involved, so send out regular communications. A general newsletter is fine to begin with and keeps your readers ‘in the loop’.

In time, as you begin to understand the individual needs of your subscriber base, you can send out targeted offers and promotions to those who you feel certain will be most interested in those particular deals and this is where direct marketing comes into its own.
In addition, the implementation of Artificial Intelligence on a website can analyse data regarding your individual subscriber’s past purchases and their interests and gives you the information required to make an informed decision about who to contact with a specific offer.

Freelance SEO Bristol have many years experience with regard to the successful use of direct marketing so please contact us to discuss your requirements further.  

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