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http://www.problemio.comIn this video, I explain what is direct marketing, and how to direct marketing to take advantage of its strengths. Direct marketing is a great methodology which gives me a chance to tie in many of the marketing themes about which I have been writing and creating videos.
Direct marketing has been around over one hundred years. I view it as a methodology and a philosophy rather than a concrete strategy. Whatever your particular marketing technique may be, what defines direct marketing is when you go right to the consumer with your marketing. That is why it is called direct marketing - because you go directly to the consumer, and measure their response and engagement rate.
The powerful thing about going directly to the consumer is that everything can be measured. Sometimes direct marketing is called direct response marketing because you are able to measure the response and engagement rate of the people to whom you are marketing.
Once you are able to measure the results of your direct marketing efforts, you are able use direct marketing strategies to understand and improve the effectiveness of your overall marketing efforts by being able to calculate the cost to acquire each customer. That is really powerful because you can also calculate the lifetime value of a customer. And knowing those two numbers makes for an extremely powerful combination.
When you are doing direct marketing, it is extremely important that you use web analytics to measure and understand the results of your direct marketing efforts. Additionally, you should be using AB testing to make sure that you are getting the most out of each direct marketing effort you have.
To sum up, the core concept behind direct marketing is that you should always be able to measure everything you do. That will help your marketing be more scientific. Measuring results will help you take out the guessing out of your overall strategy and decrease overall risks in your marketing efforts.
Even if you are not necessarily doing direct marketing, try to borrow the core concept of direct marketing, which is measuring and tracking everything, and use that concept in your marketing efforts.
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