CMDC Media Digest, 2015-2016
DIRECT MARKETING Direct marketing encompasses any marketing technique that affords marketers the opportunity to communicate in a targeted or personalized way with a potential customer We often speak in terms of traditional and digital but the fact is today there is a proliferation of tools to help marketers do their job effectively and efficiently DM is channel agnostic provides a unique call to action and provides measureable results Not that long ago direct marketing was limited to traditional channels like television and direct mail but in recent years a host of new non print direct marketing options have chipped away at traditional DM Email websites social media search engine marketing and mobile channels all pose threats to print Offline online below the line above the line as long as the media channel is used to deliver a relevant message to a specific customer it is considered direct marketing The real benefit of direct marketing is that it is an interactive system of marketing that uses one or more advertising media to affect a measureable response and or transaction It is this notion of one to one communication between the marketer and the prospect that distinguishes it from other types of marketing DM makes an offer and asks for a response and by developing a history of offers and responses direct marketers gain knowledge of their customers resulting in more effective targeting At a time when marketers are increasingly pressured for driving value and profits measurability is imperative Direct marketers can measure the response to any offer Measurability allows marketers to test a variety of lists offers media virtually any aspect of a campaign in order to allocate marketing resources to the most effective combination of channels DM allows the marketer to track measure analyze and optimize their campaign At a time when ROI is king and we are held accountable for improved KPIs DM is a quantifiable tool and important element to advertising campaigns Sue Alexander Ash Managing Director Maxus 153 Media Channels CANADIAN MEDIA DIRECTORS COUNCIL
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