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[N286]No Bs Direct Marketing

by Southern Sun Southern Sun, Sou

Then and Now
Before we take a look at what has come out of this school of thought let’s take a closer look at the concept of traditional direct marketing:
Its characteristics include unsolicited offers, a disregard for privacy, low conversion rates and general consumer apathy. Sending messages directly to customers by employing methods like telemarketing, direct mail and email was just the way things were done but as time wore on consumers started to grow disillusioned with the enormous amounts of spam/junk mail they we receiving. It is for this reason that most, previously acceptable, direct marketing tactics are being made illegal across the globe.
The move today is towards what has become termed, Permission Based Marketing. Built on features which include consumer commitment, one to one targeting, transparency and high conversion rates this opt-in form of marketing is definitely proving its worth.

Permission Based Marketing
Consumers are savvy, fiercely protective of their personal information, weary of the overload of information available to them and time starved to say the very least. So, how does permission based marketing fit into this fast changing landscape? Take a look at permission based marketing’s main features to gain a deeper insight into why this form of marketing is so much more relevant today that direct marketing can be.

Opting-In
In the times of traditional direct marketing the key phrase was “opt-out". With permission based marketing it is all about opting-in. In direct marketing the communication is unsolicited and often unwelcome which is why response rates tend to be so low. The cornerstone to permission based marketing is that customers give their explicit consent to receive communication before it is sent to them. A customer that has requested to receive your information is far more valuable than one that has no interest in what you are marketing. "The first rule of permission marketing is that it's based on selfishness," Godin says.

"Consumers will grant a company permission to communicate only if they know what's in it for them." If a customer is going to give you access to their personal (and highly guarded information) you’d better be able to offer them something that another company can’t. Customers are most likely to participate because there is something highly desirable in it for them: ideal product match, perfect service solution, enhanced service, better price … a change for the better.

Committed Consumers
Consumer commitment is a key feature of permission based marketing, customers are not just simply being exposed to messages they are expected to engage. The time investment made by the consumer to provide information about themselves before they even receive any communication is exceptionally valuable as it allows personalised and relevant communication to be delivered to them as well as founds a relationship.

High Conversions
Where as conversion rates tend to be quite low in traditional direct marketing the converse is true for permission based marketing. As the consumer has already actively made the decision to receive information about a product the chance of a conversion is quite high. What’s really great about permission based marketing is that you will already know quite a bit about the customer which will enable you to tailor make offers.

Updated Databases
Thanks to the Internet consumer information can be easily gathered and updated. This allows marketers to personalise each and every offering to what their possible customers are looking for or are interested in at that very moment. If you want insurance you want it now – not in six months time.

Permission based marketing tactics are clearly the way forward in both the minds of consumers and companies across the globe.

Direct marketing can be an extremely powerful tool. It can serve an array of different marketing purposes and can provide a powerful call to action. Building a direct marketing network can offer many advantages. It gives businesses the opportunity to identify and reach out to potential consumers while maintaining a strong relationship with currently existing customers. A direct marketing network is an essential building block in the infrastructure of direct selling. It can be an effective tool that can be used by businesses of all sizes.

A direct marketing network should target specific demographics of existing or potential consumers. In order to build this network, businesses need to identify their core consumer groups. The circle of influence cast by the shadow of direct marketing networks should be large enough to cover existing and potential consumers without being exceedingly expensive. A direct marketing network should not include demographics that stray too far from that of the potential consumer.

Direct marketing relies on targeting the correct consumer. The adage “less is more” applies here. Direct marketing networks are designed to target a smaller group of consumers who are more likely to purchase your product or service. Direct selling can be used to grow a market and create demand but it should not be used as such as it is not as cost effective as other marketing tools in this area.

Once you have identified your consumer, you could consult a consumer list before crafting your message. Consumer lists usually contain the residential address and telephone numbers of consumers. Using these lists allows you to calculate the amount of consumers you may want to reach out to. Understanding consumer behavior is a valuable tool that can give you an edge in your industry. By marrying this understanding with the substantial resources of consumer lists, you produce a direct selling network with great potential.

For some businesses, it can be difficult to ascertain the type of consumers that they should target. This process becomes increasingly difficult when the direct selling budget is low and the potential range of consumers is high. To avert this problem, you may want to consider getting the consumer list first.

Businesses that have minimal information on the consumer landscape would best be served by a simple consumer list. A consumer list can provide strong indications on how big a campaign you may have to plan for maximum effectiveness. This information is especially pertinent for small and medium sized enterprises that have smaller direct selling budgets. The potential size of the market is an important consideration in formulating a direct selling campaign. It is important to pace your efforts accordingly.

Ignorance of your consumer base can be catastrophic. This ignorance can create a myriad of problems for your direct selling campaign. You could possibly target the wrong type of consumer or the duration of your direct selling campaign might be insufficient. If you target too wide a demographic, you lose financial stamina before you are able to fulfill your campaign objectives. Targeting too small a demographic may result in a higher cost-per thousand (CPM) rating.

An exemplary direct selling network is able to find a ‘Goldilocks-like' range of consumers; a sample size that is not too big or too small. The next time you plan your direct selling campaign, take a cue from these networks and conduct the appropriate research first.

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About Author

Both Southern Sun Southern Sun & Chris Burns are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Southern Sun Southern Sun has sinced written about articles on various topics from Adventure Travel, Health and Christmas Gifts. is the largest dedicated opt-in lead generation website in South Africa. It uses permission based marketing techniques and incentives to supply real–time qualified leads to South African compani. Southern Sun Southern Sun's top article generates over 301000 views. to your Favourites.

Chris Burns has sinced written about articles on various topics from Business Credit Cards, Direct Marketing and Business Loans. Chris Burns is an authority on mailing list services providing valuable advice at where you can learn more about. Chris Burns's top article generates over 12100 views. to your Favourites.