One of the best forms of advertising, direct marketing is quite effective when the target consumer group is well defined. With this advertising medium, one can easily measure the response of the audience by incorporating pre-campaign and post-campaign analytics. According to procurement specialists at Technavio, buyers are looking to partner with service providers that offer customized and highly creative campaign designs to ensure better customer engagement and higher response rates.
Some of the major direct marketing channels are:
- Direct mail / email
- Telemarketing / SMS etc.
- Online marketing through websites and social media
- Flyers/ brochures/ coupons
The latest trends in the global direct marketing services market
- 3V advertising
Vertical videos views: 3V advertising made news when SnapChat launched it for millennials. This mode of direct advertising is built especially for mobile phones and is quite similar to television ads – just that it is on a smaller scale. 3V ads are regarded as a unique approach to advertising, will be able to demonstrate metrics for campaigns that are consistent with those seen across TV and digital space including mobile audience reach, frequency, demographic composition and gross rating points.
- Cross-device marketing
Cross-device marketing involves identifying and delivering specific content to defined group of audience across devices like desktop, laptop, mobile, tablet, and TV. The aim is to reach out to the same consumer through personalized messaging on multiple platforms. The basic premise on which cross-device marketing works is that just one device and one online touch point will not be helpful in reaching out to consumers. Thus, it is important that multiple devices are targeted in one go in order to have a greater impact on the target audience.
- Marketing automation
A buzz-word in direct marketing services, marketing automation is software that allows companies to streamline, automate, and measure marketing tasks and workflows. It enables increased operational efficiency and boosts revenue generation. With this technology. lead generation, lead scoring, customer lifecycle marketing, and marketing ROI can be easily measured.
Wunderman, Epsilon, and Rapp Worldwide are some of the major suppliers of direct marketing services.
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