5 Ways Mobile Direct Marketing Differs From Traditional Direct Marketing

Mobile direct marketing is more powerful than a locomotive, able to leap tall buildings in a single bound and has response rates that will blow your socks off. Here’s how mobile direct marketing differs from traditional direct marketing.

1. A mobile direct marketing campaign is a piece of cake to implement. However, while traditional direct marketing can start with simply buying a list of prospects or buyers for your product or service, mobile is 100% opt-in. You cannot buy a list of mobile phone numbers and blast out your message.

2. While traditional marketing typically starts with a list, an SMS marketing campaign starts with a campaign offering something your target audience would find valuable. This could be updates about your product or service, alerts or a coupon giving purchasers a discount.

There are a number of ways to publicize the existence of your campaign; many simply are integrated with traditional advertising channels with a call to action to text a keyword to a short code. Acting on your call to action, your SMS message requires the person to opt-in to your database in order to take advantage of your offer. This is the basis of SMS marketing and how your mobile list is built.

3. Mobile direct marketing is both efficient and eco-friendly. Traditionally, a company would spend money having flyers or mailers printed only to have 90%+ travel directly from the mailbox to the trash can.

Since a mobile list is built with opt-ins, any marketing message subsequently sent is to people who have requested information on your product or service. In many cases, the consumer is actively waiting to hear from you. And, of course, since marketing messages are delivered via text messaging in most cases, there are no design, printing or mailing costs.

With regard to coupons, how many times have you been at the checkout counter rummaging through your pockets or purse for that coupon you just know you have? Since a mobile coupon lives in a mobile device that is usually never more than three feet away from its owner, it’s kind of hard to misplace.

4. One of the biggest differences between traditional marketing and mobile direct marketing is the conversion rate. Usually if a direct marketing campaign gets better than a tenth of one percent conversion rate, it’s cause to break out the pizza and beer. It is not unusual for a mobile SMS campaign to have a 20% conversion rate.

5. Traditional marketing campaigns can put a web address in print, on TV or mention it on the radio as well as on many other advertising channels. However, there is a time lag between the consumer receiving the message and their ability to take the next step. More times than not, the initial message is forgotten or never acted upon.

A mobile direct marketing campaign, by contrast, provides the means for the SMS advertising recipient to immediately take action and respond to the message. With this ability, response rates are much higher.

Analyze This – Why Using Analytics With Direct Marketing is a Smart Idea

Does your company gamble with your direct marketing strategy? Do you have any idea if you are connecting with the right customers or is it all a crap shoot? If you are not sure exactly how your direct marketing idea is working, implement an analytics program.

Web analytics requires a long view providing a memory of how your site performed on a given day. Precise, proficient analysis of your web presence is essential to be competitive in your specific market. The association between your website and a search engine must be measured and re-measured against strategic performance indicators. Direct marketing benefits from using this tool.

Web analytics is the process of tracking and improving the measurable results of any website marketing program. The idea is for analytics in helping to understand where traffic comes from, where they go, and more importantly the company’s return on investment (ROI). Otherwise you are simply wasting your money.

The Getaway Bed and Breakfast is a perfect example of how to use analytics to direct their marketing in the most efficient way. At first the idea of spending a lot of time going over even more reports was crushing to the management of the organization. Unfortunately for The Getaway, previous marketing campaigns had lukewarm results at best. Something needed to be done.

Their direct marketing was based on informing all and sundry about the amazing amenities and plentiful services the B&B had to offer. That type of marketing only succeeded in information overload. Instead of concentrating their advertising efforts on one or two areas at a time drawing in the most reservations, The Getaway tossed it all in the air hoping something would come up a winner.

After instigating a proper web analytics program, management found that the web page visited most frequently concerned romantic weekend packages. Repeat visitors were more apt to be from the northeast. Keyword searches were practically non-existent indicating they were choosing the wrong ones. Click-through rates were a shocking.08%. All this information and a lot more confirmed that the direct marketing The Getaway was using was ineffectual. They needed new ideas.

By combining testing and analytics, The Getaway was eventually triumphant in seeing a profitable return on investment with their new direct marketing ideas. They were no longer gambling with their marketing budget but instead using every cent wisely.

When it comes to implementing a marketing campaign or strategy, marketers want to know if the websites being used are attracting visitors and whether or not the investment is paying off. With web analytics, you can identify website trends and direct your marketing ideas with the right course of action. You will also understand how visitors interact with your website. You can identify the navigational bottlenecks that prevent visitors from completing your conversion goals.
Successful analytics happens only with careful planning, timely execution, persistent monitoring, and ongoing improvement of the results you achieve.

Next time you set up a website, remember not to gamble your company’s future business like you would a game of chance. Guarantee yourself a win by using analytics software.

Direct Marketing – Key Reasons For Its Success

Perhaps you already have heard about direct marketing but have you fully grasped the meaning and the purpose of it? If not then, read on. Direct marketing is actually a sub-discipline of marketing wherein marketing agencies try to disseminate messages with commercial objectives, directly to costumers without the need to use any intervening media. It is being carried out through direct mail, e-mail or telemarketing. Needless to say, it has become a booming industry nowadays as more and more marketers are engaging themselves to it. Exactly how this had happened?

1. It involves a certain form of measurable response variable irrespective of what medium was employed. This is one of the key advantages of direct marketing and most likely the main reason for its success. With direct marketing hundreds and thousands of customers can be monitored as they happen to respond to promotions sent to them via email, mail or telemarketing. The measure of response is dependent upon how effective are the solicitations made and sent by marketers. The ability to measure campaigns is exactly what sets direct marketing apart from other forms thus, it is a success.

2. The design and format of direct mails come in wide-varieties. One of the many formats commonly used is catalogs. These are multi-page bound promotions containing selected products for sale being mailed to a prospect customer. There are also other formats of mail like single sheets and envelop mails.

3. It offers convenience in locating favored merchant’s sale. The current practice of direct marketing involves alerting people of the merchant’s sales and events through mails. Through this buyers are able to get firsthand information regarding special discounts, freebies among others right from their favorite merchants.

4. It can be easily be personalized and custom-tailored to client’s needs. The fact that direct marketing can easily be personalized, allows the mails received by clients to be custom-tailored according to their specific needs. This personalization can take the form of imagery or personal data which includes the name and address.

5. It can be optimized. Direct mail marketing not only can be personalized but it can also be optimized in order to send these mails the best in timing possible, design, writing and among many other factors. With the use of database analysis alongside the aid of computing and communications technology, direct marketing is indeed more targeted and has potentially resulted in increase response rates.

Direct Marketing and the Human Factor

As I roamed from room to room this morning opening my curtains to another glorious day, I realized that it was going to be another one of “those” days. You know the ones I am talking about, where the mind would rather be sitting on a beach, taking a hike in the mountains or fishing on a cool inland lake instead of where it should be: working on creating an article everyone wants to talk about.

I flipped open my computer screen, took a sip of coffee and looked at the rainy scene out of my window. No inspiration there: although my garden does need a bit of work. Speaking of work, as I scan through my overnight batch of emails something catches my eye.

In an article on The Digital Nirvana guest contributor Julie Sullivan talks about her thoughts on the true meaning of direct marketing. Aha! That is something near and dear to my heart. Thank you Julie!

She wonders why marketers and advertisers only see direct mail as the advertising tool being used to describe what direct marketing is. Not to dismiss the abilities of a good direct mail campaign (I happen to think it is important) but most advertisers shudder at the thought of using direct mail. They would rather spend advertising dollars on other forms of marketing. While I will not go into the benefits of using direct mail here, I will say that marketers need to realize that all advertising effort is, in actuality, direct marketing.

As Julie states, direct marketing really has two main principles:
1. Engage in a one-to-one dialogue with your target audience
2. Require your target audience to take some sort of action-call, click, move, you name it.

Think about that for a moment. It does not matter what form it takes or what mediums are used to advertise a message, ALL advertising is direct marketing. Each message is directed to a targeted audience hoping they will take notice of the offer. Once that happens the advertising goal is to take that call-to-action. Otherwise what is the point of advertising to begin with?

Marketers and advertisers should begin to embrace the idea of direct marketing in all its forms instead of sticking their collective noses up in the air. Sorry guys but study after study proves that people want to be treated as human beings with thoughts, feelings and desires (point one above) instead of being treated as a number on a profit and loss sheet. When a business acknowledges that fact and show it, they have taken that first important step toward the ultimate goal (point two above).

Marketers spend a lot of time and money researching what draws people into noticing an advertisement. Sounds, colors, movement, social values, analytics, jingles, catch phrases et al are tested and reviewed over and over again. If there was no value in attracting the notice of the public (direct) to put across a message (marketing) then why would any organization bother to begin with?

It is time for the advertising world to stop dismissing the idea of direct marketing as something old and past its prime. Instead see it as a time tested method that will always be in demand. Unless and until technology does the thinking and purchasing for us, never forget the human factor.