How direct marketing principles apply to digital marketing is that both cover traditional marketing areas by providing the same method of communicating with the consumer. Marketing using digital media is now a concept of supporting the “servicing” and “engagement” of customers by digital means.
Direct marketing reaches consumers without using traditional channels of advertising such as television, newspapers or radio. Instead communication with the consumer is accomplished using fliers, catalog distribution, promotional letters, and street advertising. For the best response, personalize your marketing message for the intended audience. Use different versions of the same direct mail campaign to segment your message by audience. The response rate will be better using a relevant message for your intended audience.
Marketing direct is sending a consumer message directly to consumers without any commercial communication media. A request for action provides a way for consumer response tracking that is mainly used by small to medium enterprises that have a limited advertising budget.
Marketing digitally is promoting products, services and brands using all forms of digital distribution channels and advertising. This includes television, radio, Internet, mobile, or any form of digital media to reach a consumer in a personal, timely and cost-effective manner that is relevant to that person as a potential buyer. It also includes short message service (SMS), multimedia messaging service (MMS), display and banner ads as well as digital outdoor.
When digital pull technology is used, a user seeks content and then selects (pulls) the content directly by performing a search of the Web. When viewing Web site blog content, as well as video or audio streaming media, users click on a specified link (URL). Requests are opt-in, so there is an unlimited content size. There is advanced technology required for store and display static content, however it is not required when sending static content.
Digital push marketing is in the form of email, SMS and RSS. A marketer sends or pushes a message to a subscriber for messages being received. Pulling RSS content periodically (polling) is simulating a push. Push marketing has faster and consistent delivery as well as better targeting with each content request allowing marketers to see information such as user names in addition to demographic data.
Downloads of brochures or fliers is another way how direct marketing principles apply to digital marketing for a campaign. Successful marketing with digital media uses many channels in campaigns. Potential customers have special offers sent to them in an email that includes the number of a cell phone. A text message (SMS) special offer follow up is sent days later. Email campaigns can use both pull and push message technologies including banner ads or links for content download.
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