Disadvantages Of Direct Marketing
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You can obtain detailed information about how customers use your website or respond to your advertising. In addition to that presence on the Internet can help the improvement of the organization from any provincial market across the nation and overall commercial centers simultaneously, giving practically boundless development openings. If your customer database is linked to your website, then whenever someone visits the site, you can greet them with targeted offers.
The more they buy from you, the more you can refine your customer profile and market effectively to them. By getting involved with social media and managing it carefully, you can build customer loyalty and create a reputation for being easy to engage with. Digital marketing lets you create engaging campaigns using content marketing tactics. This content images, videos, articles can gain social currency — being passed from user to user and becoming viral. If you have a website, then your customers are only ever a few clicks away from making a purchase.
Unlike other media which require people to get up and make a phone call, or go to a shop, digital marketing can be seamless and immediate. Before you start working on the digital marketing area, you should know about its limitations also. Otherwise, you may regret afterward. So, before you work on digital marketing, there are limitations in Digital Marketing. You will need to ensure that your staff has the right knowledge and expertise to carry out digital marketing with success. Tasks such as optimizing online advertising campaigns and creating marketing content can take up a lot of time. While you can reach a global audience with digital marketing, you are also up against the global competition.
It can be a challenge to stand out against competitors and to grab attention among the many messages aimed at consumers online. Any negative feedback or criticism of your brand are can be visible to your audience through social media and review websites. Carrying out effective customer service online can be challenging. Negative comments or failure to respond effectively can damage your brand reputation. There are a number of legal considerations around collecting and using customer data for digital marketing purposes.
Today, direct marketing overlaps heavily with digital marketing, as marketers rely on email and, increasingly, mobile communications to reach and interact with consumers. The purpose of direct marketing is to reach and appeal directly to individual consumers and to use information about them to offer products, services and offers that are most relevant to them and their needs. Direct marketing can be designed to support any stage of the AIDA model, from building awareness to generating interest, desire, and action. Direct marketing, particularly email, also plays a strong role in post-purchase interaction. Email is commonly used to confirm orders, send receipts or warrantees, solicit feedback through surveys, ask customers to post a social media recommendation, and propose new offers.
The effectiveness of direct marketing activity depends on marketers using databases to capture the information of target customers and the use of this information to extend ever-more-personalized offers and information to consumers. When a person moves or makes a significant purchase like a car or a home, these details become part of the criteria marketers use to identify who will be a good target for their products or services. With electronic media, the information flow about consumers opens the floodgates: marketing databases capture when a consumer opens an email message and clicks on a link.
Mobile marketing adds another dimension of personalization in direct-to-consumer communications. It allows marketers to incorporate location-sensitive and even activity-specific information into marketing communications and offers. When marketers know you are playing a video game at a mall, thanks to your helpful smart phone, they can send you timing-, location- and activity-specific offers and messages. How does this work in practice?
Moving into the digital world, virtually any time you share an email address with an organization, it becomes part of a database to be used for future marketing. As you continue to engage with the company, your behavior and any other information you share becomes part of the database record the company uses to segment and target you with offers it thinks will interest you. Similarly, marketers use SMS text for marketing purposes, and direct marketing activity takes place in mobile apps, games, and Web sites.
All of these tools use the data-rich mobile environment to capture information about consumers and turn it into productive marketing opportunities. QR codes, another direct-to-consumer mobile marketing tool, enable consumers to scan an image with a mobile phone that takes them to a Web site where they receive special information or offers. A great illustration of how companies use consumer information for direct marketing purposes comes from a New York Times article that interviewed Andrew Pole, who conducts marketing analytics for the retailer Target. Target has a baby registry, and Pole started there, observing how shopping habits changed as a woman approached her due date, which women on the registry had willingly disclosed.
He ran test after test, analyzing the data, and before long some useful patterns emerged. Lotions, for example. Another analyst noted that sometime in the first twenty weeks, pregnant women loaded up on supplements like calcium, magnesium, and zinc. Many shoppers purchase soap and cotton balls, but when someone suddenly starts buying lots of scent-free soap and extra-big bags of cotton balls, in addition to hand sanitizers and washcloths, it signals they could be getting close to their delivery date. More important, he could also estimate her due date to within a small window, so Target could send coupons timed to very specific stages of her pregnancy.
One Target employee I spoke to provided a hypothetical example. Take a fictional Target shopper named Jenny Ward, who is twenty-three, lives in Atlanta, and in March bought cocoa-butter lotion, a purse large enough to double as a diaper bag, zinc and magnesium supplements, and a bright blue rug. They know that if she receives a coupon via e-mail, it will most likely cue her to buy online. They know that if she receives an ad in the mail on Friday, she frequently uses it on a weekend trip to the store.
The article goes on to tell the well-documented story of an outraged father who went into his local Target to complain about the mailer his teenage daughter received from Target featuring coupons for infant clothing and baby furniture. He accused Target of encouraging is daughter to get pregnant. The customer-service employee he spoke with was apologetic but knew nothing about the mailer.
