Putting Promotion in Motion
Where do direct marketing efforts stand during a recession? Surprisingly, the increase of marketing efforts can clearly be seen, even though marketers have been struggling. In light of the rough economic times, some companies may be putting their direct marketing efforts on the backburner. While pushing this segment aside is a questionable approach, it’s still best for most companies to incorporate multiple methods in their marketing mix. Like any other investment, you should accurately monitor its performance for the most effective use.
Why Direct Marketing?
Experts predict that with every $1 spent on a direct marketing, companies can expect a return of about $11. Be doing your research and targeting the right consumers, companies may see excellent business from their investment. When you first hear about direct marketing, telemarketing may be the first thing that comes to mind. In fact, other effective forms of direct marketing includes: direct mail, coupons, emails, infomercials, and a combination of all of the above. With a wide variety of advertising channels, marketers have the choice of utilizing a method that best suits their needs.
Change Your Approach
If you continue your marketing efforts as scheduled, it may pay off to change your approach. During Christmastime, my email inbox gets loaded with offers. Most of the time, these pesky email blasts go straight in the trash. As one spectator pointed out, it helps to help consumers. Why not differentiate by informing them about something they’re interested in or helping them out with a problem? In a way, your smaller budget is a positive asset as it forces you to be more creative with your marketing plan. As the holidays come and the year draws to a close, it’s the best time to think of your strategy for 2010.
