什么是直复营销？

直销是一种涉及企业与其最终用户客户之间的直接沟通的广告形式。

Direct marketing may use various techniques, such as phone calls, text messages, promotional emails, interactive websites, online ads, and promotional letters. Direct marketing may help gather real-time customer feedback.

为什么公司要使用直接营销？

Marketing messages may directly address consumer choices and consumer demand. These messages enable companies to have direct contact with their target market. Direct marketing is also known as a “call to action” (CTA), as advertisers prompt their target audience to act, be it to buy their product or click on the link embedded in a pop-up ad. Direct marketing may allow firms to effectively track consumer responses to their products and ads.  

谁使用直接营销？

Many types of businesses all over the world utilize direct marketing.  Well-executed direct marketing campaigns may provide companies with a keen insight into the preferences of their consumer base. The benefits of successful direct marketing initiatives may be directly measurable through subsequent increases in sales.

衡量直接营销

The quantifiable metric of direct marketing is known as the consumer “response rate.” Advancements in technology and consumers’ increasing use of the Internet may render it convenient for managers and researchers to measure and quantify the results of a direct marketing campaign.  Companies with small marketing budgets may hire direct advertising experts to help them reach their target market segment.

优化直接营销

直销的一个重要方面可能涉及在正确的时间向正确的消费者传递正确的信息。“行动号召”可能会鼓励客户下订单、访问商店、浏览网站或索取有关产品的更多信息。直销活动可能通过电子邮件、传真、邮政地址甚至手机联系目标客户。其他通信媒体可能涉及社交媒体网站（例如 Facebook 或 Twitter）、电话营销和销售点 (POS)。     

大数据在直复营销中的应用

Globalization may require a firm to employ dynamic marketing strategies. Emails, online web stores, and telemarketing may help a firm interact with its target international market segment. Online stores can allow buyers and sellers to easily interact via emails and inquiry forms.  Many web exchange platforms retain their customers’ contact data and use it send them unique business offers. This may be an effective way for a business to interact with its international consumers.

本地化直接营销活动

执行直接营销活动可能具有挑战性，因为存在明显和微妙的因素。微妙的挑战可能包括文化差异、时区差异和语言障碍。过多地联系客户可能会让他们恼怒甚至产生攻击性。过多的电子邮件营销可能会导致客户将这些电子邮件归类为“垃圾邮件”。客户可能认为电话营销是一种繁琐的侵犯隐私行为。在线商店可以通过告知客户隐私政策并允许他们选择退出邮件列表或电话营销活动来缓解客户的隐私担忧。