什麼是直接行銷？

直接行銷是涉及企業與其最終用戶之間直接溝通的廣告形式。

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.

為什麼公司要使用直接行銷？

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.  

誰使用直接行銷？

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.

衡量直接行銷

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.

優化直接行銷

直接行銷的一個重要方面可能涉及在正確的時間向正確的消費者傳遞正確的訊息。 「號召性用語」可能會鼓勵客戶下訂單、造訪商店、瀏覽網站或要求更多有關產品的資訊。直接行銷活動可以透過電子郵件、傳真、郵政地址甚至行動電話到達目標客戶。其他通訊媒體可能涉及 Facebook 或 Twitter 等社群媒體網站、電話行銷和銷售點 (POS)。     

在直接行銷中使用大數據

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.

在地化直銷活動

由於明顯和微妙的因素，執行直接行銷活動可能具有挑戰性。微妙的挑戰可能包括文化差異、時區差異和語言障礙。過度接觸客戶可能會讓他們惱怒甚至具有攻擊性。透過電子郵件進行過度行銷可能會導致客戶將這些電子郵件歸檔為「垃圾郵件」。客戶可能認為電話行銷嚴重侵犯了他們的隱私。線上商店可以透過告知客戶其隱私權政策並允許他們選擇退出郵件清單或電話行銷活動來減輕客戶的隱私擔憂。