Most people think they know what direct response marketing is all about. When you say the words ‘direct marketing’, most people don’t even heard the word marketing. Instead, they hear the word mail, as in direct mail, junk mail, or just plain old mail marketing. But direct marketing is much more than the tangible material used to make the marketing piece. It’s a way of marketing that’s measurable, accountable, and trackable.
Direct mail has been the workhorse of the marketing world since Montgomery Ward launched its first catalog in 1872. Back then, the idea of offering a world of goods through the U.S. Postal Service was revolutionary. To our farm dwelling ancestors, for whom shopping was a three-day trip with wooden cart and horse over rough terrain, ordering coal burning stoves, ice boxes, dresses and harnesses through the Montgomery Ward, Sears, and other catalogs was a blessing.
What helped the start of the direct mail industry? The U.S. Postal system, with its ability to reach nearly anyone, anywhere, was the catalyst for the direct mail surge. The growth of mass-produced items, America’s rapid expansion and reconstruction period after the Civil War also helped fuel the rising middle class and their appetite for newer, better and more fashionable things.
Direct mail continues to rise in prominence, supported by the famous catalogs. Direct response print ads soon joined the world of direct response. Print ads captured the imagination, attention and wallets of people for decades. Direct mail letters, with their classic Johnson boxes, postscripts, and multiple inserts also made their debut in the 20th century, followed by the ubiquitous donation requests and credit card offers of the 1980′s and 1990′s. Direct response television, in the form of infomercials and commercials for products, added demonstrations of products to the direct marketing world. With the advent of cable and satellite television, channels solely devoted to direct marketing products, such as HSN (Home Shopping Network), QVC and others bring beautiful, useful products into our homes and follow all the basics of direct response marketing.
Today, the growth is online. Although initially getting a bad rap thanks to spammers worldwide who send us such gems as advertisements for medications, drugs, and sexual enhancements, email marketing is now a respected player in the world of direct response. Display advertising, surging ahead of the older banner advertising, remains a prominent means of capturing attention and click throughs, especially when it’s placed next to relevant articles and content.
The latest tool added to our direct marketing toolkit is the use of keyword searches, both natural and paid, to enhances responses and online marketing. Measurable, accountable and trackable, keyword marketing is the latest interactive marketing technique to help businesses worldwide acquire, retain and create loyal customers.
Some marketers lump social media marketing and web 2.0 technologies in with direct response marketing. While these are valid forms of online marketing and can prove quite effective, they are not pure direct response marketing. It is difficult to quantify the exact return on investment (ROI) of Twitter, Facebook, and other social marketing campaigns. It’s also nearly impossible to track responses from each so-called campaign. Social networking is more about making connections and fostering relationships. Like trade show and event marketing, it is about reaching people and starting or cultivating relationships rather than marketing activities with measurable outcomes.
This brief history of direct marketing and its current status clarifies the changing world of direct marketing. Examining the marketing mix, managers need to ask the following questions to determine if a direct response campaign is the right tool for the job:
o Will we gain by understanding exactly where our responses come from?
o Will it benefit my company more by cultivating relationships with many, or dialogues with a few?
o How will we use customer data Secure it? Manage it?
o If we gather the data from the campaigns, will we use it?
The marketing mix is often a blend of various tactics to reach many and converse with a few. Direct marketing of one type or another is usually part of the marketing mix. Deciding how much of a part is predicated upon how much one needs to cultivate actionable, measurable transactions with customers.