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What is Direct Marketing: Definition, strategies and examples of direct marketing

It seems that the term direct marketing or direct marketing is no longer so fashionable, but nothing is further from the truth. With the emergence of digital marketing at the end of the 20th century, ” direct marketing ” was relegated to the background, however it is not. If you want to know why don’t miss this post.

It may interest you: definition of marketing and what is digital marketing

Index of contents

  • Definition of Direct Marketing or Direct Marketing
    • History of Direct Marketing
    • Characteristics of Direct and Interactive Marketing
    • Key areas of Direct Marketing
    • Advantages of direct marketing
    • How to know if an Advertising is Direct Marketing: differences between advertising and Direct Marketing
    • The 5 Variables of the direct and interactive marketing mix
  • The new PVPC of the marketing mix
    • Examples of direct marketing campaigns
    • What kind of disciplines can we include within direct marketing:
  • Is Digital Marketing Direct Marketing?
  • So is Social Media Marketing Direct Marketing?
  • Dictionary of fundamental terms in direct marketing

Definition of Direct Marketing or Direct Marketing

Before I give you a definition of direct marketing and explain in a simple way how to know what direct marketing is and what it is not, I want to tell you that I was trained in direct marketing at the Direct Marketing Institute in 1999 by the hand of the one who has undoubtedly been one of the biggest influences in my life Joost Van Niespen.

From the King Product to the King e-Client

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He made me radically change my vision of marketing by putting the client at the absolute center of the strategy universe with the constant search for mutual benefit between the company and the client. In other words, marketing with values ​​that gives meaning to what I do every day.

Nor can I ignore other great professionals with whom I was trained, such as Santiago Rodríguez, probably the first neuromarketer and author of the essential «Creativity in Direct Marketing» Josep Alet, the king of Data Base Marketing and Customer Loyalty , father of some of the best customer loyalty programs, as well as author of the book «Direct and Interactive Marketing», another essential book that I have also used as a reference source in this article.

Direct marketing is that form of marketing whose objective is to seek answers  and establish lasting relationships and mutual benefit with the client »

Direct marketing encompasses a vision of marketing that puts the customer at the center of the strategy and uses all its disciplines, both Above the Line and Below de Line, but always with the aim of identifying prospects and fostering a response between the company and the client.

We can also say by providing an alternative definition that Direct Marketing is a form of interactive marketing that allows establishing personalized communication adapted to micro-segments or even individuals (in the digital age, one-to-one communication is viable). Use all known communication media and channels, always analyzing the profitability of the results and the profitability of each action.

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Direct Marketing is accurate, flexible and profitable

History of Direct Marketing

The concept of direct marketing was first launched by Lester Wunderman at a conference in New York in 1961, but it became widely used thanks to the renaming of The reporter of direct mail advertising magazine to The reporter. of Direct Marketing . In other words, it all started with direct mail to cover a larger concept from that moment on.

In Spain, in 1977, the direct marketing and correspondence sales association, known today as ADigital, was established as a result of the evolution from direct marketing to interactive and digital marketing.

With the digital age, direct marketing is emerging, facilitating the possibility of talking to the customer and not just the customer.

Variable costs are reduced to a minimum and personal communication adapted to the needs of each individual is possible. Big data provides us with enormous data that allows us not only to adapt communication and experience to each one of us, but also to predict our behavior. Take the case of Facebook and Cambridge Analytica as an example.

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It is also important to note that customer relationships change when they become an active part of your integrated direct marketing plan. Consumers become prosumers on the internet and this facilitates the establishment of long-term relationships by being an active part of your communities and even in the creation of your product.

We can say that today the term Direct Marketing has evolved into the concept of Direct and Interactive Marketing.

Finally, to know the history of direct marketing you must also tell in your library what in the jargon of the sector is called the Bob Stone Direct Marketing Bible.

Characteristics of Direct and Interactive Marketing

We define that to be direct marketing it must have these characteristics:

  • Interactive, bidirectional communication system between company and client
  • Use all existing media, including TV.
  • Aimed both at attracting customers and increasing their loyalty and value.
  • It can and should be measured by generating data at all “Touch points”.
  • Manage transactions and sales at any point of contact.

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Key areas of Direct Marketing

Direct marketing mainly focuses on some of the key areas of the business:

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  • Identify and qualify current and potential customers
  • Keep the database updated and save all the possible data related to the interaction between the client and the company
  • Integrate communication to establish effective dialogue
  • Manage the customer’s life cycle by improving its value
  • Establish two-way communication channels on a stable and recurring basis

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Advantages of direct marketing

Direct marketing today is the most used form of marketing thanks to digital marketing. It provides a series of advantages that make it the best option in interactive and digital media:

  • Mass segmentation capability
  • It allows personalization thanks to segmentation reaching one-to-one communication in the digital age
  • Create clubs for the best clients
  • Allows you to measure and control all results
  • It allows to control and measure the distribution channels and therefore sales.
  • It allows us to learn from our clients thanks to their answers, even non-answers
  • Allows you to test to find the best tactics and creatives.
  • Generate data and that data becomes decisions.

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How to know if an Advertising is Direct Marketing: differences between advertising and Direct Marketing

It is very simple, any action that has a means of interaction or response is direct marketing.

It is very common to mistakenly associate direct marketing solely with postal marketing. But direct marketing uses all means of communication to find answers. We can say in fact that it has won the battle against one-way advertising because if we look at TV today, all ads look for answers “Download the App”, “Place your order”, “Buy”

Thanks to the internet, direct marketing has reached its peak because thanks to the use of new technologies, the ability to measure results and create personalized services tailored to the client but at low cost has made this strategic way of understanding marketing today Today the most popular and is often also defined as online marketing.

That is why many times I think that the good digital marketer must understand the concepts of direct marketing and study them in order to create interactive marketing strategies integrated in the digital medium. And that most of the time they are seduced by tactics but forget about strategy.

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You may also be interested in: Master in Digital Marketing

The 5 Variables of the direct and interactive marketing mix

While in the traditional marketing mix we talk about the 4ps of the marketing mix (product, price, place -distribution channels- and promotion), in direct marketing we talk about 5 key variables:

  1. Database: in the database we accumulate the knowledge of the client through their interactions and responses and we segment. It is the foundation for planning, executing and measuring marketing actions.
  2. Offer: it is the complete value proposition that we offer to the client made up of: product / service; price; payment methods; positioning; risk reducers; purchase incentives and accelerators.
  3. Creativity: it is the graphic expression of the offer
  4. Media: these are the channels through which we will distribute the offer.
  5. Customer Service and Fullfilment: these are the operations necessary to manage responses and provide customer service to their questions, doubts or complaints. It is crucial and has to do with order processing or Telemarketing, among other processes.

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The new PVPC of the marketing mix

We compete in a global world and products and services are increasingly commoditized. It is difficult for us to understand the advantages of one product over another. This digital marketing strategic planning system will help you find a way to decommodify your product.

  • Parity: in a globalized world, products are increasingly undifferentiated. Your product must compete in parity with the rest of the market: price, characteristics, channels, communication and service. If you are not on par with the rest of the products, you cannot compete directly.
  • Added value : it is necessary to break the parity by offering added value to the customer with advantages or differences that your competition does not have.
  • Personalization : As we talk about direct marketing, personalization is an element of strategy and a key element in differentiation. Building one-to-one relationships.
  • Community : in the digital world, it is necessary to take advantage of the strengths of the community of your customers and empower them, offering them communication and contact tools to create community and delight them with the evangelization of your products. The consumer becomes a prosumer and it is something that should not go unnoticed by brands.

Examples of direct marketing campaigns

Any television campaign that today advertises an app and invites you to download it or place an order or upload a product is direct marketing.

I’m going to leave you an example of direct marketing campaigns that I like:

  • Example of Sale by Catalog: and Subscription There are usually two types, private and public. In the past, catalogs were distributed by post and depended on the subscriber list. Some of them the most exclusive were paid.
    • Readers Digest : the best known worldwide and one of the greatest examples of data base marketing. They had a tagged database with over 1,000 fields for each user. They got to know so much about them that their main business went from subscription to the magazine to direct sales.
    • Venca: it is the Spanish direct sales company par excellence. These types of business models are precursors of ecommerce, although most of them have not known how to evolve with technology and have been overtaken by digital transformation.
  • Example of Direct Marketing on Television: Although we usually think of direct marketing when we talk about mailings, television has always been a great ally of direct marketing.
    • Chicfy: Sure yeah, pretty! A project that I joined as a mentor and partner a month after its foundation and that I can speak about with full knowledge. It seems to me a great example of direct marketing on TV for a mobile app whose business model was e-commerce. The objective we sought with that spot was to get people who normally look at their cell phones when they are watching TV advertising to raise their heads with an irreverent advertisement in some way. For this, small data was used because the content of the buying and selling conversations was clustered in the app, obtaining the now famous phrases “Sure, beautiful” and “Make me a little discount”
  • Examples of mailing and e-mail marketing: postal mail was undoubtedly the greatest tool of direct marketing. With the internet, email marketing evolved and copyrighting was one of the key competencies of the creator of email marketing campaigns. There are several types of campaigns:
    • Advertisements: they are advertising shipments with envelopes printed with striking “Claims” such as “If you don’t open it, you are losing the opportunity of your life.” NGOs and Fundraising are considered one of the sub-activities of direct marketing, that is, fundraising. That is why I leave you this example of a complete campaign.
    • Mailbox : These are advertising postal packages and used to be B2B marketing campaigns. Today they are still used in one-to-one marketing for high-value customers.
    • Personalized letters: these are mailings that look like personal letters and do not use advertising claims on the envelope. There were very long letters and short letters. American Express has been one of the greats in business writing. It is curious that AMEX used the same letter for 30 years, failing to surpass its results with any other campaign.
    • The email marketing reflects the heritage of this discipline. the subject or subject of the mail replaces the envelope and the message on demand. In the same way there are more personalized mailings and very graphic and commercial mailings. Both work if used at the right time, although I must admit that you are a fan of long cards and I can say that in general they work better except when short is very good.
  • Examples of Direct Marketing integrated into TV, press, radio and internet: the press has been another of the great means for direct marketing. Campaigns on Sunday when the print media dominated the scene filled the marketing departments with responses and coupons. Yes coupons, in the past people filled in coupons that they cut out of magazines, that’s why collection magazines couldn’t be coupons because nobody wanted to cut them
    • Securitas Direct: I have actually chosen this advertiser because it is one of the greats of direct marketing in Spain. They bombard all the channels with a simple but effective scheme. Tele, radio, press and internet are today its main recruitment channels. On the internet, banner campaigns, YouTube and of course social ads are key to success. In this case I leave you examples of the radio campaign of how to create the need, in this case using fear and of course security, making a problem clear and giving a solution, always ending with one or more means of response.

Press: Securitas Direct

What kind of disciplines can we include within direct marketing:

  • The database marketing
  • Marketing one to one
  • Interactive marketing
  • Relationship marketing
  • Direct mail or postal marketing
  • Email marketing
  • The sms or whatsapp marketing
  • Conversational marketing
  • Catalog sale
  • Electronic commerce
  • Direct mail
  • Inbound marketing
  • Social Media Marketing

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Is Digital Marketing Direct Marketing?

Definitely not. The term digital marketing encompasses all advertising and marketing strategies that can be done in the electronic or digital environment. Within the digital world we can determine that interactive marketing is direct marketing because it is a form of marketing that seeks relationships and answers.

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So is Social Media Marketing Direct Marketing?

Definitely. When the world of the community manager and social media began to take shape, one of the discussions that I frequently had with the first communication professionals who tried to take over this function was that they were used to sending messages in a single direction, while direct marketers were trained in creating links and establishing two-way communication channels. One of the functions of social networks is, without a doubt, to create relationships with your customers and provoke responses, therefore it is direct marketing.

Dictionary of fundamental terms in direct marketing

  • Fullfillment: is the process that begins once a response or request is generated. Ecommerce inherits this discipline, not the bucket Amazon calls its fulfillment centers Amazon Fullfilement. It consists of the entire management process, stock control, data recording, issuance of postal documentation, treatment of returns, KPIs management, etc.
  • Database: Rational organization of data files to facilitate access, updating, reading and selection of data.
  • Marketing database: it is the computerized record of names and addresses (email or postal) of customers as well as the data of their purchasing behavior and reactions to our advertising campaigns.
  • Bus-mailing: it is a type of cooperative mailing in which several brands participate in a single action.
  • Bulk mail : they are massive postal shipments.
  • Clustering: Multiple correlation coefficient obtained after a factorial analysis and that allows to establish groups with homogeneous characteristics and define their characteristics based on the factorial score. It is a descriptive analysis, it is never useful to predict results or responses.
  • Couponing: Action of distributing pamphlets or flyers both in mailboxes and through other forms of distribution and distribution such as cars or at the entrance of a University.
  • Direct mail or “Direct mail” : postal advertising in a broad sense.
  • Shipping of samples: free distribution of product samples.
  • Feedback: Reaction or response of a receiver to a message in the interactive communication process.
  • Customer Life Value: how much a customer is worth based on how much income we predict we will get from him. Determine the Cost Limit of customer acquisition based on the expected margin.
  • Response rate: is the statistical expression of the number of responses obtained versus the number of people impacted.

It may interest you: Master in Community Management and Strategy in Social Networks

I hope you liked this article where I have tried to summarize my knowledge about direct marketing . If so, please share it or give the like and if you miss something, leave me a comment.

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How to Create Account in EXMO step by step

In this article you will learn how to register in EXMO in 2022, as you well know it is a cryptocurrency platform to trade, as well as buy and sell digital currencies. Next, we are going to make you a quick and easy guide to create your account.

How to open an account in Exmo.com step by step

Access the official website of EXMO to be able to register for free.

Select “Registration”

At the top right you will have a Registration button, click on it and there you will open a form to place basic data such as username, email, telephone, password and its confirmation, as well as the acceptance of terms and conditions of the platform.

Likewise, if you want you can subscribe to receive news you just have to activate the option. then activate the captcha and click on “Registration”

Phone and email verification

They will send you an SMS to the registered phone to place the verification code and give it confirmation. The same will happen with the email, in which they will send you an email with a link to confirm the account and activate it.

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Account Verification

Once you have completed all the registration, you must verify your account, this is quite important that you do it so that you do not have limitations, it is a financial platform and as such, by regulation you must verify your identity and address.

  • For identity, you can do it through your ID, passport or other identity document, also a selfie with the document, you can support yourself by linking the mobile if you do not have a webcam.
  • In the case of the address, it would be verified with a bill for services such as electricity, water or other document where they can verify your location or residence, this is to raise the limits further.
  • For the card, you need to enter your card details and even take a photo and attach it.

Ideally, you should verify everything, but the first thing is the identity, in which you will be required name, surname, middle name in the case you have. Secondly, you will be asked to identify what type of document you are going to use to identify yourself, for example, the DNI.

After that, you must upload a photo of the front and back of the identity document, if you do not have them at hand, you can do it with your mobile and send it to you by mail or web whapsapp or another application, and then upload it from the computer.

Once this is done, it will request a selfie with specific details, where you must write down on a paper the word EXMO, followed by the date of the day of the photo and hold the DNI without covering anything, there you capture the photo and attach it, with these steps you will already be in the process of verifying the identity.

Likewise, you can do it to verify the address with a receipt and in the case of the card you must do the same, they are similar processes quite simple, the idea is that you complete the entire registration process.

Configuration

Another important point regarding registration is the security configuration in which you can add extra protection and have two-step authentication. Likewise, you can observe other options such as personal information, which you can review carefully.

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How to create an account on Poloniex step by step

In this article you will learn how to register with Poloniex in 2022, it is a cryptocurrency trading platform, where you can trade with margin or leverage and you can also do hodl. Here’s a step-by-step way to create an account on Poloniex.

Go to the official website of Poloniex

Access the Poloniex registration page to later follow the step by step that we will give you to register for free.

Select “Sing Up”

Once you are on the platform you must select in the left menu “Sing Up”, where you must enter the email and password, the latter you must confirm it. Additionally, you must place the referral code (optional), as well as accept the terms and policies that govern this page.

Verify your email

Once the previous form has been completed, you must check the email where a link will be sent for the purposes of verifying the email, in order to continue with the account registration process.

Account access

With the email and password data entered, we select “Log In” and access. Among the important things that there are is the “profile”, where you will have to verify your account.

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If you want to apply margin for trading or leverage you must verify your profile in “Upgrade” you will be able to select other aspects that will help you verify your identity, you will probably be asked to upload a file, such as a photo of the DNI or an invoice to verify the address.

Then, in the event that you want to use the future option that allows margin up to one hundred leverage, you have to have verified these things.

This request is totally normal, since it is required by all financial platforms by legal issue, with this you would already have verified level 2 and with it you would not have any type of limit.

Right now, you could make all kinds of deposits, normal purchases with certain fairly high limits.

Two-factor authentication verification

To protect your account you can activate 2FA this is double authentication code, so you must enter a code apart from the password to be able to log in.

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How to Invest in Cryptocurrencies on Skrill

If you are one of those investors who do not like to deal with many complicated orders, but prefer to hold long-term, then Skrill is an excellent alternative for you. With the simplicity that characterizes it.

But the question is, how to invest in cryptocurrencies within Skrill? The answer will be shown in this article.

But first log in to your Skrill account, then you could already start the step by step that will be shown below.

Access Skrill’s Cryptocurrency Investment Options

Like any financial platform, Skrill puts at your disposal tools so that you can invest in cryptocurrencies within yourself, doing so in a simple and comfortable way. To access these tools, below, we will describe the following procedure:

  1. Within the home screen of your account, in the left sidebar, find and tap on Cryptocurrencies.

Important: It is likely that when you enter this section, you will be asked to accept some terms or similar.

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  1. Once there, you are presented with different options in terms of cryptocurrencies. From among these, you will select Invest now, clicking on this option.

  1. Once you access that section, you will be shown an extensive list of existing cryptos in Skrill. In each of which, you are given a Trade option. If you click on any of these, you would enter their trading options.

  1. When you have entered the crypto you chose, you will see a Buy – Sell panel.

Ways to trade cryptocurrencies in Skrill.com

In this buy-sell panel or trading box, you will have some options that will allow you to perform these operations:

Steps to buy cryptocurrencies within Skrill

First of all, talking about the purchase of cryptocurrencies in the Instant mode (which is the usual one), you will be able to do the following:

  • Select the currency in which you want to buy cryptos.

  • Set the amount to spend that, for its purposes, must be a minimum of 10 EUR (You are also shown the balance you have available).

  • Select the cryptocurrency in which you are going to invest.

  • See what you are going to receive in cryptos in equivalence for what you have invested.

  • See the commission you will be charged for that transaction.

When you have everything ready, then you can click Next.

After this, you will be able to see the summary of the entire operation; you will be told everything you have added, such as the amount and what you would receive, and also the commission charge, which will be added to the total amount to be spent. If you agree with everything, you can click on Confirm.

Steps to Sell Cryptocurrencies within Skrill

There is not much to comment on in the case of selling your cryptos within Skrill, as they are basically the same steps as in the case of the purchase:

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  • You establish the type of crypto that you are going to sell (and that logically, you should own).

  • You indicate the amount of cryptocurrencies to sell directly or, if you prefer, using the percentage indicators.

  • Select the currency in which you want to receive the funds in equivalence.

  • See how much you will receive, in the same way as the previous case.

Having this ready too, you would click Next.

Following this, you must also click on Confirm in a summary similar to that of the case of the purchase, where you will see important data with which, if you agree, you can proceed to the respective confirmation.

Some other options that Skrill gives you to trade

The options you have in Skrill to trade are very practical and easy to use. And for your convenience, they are not numerous. Here’s what you can find on Skrill for when you want to trade on it:

The Portfolio section

In this section you have at hand some useful things for your negotiations, such as:

  • The Watchlist, with which you can keep abreast of the indices of your cryptos in the market.

  • Alerts and orders. With these options you are given the possibility to mark an index within the cryptocurrency, which, if the price reaches it, this will be notified to your email or mobile, as you have it configured.

  • Recent activity. It is the section where you will get your last financial movements, when it comes to purchases and sales, as is logical.

The Trade section

Within this section, you can do what you are told below:

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  • Visualization of Graphs. This will allow you to take a look at the stock market movement in a not at all complex interface (you can also see the current trend that the market has in terms of sellers and buyers).

As you can see, the trading system within Skrill is not complicated. They are few and simple options, but with the same utility for people like you who do not want to get too entangled in the stock market issue, but to play it safe, but in a simple way.

This tutorial summarizes it this way so that you have a general idea when investing in cryptocurrencies within Skrill.

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