The power of personal communication: Popular approaches in local direct marketing

In a world that is flooded with a flood of advertising and media, personal contact and customer loyalty is becoming increasingly important for companies to stand out from the crowd and be noticed. Direct marketing offers approaches that focus on personal commitment and ensure long-term loyalty — even in an environment characterized by constant distraction.

The term direct marketing, also known as direct advertising or direct response advertising, refers to all advertising measures that address potential and existing customers directly and include a clear call to action. In contrast to mass advertising, direct marketing measures send individualized advertising materials, often emails or letters. These individually tailored shipments should motivate recipients more to respond and enter into a dialogue with the company.

In this article, we will explain to you why it is worthwhile to use local direct marketing and which specific measures are best suited for this purpose.

The most important benefits of direct marketing at a glance

Direct marketing offers several advantages for companies that want to target their local customers. One of the biggest advantages is that companies, through individually tailored and directly delivered advertising measures, can achieve a high level of target group security and ensure that the message reaches the right people and that there is hardly any wastage. Another advantage is that — unlike some other marketing strategies — the success of direct marketing campaigns is relatively easy to measure. Companies can track the response to their campaigns, for example by tracking the opening rates of email or SMS campaigns or monitoring the response rate to their direct mailings.

Direct marketing also makes it possible to establish personal relationships with customers quickly and easily. Through private communication and individual offers, (potential) customers feel valued and can become loyal regular customers. Companies can also receive direct feedback through answers to their campaigns and dialogue with the target group and quickly notice which offers or promotions are particularly popular and successful.

Here are the most important benefits at a glance:

• High target group security and minimal wastage
• Easy evaluation and measurability
• Building a personal bond through an individual approach
• Direct feedback on campaigns
• Fostering exchanges through a direct call for response

The most popular measures and methods in direct marketing

Individualized emails are an effective measure in direct marketing, as they enable direct communication and are cost-effective and time-efficient. The emails can be designed in such a way that they are based on specific interests and previous behavior of customers. In addition, emails allow quick feedback and interaction from the recipient, which immediately answers customer inquiries and promotes exchange.

During a personal telephone call Your local sales partners can collect more information about the customer and their preferences. The interview provides individual advice and support and enables tailor-made solutions to be developed for the customer's specific needs and requirements. Personal phone calls also offer an opportunity to directly point out products and promotions and to increase sales.

Direct mailings (mailings), such as letters with promotional product inserts or small packages with giveaways, offer, in addition to addressing the target group directly, the advantage that the physical marketing materials attract the attention of recipients more. Through personalization options at print mailings companies can increase the relevance of their message and increase the likelihood of a positive response.

Recently allow personal SMS and WhatsApp messages With its high opening rate, direct and immediate communication with customers. The brevity and conciseness of text messages allows companies with SMS marketing Communicate important information quickly and efficiently. In addition, text messages and WhatsApp lyrics quick interaction on the part of the recipient, as most people carry their cell phones with them all the time and usually read the short messages immediately.

How direct marketing software can support the implementation of measures

With marketing software, such as Local marketing platform, you not only have direct marketing software at your disposal, but also a comprehensive marketing tool with which your local sales partners can manage and carry out all marketing activities. With ready-made templates, your sales partners can individualize the advertising measures for their direct marketing campaigns independently and in accordance with corporate design. Direct marketing software also makes coordination and communication between you in the marketing center and your local sales partners easier by making it easier to exchange information and resources. In addition, the direct marketing software offers functions to analyze and evaluate the success of your direct marketing activities so that you can continuously improve the effectiveness of them.

If you would like to find out more about which direct marketing measures you can use via the local marketing platform, contact us gladly.