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A More Personalized Way to Reach Customers

For many companies and service providers, particularly those that are small or very nuanced, traditional forms of advertising — radio, newspapers, television, and the like — may not be the best use of promotional budgets. For example, a company that sells a men’s hair loss prevention product would have to find a radio station whose format appealed to older male listeners who might be experiencing this problem. There would be no guarantee that this group would be listening to that particular station at the exact time the company's ads were broadcast.

Direct marketing, by contrast, would allow the company to pre-select customers who meet the right demographics. These people could be targeted with specialized mailings or phone solicitations. In this way, the company could spend the same amount of money on advertising but reach a higher percentage of potential purchasers.

What is Direct Marketing?

Direct marketing is a sometimes controversial sales method through which advertisers approach potential customers directly with products or services. The most common forms of direct marketing are telephone sales, solicited or unsolicited emails, and mailed catalogs, leaflets, brochures and coupons. In most cases, the goal is to inform customers of products or services that they may need without waiting for customers to initiate contact. Particularly online, the practice has received a lot of criticism when it comes to personal privacy and data tracking. The practice is nevertheless very successful, however, which motivates many marketers to continue despite the possible risks and downsides.

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Chill Out Advertising Agency, Heliopolis, Cairo, Egypt | Printing