Direct Marketing is a marketing strategy where targeted customers are solicited in order to make a very specific decision. In general, the marketer already knows his customers preferences and tastes. This is the complete opposite of mass media marketing where marketers target an entire audience. Direct Marketing is a very scientific way of doing marketing because it can be measured, analyzed and perfected.
Direct marketing can take several forms. Here are a few examples:
1. An invitation that lands in your inbox with a link to a specific site, requiring that you take a specific action.
2. A phone call you receive from an unknown source where the caller is from a telemarketing company with very specific instructions on what to obtain from you.
3. It could also be the letter you received in the mail with specific instructions on what to do, and how.
4. Pop ups and pop unders. These are those windows that appear when you go to certain sites.
The list could continue based on any marketer’s level of creativity. The basic idea behind this marketing approach is … “How do I get my product or service right in front of my customer without going through a middle man?” This is a question that continues to drive innovative marketers to create better and more efficient direct marketing campaigns.
Direct marketing is used a lot to sell information products online. The majority of information product offers on the market today are direct marketing campaigns. Research and extensive testing has proven that direct marketing continues to be an effective and efficient way of advertising.
As a matter of fact, the majority of the most renowned Internet marketers today are expert direct marketers. They found or created a product and devised all kinds of systems to eliminate the “tyre kickers” and get through directly to those who were willing to buy their products. While this may sound cold and calculated, it is actually the very nature of business as we know it.
There are a few things that I do have against these direct marketers:
1. While their methods have proven to be very effective for them, I have found the same to be extremely intrusive. It almost feels like you are being spied on, and they know exactly what to offer you based on your surfing or buying habits. It is better to feel like YOU are the one in control and not the opposite.
2. The impression of being manipulated. Have you ever found yourself reading through an offer or filling a form with your e-mail address in order to receive some free report? I remember once filling in a form which led to another one, and then another form with additional offers, and then some more offers, which eventually asked me to re-enter my e-mail address before getting the rest of the free report. Now, if you are short fused like me, then you would probably understand why I would be fuming over this!
3. The deceptive nature of the costs involved. This is typical in direct marketing campaigns. You get a free report which leads you to a $29.99 book which eventually leads you to a 59.99 product, which finally takes you to the $299 course. Now, that is just a basic example. I know of instances where the free report eventually led to a $7,999 program! Simply unbelievable. This “technique” in the direct marketing lingo is called, having a “sales funnel.”
Well, at the end of the day, you DO have to make money right? Well, implementing direct marketing techniques to sell you products or services will definitely make you PLENTY of money if you have the right traffic generation techniques, of course. My advice would be that you team up with the rare pearls that still practice ethical direct marketing techniques.
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