Where direct marketing fits into the marketing mix –
Why it’s an integral component

By Glen Eisenberg

It seems that with every passing year, the marketing umbrella gets wider and wider. Experiential marketing, search engine marketing, integrated communications, social media and PR – the list is nearly endless. So with so many options available for businesses to reach their target audience, where exactly does direct marketing (DM) fit into the marketing mix?

DMA’s integrated marketing media mix study found that a whopping 82 per cent of those surveyed use integrated marketing – incorporating an average of four different media channels. The same survey found that 29 per cent of revenue from these campaigns came from direct mail and 22 per cent from e-mail. These are telling numbers. The key to this type of revenue generation when utilizing DM is to remember the two Es – effectiveness and efficiency. Marketers need to be effective with who is targeted, which in turn creates efficiency in cost savings and outreach.

DM is for when you know your target audience.

When considering DM, research the financial payback relative to what can be an expensive investment on a per-individual basis. Then, make sure the target audience is easily identifiable. If you are sure of these two answers, then DM is a great way to start off a campaign and efficiently talk to prospective customers in a more meaningful manner.
It’s also fast and a good test to see if your message is resonating in the marketplace. This feedback can guide other elements in your campaign moving forward.

DM is for when you want to build loyalty.

A targeted DM campaign allows for more expansive communication opportunities and creates a more personalized message that’s relevant to the individual with whom you are trying to connect. It’s a strategic way to incentivize new customers or build loyalty with existing customers.

Segment your message by customer group and personalize your approach per group. For example, a dry cleaner may want to offer a free cleaning to someone who comes every week and only a 10 per cent off coupon to those who use them once a month.
DM is for when you want to take advantage of the right time.

The ability to control when people receive your information is invaluable. This is a big advantage of DM when compared to other forms of marketing that are subject to imposed deadlines, such as editorial calendars or space availability, which can hold up a campaign or launch it too soon.

Because DM has been around for 40 some-odd years, it has a proven track record that offers measurable results, compared with newer forms of marketing where return-on-investment is still hard to measure and is under debate.

So while marketers should be integrating a variety of marketing channels to build their brands, DM remains an important element of the mix.

Glen Eisenberg is President of Precision Advertising, an innovative marketing firm that has redefined the relationship of the marketing executive with its client by bridging the communications gap between their internal sales team and their customer. Since 1997, the company has created marketing programs that are now used across the globe in over 17 languages.

Glen Eisenberg can be reached at:
Glen Eisenberg
514-343-4949

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