What Is "Direct Marketing?"



The world is changing when it comes to product sales. 


Large publishers and producers of "traditional" media like magazines and television are being decimated- some to the point of closing their doors- because of the new dominance of things like online and social media advertising, massive Public Relations campaigns, and "Affilliate" sales plans.

These, not coincidentally, are ALL things that Ace and his team of experts excel at providing.


While those can be a good means of selling, they certainly should not be the ONLY thing that you do- at least not if you want to be as successful as quickly as you can. 


More and more companies are cutting back on the traditional "branding" advertising plans- where they would buy a large ad in a magazine, or a commercial on TV, cross their fingers and "hope" they get a good ROI. 


"Direct Marketing"  , often referred to as "Direct Response Marketing" focuses on the customer, data, and testing. What that means is that besides the communication with the actual customer, a direct marketing campaign will incorporate various actionable segments and use both pre- and post-campaign analytics to measure their results. Some of the characteristics that distinguish direct marketing from other types of marketing:

  • A specific database of names (prospects, customers, businesses, etc.), that often have certain other relevant information such as a contact number/address, different demographics and information, purchase habits/history, and various other data points, is used to develop a target market with common interests, traits or characteristics. Access to and generating these databases is one of Ace's specialties. 
  • YOUR marketing message is addressed directly to this list of customers and/or prospects. Addressability comes in a variety of forms including email addresses, phone numbers, fax numbers, postal addresses, etc. 
  • Direct marketing will always seek to drive a specific and predetermined "call to action". For example, an advertisement may ask the prospect to call a tracked telephone number, mail in a postcard, use a specific coupon, or something as simple as click on a link to a website.
  • Ace's direct marketing campaigns and projects emphasizes traceable, measurable responses. It also emphasizes maximizing response rates by testing DURING THE CAMPAIGN- all while minimizing advertising expenses when engaging prospective customers, regardless of the medium used.

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