Direct Marketing is so called because all its various forms of message delivery put your brand and message directly in front of an audience that’s been demographically filtered and determined to be your potential clients.
First we collect email addresses from people who sign up for special offers on your site, customers you meet in a retail setting or at trade shows, a list from your former business, or a list that can be purchased of demographically selected leads. All these emails are put into one large database, which can blast out a single email to all of them with one click. We formulate the subject, text, and images carefully. It’s important not to overuse or misuse email blasts. We want to announce something exciting, important or something that will be useful and helpful to the recipients; a special sale, an invitation-only event. We do not want your brand to be associated with spam. If done right, an email campaign can result in increased interest in your business, and sales opportunities.
Messages and images sent to smartphones and other mobile devices have to be short and grab attention quickly. Mobile advertising can take many forms: it can be straight text messages or multimedia, combining text, audio and video. Display ads can be embedded in mobile apps and can even sponsor mobile gaming. Because of the GPS technology built into most mobile phones, mobile ads can be targeted to everyone in specific cities, making it easier to focus your advertisements. This kind of targeted marketing can call customers to immediate action, for instance, directing them to to go a certain store to redeem a special offer.
Online Display Ads
Display (or Banner) ads are paid online ads that feature short, direct messages and arresting images. These can take the form of pay-per-click ads, which are only paid for if someone clicks on them, bringing them to your website, or pay-per-impression ads, also known as CPM (cost per thousand impressions) or CPI (cost per impression), which guarantee a certain number of impressions (looks) for a set fee. CPC and CPI ads are generally distributed through social media and the targeted audience can be demographically filtered by a number of criteria, making the people who view your ad a very desirable audience. Online display ads can also be placed on selected websites (that are related to your field or industry) as sponsors.
Sponsorship is often a more friendly, believable, and subtle approach to marketing. Sponsorship is not as obvious in its aim to sell your market something as mass advertisements. Sponsorship marketing is generally used for promotional purposes and to generate publicity and exposure to a wider audience. Successful sponsorship programs match the correct services or products to a target audience and group who would actually want to purchase them.
Paid Search (SEM) & Pay Per Click
Paid search marketing, or search engine marketing, encompasses both paid search engine activities and search engine optimization strategies that online advertisers utilize to gain traffic to specific websites from search engines. Basically, the ads are purchased and are placed on search engines, to gain potential business when an online user searches a related category. Most paid ads are sold on a pay per click basis, meaning that each time the advertisement is clicked, the advertiser pays the website owner or publisher. This form of online marketing directs traffic directly to your website by being placed specifically to be visible to your target market.