Here at Smart Distribution Solutions, we specialise in direct marketing, but that’s not to say we don’t recognise the benefits of an online marketing approach. In fact, used correctly, online marketing is a great way to get the most out of your direct marketing campaign.
If that sounds like a contradiction in terms, don’t worry! In this article, we’re going to look at four ways in which the digital and direct approach to marketing can complement one another…
Appeal to a wider audience
In general terms, direct marketing is more effective than online marketing, because it is more focussed, based as it is, on detailed audience analysis. However, not everyone in your catchment area likes looking at promotional material posted through the door.
Nothing to do with your campaign, but some customers absorb all their info – including marketing – through online channels. By using the same client information and channelling into a simultaneous online advertising campaign, you can reach more of your target audience.
Working direct marketing and online campaigns concurrently has been shown to increase the number of conversions by as much as 35%, compared to sticking with either method exclusively.
Whether they view the online advert or the print literature first is immaterial. Having your message reinforced through another medium slams the point home to potential buyers making them more likely to investigate your service or product.
Stretching your budget
As marketing experts, we know that advertising budgets are getting tighter and tighter for many companies. Throwing all your cash at one particular style of advertising can be a massive risk. With a dual marketing strategy, you can diversify your campaign, so that you don’t have all of your advertising eggs in one basket, so to speak.
Depending on your business, you may choose to skew more heavily towards direct marketing, or vice versa, but committing some of your budget to an alternative approach can help get you noticed on all fronts.
Use direct marketing to drive online sales
When you create print marketing materials, you’re often trying to attract foot traffic to your business. However, a sale is a sale, however the transaction is completed. Link to your online presence from your direct marketing literature.
Include an easy to remember URL, a catchy email address, or – better yet – a QR code that takes them right to an appropriate landing page.
Striking the right balance
How do you know what ratio of online to direct marketing you should adopt for your company?
It depends on the product that you want to sell, the audience you’re trying to target, and whether your product or service is an impulse purchase or something people plan for. All these factors and more can determine how much you should weigh your advertising campaign towards direct or online marketing.