In search of the consumer

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Direct marketing is one of the best marketing tools to combine results, response, measurement and profitability within a marketing solution from which feedback is expected to be obtained in accordance with the objectives previously set by the companies. It works so that companies build a circle of wealth. This consists of the effort made by concentrating especially on increasing the loyalty of current customers and the number of new customers.

On the other hand, direct marketing offers the possibility of carrying out, through creativity and a good combination of non-traditional media, campaigns at a much lower cost in relation to other media (street, TV, etc.). Generally, small and medium-sized companies work on a well-defined, segmented market, a small structure and consequently a limited offer of services and/or products. Through direct marketing, companies can measure the scope of their actions, to whom they are directed and in turn obtain responses that will be very useful to infer the future of the business.

It is a great branch of marketing that is having more and more influence all country mobile number list and acceptance in all markets given the great benefits it generates. In my experience, direct marketing is the ideal way to communicate from SMEs to their consumers. In Direct Marketing we can find different means to carry out our campaigns. Both traditional (ATL) and non-traditional (BTL) means can be used to design the communications that we will carry out in the set of actions. Below are the available alternatives:

Depending on the characteristics of the company, we would be working with different options. Daniela Sendak, Director of Marketideas, comments: "In our experience, and given the levels of investment that are usually available, the most commonly used alternatives are postal mail, direct mail, point-of-sale campaigns (generally, work is done by creating a promotion with the characteristics of direct marketing) and telemarketing." The frequency of the actions must combine different aspects that will depend specifically on the business of each particular company.

When talking about campaigns related to obtaining new clients, the frequency will vary based on the particular characteristics. Factors such as time, space, special dates (Father's Day, Mother's Day, etc.), sales rotation, available offers, consumer timing (be careful with saturation in communication), etc. must be taken into account. "Based on our experience at the agency, a single, one-off action is usually not enough, as the potential client needs time to build a brand image and position the product or service in question in their mind." Marketideas' Sendak comments: "In the case of customer loyalty campaigns, the strategy will be different, since the consumer already knows the company, has chosen it, and now the greatest number of repeat purchases possible must be obtained.

When it comes to loyalty programs (such as points programs, exchange, promotions based on direct marketing, sending gifts or reminders on special dates (for example, a birthday, New Year's Eve, etc.) The campaign will have an indefinite duration and just the right frequency so as not to saturate the consumer and at the same time not lose sight of the positioning generated (of course, the objectives and goals to be achieved will be of great importance in defining the latter), since the client requires constant pampering and attention.

In the times we are living in, this is increasingly noticeable, the exposure of the human being to brands and the high competitiveness generated by the capitalist society in which we live, has acquired a preponderant role."