Direct Marketing Business Plan

Direct marketing is an advertising strategy that relies on the individual distribution of a sales pitch to potential customers.

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By using data to define consumer problems, actions, and behaviors, brands can have their creative teams respond to these issues with more actionable and effective content.

And once you have a strategy in place, technology can help you deliver personalized, targeted, and precisely timed messages that utilize consumer feedback to continuously revisit and adapt the consumer-brand relationship.

Google's introduction of Smart display campaigns earlier this year is a good example of this evolution: The program uses brand pieces to generate thousands of personalized ads in a matter of seconds.

With driving responses being akin to driving business results, one-to-one marketing is now a requirement.

By understanding consumers, fusing data with technology and creativity, and identifying platform-specific goals, brands can bolster their outreach and drive consumer engagement in a way that conventional, broad-based marketing efforts simply can't accomplish.

Thanks to Pete Maguire for sharing their advice and opinion in this post.

Across the vast majority of sectors, though, sales and revenue remain a primary metric, and now brands can tie these efforts back to those baseline dollar measurements.

Moreover, the newfound abundance of data beyond simple sales dollars allows brands to measure the overall effect that direct marketing has, especially for calls to action that are not immediately pushing a sale.

But direct mail and direct marketing are not Direct marketing is about driving business results.

No matter the platform, any time brands communicate with a potential consumer — such as using an augmented reality platform targeted at Millennials to drive insurance purchases — they are actually using direct-response marketing.


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