The goals of advertising are to reach the potential customers that would make up a portion of the revenue your company could be making. When conducting web marketing the best strategy that your social media management team should implement is a direct mail marketing strategy. There is a lot of advertising that goes neglected because it is not engaging enough. Advertising that sits and is not actively pursuing clientele is poor advertising. To have a strong enough impact that beats out the competition, reaching out to the customer directly is the best way to go.
Direct mail marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer. Advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads or fliers, catalog distribution, and promotional letters are all ways that a social media management team can engage a large audience directly. Direct mail marketing emphasizes a focus on the customer, data, and accountability:
- Marketing messages are addressed directly to customers. Direct marketing relies on being able to address the members of a target market. Addressability comes in a variety of forms including email addresses, mobile phone numbers, Web browser cookies, fax numbers and United States and international postal addresses.
- Direct marketing seeks to drive a specific “call to action.” For example, an advertisement may ask the prospect to call a free phone number or click on a link to a website.
- Direct marketing emphasizes traceable, measurable responses from customers â€” regardless of medium.
Direct marketing is practiced from the smallest start-up to the leaders on the Fortune 500. A well-executed direct advertising campaign can prove a positive return on investment by showing how many potential customers responded to a clear call-to-action. A web marketing campaign that is well strategized will reflect this data.
General advertising eschews calls-for-action in favor of messages that try to build prospects’ emotional awareness or engagement with a brand. Even well-designed general advertisements rarely can prove their impact on the organization’s bottom line.