The Scope of Direct Marketing Every CMO Should Know

By Emily Pribanic - Published on November 16, 2018
The Scope of Direct Marketing Every CMO Should Know

Direct marketing is the best way to generate leads for your business, generate traffic, and to increase the awareness of your brand. The scope of direct marketing is the most powerful when it’s used with customer segments where past behavior can be used to predict future behavior. Since direct marketing is used to stimulate immediate behavior that can be recorded, tracked, analyzed, and stored for future retrieval and use, the scope of direct marketing can be used to help grow your business and spread recognition of your brand.

When you understand the full scope of direct marketing, you’ll be able to utilize this effective marketing technique more successfully.

Since direct marketing can be such a powerful way to market to your target audience, let’s take a look at some direct marketing strategies you can use to grow your brand and your business.

Direct Marketing Strategies

Direct marketing could be a key component of your overall marketing strategy, but do you know everything you should about it?

ROI Based Campaign

When planning your next direct marketing campaign, it’s much better to focus on generating higher ROI than more savings. As a growing business, it might be more appealing to launch a direct marketing campaign that focuses on cost savings rather than spending more money to increase your ROI. It’s best, though, to always keep the big picture in mind and don’t let initial campaign prices deter you from what’s really important, launching a successful campaign that increases ROI.

Simplify Your Message

One of the best direct marketing techniques to adopt is to keep your direct marketing campaign message short, simple, and to the point. If it takes too long to read your message, customers won’t know what your business has to offer or even remember your brand. Your message should not only be short, simple, and to the point but it should also be concise and uniform across all channels you have the message running on.

Set Realistic Expectations

Whatever direct marketing strategies you use for your campaign, it’s important to be able to determine the success of the campaign. It’s important to set direct marketing campaign goals ahead of time but what’s even more important is setting realistic goals. Without realistic expectations, you won’t have a good understanding of how well your direct marketing campaign is performing which will give you a skewed impression of what’s working for your business and what isn’t.

Target Your Audience

It should be no surprise that one of the most important direct marketing techniques is to target your audience with your messaging. It doesn’t make any sense to spend time and money reaching out to people who have no use for your product or services so knowing who your customers are is the only way to learn the best ways to reach and appeal to them. It’s important that any direct marketing campaign you launch is relevant to your target audience and aligns with their wants and needs.

Strong Call to Action

Of all the direct marketing strategies you can use to produce a successful direct marketing campaign, the most important is including a strong call to action. Effective calls to actions aren’t subtle, but instead are strongly worded and quickly communicate how the potential customer will benefit from your business. A strong call to action is clear about what it wants the audience member to do and isn’t shy about asking them to do it.

It’s impossible for your direct marketing campaign to be successful without understanding the full scope of direct marketing. The most important direct marketing technique to implement is to be clear with your messaging, realistic with your desired results, and always provide a strong call to action. The best way to achieve a successful direct marketing campaign is to create a comprehensive plan beforehand and not to be afraid to be flexible with your direct marketing strategies.

Emily Pribanic | Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing since she was young and has a creative imagination. She lives in Dallas, Texas with her family and two cats.

Emily Pribanic | Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing s...

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