Direct marketing

Direct marketing

Direct marketing involves a system of interaction whereby one or more media in advertising to ensure that customer’s responses and transactions are responded promptly. This may also involve associating the products with the customers and ensure that they are in line with their needs. This kind of marketing ensures that organizations can get feedback instantly from consumers. With the information they gather from the customers, they can make changes to their products so that they can enhance customer satisfaction.  This technique of marketing involves both the distribution channels and the communication involved (Ogden & Ogden, 2014).  The IMC experts are the ones who are mainly involved in controlling this kind of marketing.

Relationship marketing requires the seller to focus on improving the relationship that exists between the consumers and the company’s brand.  Through this, the company can gain the loyalty of its customers. Thus, direct marketing helps with relationship marketing since it helps in creating relationships that are long-term with the customers. This is a result of its capability to reach customers daily. Direct marketing also ensures that when changes are detected in the market, there is a quick response from the company (Ogden & Ogden, 2014). This enables customers to develop loyalty with the company.

With the help of direct marketing, a company can test some of the variables related to the implementation of IMC within the organization. It also ensures that the objectives of IMC are achieved since there is a relationship that exists between the plans of the two techniques.  It also ensures that the IMC mix is utilized effectively to ensure that the sales of the company increase.  Since IMC is directed towards increased sales, direct marketing also contributes towards this since it helps in supplementing sales from other organization areas (Ogden & Ogden, 2014).  Also, it helps in creating awareness about the company’s brand as it is in the case of IMC.

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Electronic marketing relates to the use of digital technologies in the selling of products. Internet marketing, on the other hand, relates to using internet platforms in selling goods and services. Companies have taken advantage of these two forms of marketing since they are helping in implementing the objectives associated with IMC. The message used in marketing needs to be reinforced so that the targeted customers can understand the message being driven by the company. Through IMC, the company can achieve this. Both internet and electronic marketing helps in the achievement of IMC objectives since they help in creating awareness of company products, supporting the brand, and enforcing the campaign (Ogden & Ogden, 2014).  These forms of marketing also overcome the barriers that IMC faces since they incorporate some of the tactics used in marketing.

Acquiring a customer is considered to be a hard process by the marketers, and this requires them to cope with their interests and needs. The content provided to them also needs to be in line with their problems.  Based on the different generations, different types of electronic marketing can be used for every generation.  For the baby boomers who are in are considered to be analog since they are not aware of the new technologies. It has been established that some can use Facebook, and thus marketers can engage them in their platforms by feeding them with information about their products. For Gen X, they are considered to bridge the gap between the millennial and the baby boomers.  They are also aware of technology, and they rely on YouTube and Facebook. Thus, marketers can create videos and post them on YouTube and also post relevant information about products on Facebook.  For Gen Y, they are referred to as millennials, and they are more into social media. They spend most of their time online, and thus, marketers can use platforms such as Twitter and Instagram, whereby products can be posted (Hall, 2017).  For Gen Z, they are also into social media, and thus, marketers can take advantage of the social media platform and post information about their products. With this, they will be able to increase brand awareness and sales.

References

Ogden, J. R., & Ogden, D. T. (2014). Utilizing a strategic marketing approach to managing marketing communications. San Diego, CA: Bridge point Education.

Hall. J. (2017, February 15). How to target three generations with social marketing, not stereotypes (Links to an external site.). Forbes. Retrieved from https://www.forbes.com/sites/forbesagencycouncil/2017/02/15/how-to-target-three-generations-with-social-marketing-not-stereotypes/#3bfa7b5a27d5