The presentation explains the growing prominence of direct marketing model that most marketers employ in digital marketing space. A direct-to-consumer model is a direct response generator from consumers that influences direct conversion or drive sales. The presentation also explains the direct marketing rule that most marketers follow while crafting direct marketing campaigns for clients. It also explains the types/toolsThe presentation explains the growing prominence of direct marketing model that most marketers employ in digital marketing space. A direct-to-consumer model is a direct response generator from consumers that influences direct conversion or drive sales. The presentation also explains the direct marketing rule that most marketers follow while crafting direct marketing campaigns for clients. It also explains the types/tools of direct marketing and the tactics to drive direct sales using marketing channels of direct marketing and the tactics to drive direct sales using marketing channels.

1. Direct
Marketing –
How to drive direct
sales for your
product

2. Direct Marketing – Why digital customers love being “direct”?
Customers love
“Self-
expressions”
Personalization
Smartphone app
downloads
Social media chats
Brand interactions
Brand relationships
Online Forums
The consumer decides the ifs, when,
where and how to reach marketers &
chooses where & how the interaction
will take place with brands
Because, today’s customers’ love to control digital relationships via direct
interactions…

3. Direct Marketing – How can brands make consumers fall in love?
Empathy
Serve
Respect
Brand loyalty
Feel
special
Customer
service
Love

4. How can brands make consumers fall in love – via direct digital
tools!
DirectDigitalBrand loyalty
Direct marketing approaches are
more recharged and refined today
to ease communication…
Direct
Marketing
Direct
Advertisin
g
Direct
Selling
Telemark
eting
Email
Marketing
Couponi
ng
Direct
mail
Broadcas
t/Faxing
• Personal interactions with clients
• Personal sale
• Catalogue marketing
• TV marketing (Infomercials)
• Door-to-door marketing
• Web marketing (fill-the-order
form)
• Magazine ads
• Mobile marketing
• Word-of-mouth marketing
• Referrals
• Face-to-face marketing
• Flyers/leaflets

5. How direct digital tools makes marketing effective?
• A postcard or envelope mailers account
does not call for a specific response &
accounts for only 30% of your
campaign success
• Indirect customer channels waits for
the customer to get into the buying
mood
• Intermediaries or middlemen are the
channels of contacts wherein the
direct/genuine contacts are lost
• Indirect marketing lacks the original
source as it focusses on channels;
hence, it comes with the goal of brand
recognition only
Indirect marketing
focusses on brand
recognition
Direct marketing
compels action
• Memorable ads, messages such as
“call-to-action, “click this link to
unsubscribe” or a direct offer
feeds your mind with a
responsive action that accounts
for 80% of campaign success
• Direct marketing campaigns sets
realistic sales goals and drives
actions to improve sales
• Direct-to-consumer channels are
one-to-one persuasion that
influences sales with genuine
contacts
• Direct marketing has one goal:
convert prospects to customers

6. How direct digital tools has improvised the customer journey?
92%of young
shoppers prefer
direct mail for
making purchase
decisions
39%of
customers try a
new business for
the first time
because of direct
mail advertising
57% of mail
volume is
attributed to
direct mail pieces

7. Direct Marketing – 40:40:20 rule of improvising the customer
journey
Let’s look at the tried-and-tested method of developing direct marketing campaign

8. Direct Marketing – 40:40:20 rule of improvising the customer
journey
40% success of
campaign depends on
contact list selection
40%on deal offer
20%attributed to
creative execution
It is not about the right list, it is about the right
audience profile that matches your core business
objectives. This will further determine that the right
relevant message is sent to the right target audiences
at the right time.
Giving your customers a reason to buy by letting out a
hot offer is an exciting way to entice them
to make a sale. A great rebate, discount or bonus on
limited timings can boost higher and faster
sales conversions.
This includes- message, design, delivery medium,
perfect timing. 20% success of your message
depends on the persuasive power to grab customer's
attention within a short time span. To make it count,
craft concise and clear message so that it is rightly
perceived.

9. Direct Marketing Example – Enriching the specific customer journey!
Bonobos, the online
retailer of men’s apparel
ran a small test on print
marketing (catalogues)
that grabbed customer
attention via just one image
or text liner about the
brand. This ferret the best
niche customer resulting
20%of first-time
customers placing their
orders via catalogues
spending 1.5X of expenses!!

10. Direct Marketing – Types/tools
Direct Mail
Make a great
offer
Use a simple
URL
Try
personalized
copy (teasers,
headlines,
subheads, and
body copy to
attract
attention)
Set a clear call-
to-action
Set a deadline to create a
sense of urgency
Try various
formats (post
cards, self-
mailers, flyers,
envelope
packages)
Build a special
landing page Capture contact
information (ask
personal info.)
How do you drive Web traffic with direct mail?

11. Direct Marketing – Types/tools
Telemarketing
Telemarketing is calling potential clients and customers
over the phone directly and selling them directly. This is
more of a one-on-one relationship with customers to cross-
sell products and services.
Email Marketing
A professionally designed email campaign is a measurable way
to reach niche customers and potential clients. As all buyers are
not same, so not are marketing messages. This requires tailoring
messages to create customized campaigns that match with the
right customer type to drive sales
SMS (Text)
Marketing
Short Message Service or (SMS) is a great way to convey instant
message at a very low cost. It is highly effective marketing that works
great for instant message opening just within 2 minutes of being
received.

12. Direct Marketing – Types/tools
Handout/
Leaflet
marketing
One of the simplest yet proven ways of marketing is through
leaflets and handouts. A well-designed leaflet or handout
crafted with the right message is the most attention
grabbing for customers. Leaflets are usually letterbox drops,
mostly door-to-door service and have the potential to reach
customers in the most inexpensive way.
Exemplary
Customer
Service
Marketing
Twitter powered experience: Recently a Drinks manufacture,
had users to send a tweet to the brand account with a hash tag.
The Twitter powered vending machine would dispense a free
sample of drink. Consumers were delighted with the
installation which quickly went viral with thousands of people
experiencing it.
Social media
Think about social media is not in terms of the different
technologies and tools but, rather, how those technologies and tools
allow you to communicate directly with your buyers in places they are
congregating right now.

13. Direct Marketing – Types/tools
Social
broadcasting
How to drive direct sales for your product/service using social
media?
Your consumers are online to satisfy their craving for information.
Develop a social presence to ignite engaging conversations
through your broadcasts.
Social listening
Social media is awash with purchase related data (both pre-
purchase and post-purchase) shared every hour on the hour.
Monitor and proactively capitalize on those opportunities.

14. Direct digital strategy- How to develop one comprehensive
interactive marketing strategy?
Use email-marketing newsletters to announce new LinkedIn, Facebook, or Twitter feeds,
directing readers to social-networking websites for signup
Use Twitter to link followers to your latest blog post or email newsletter online to get them
interested and to re-tweet it
Use your email-marketing newsletter to list all company social-networking profiles of your
company , and use those profiles to gather email-newsletter signups
Invite customers to participate in YouTube viral-marketing video contests that show real
consumers using and enjoying your products
Read and respond to comments within social networks, developing newsletter or blog
articles around topics readers discuss the most

15. If you want to learn more about Direct Marketing …
And that’s not all!
Read from my book, “The New Frontiers of Marketing” to know the
right tactics of Direct Marketing, all power-packed in this whole book!
Explore a little more.