关于直效营销,你需要知道的
Direct Marketing: What You Need to Know
574字
2019-12-17 16:00
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火星译客

What Is Direct Marketing? 

什么是直效营销?

Direct marketing is an advertising strategy that relies on the individual distribution of a sales pitch to potential customers. Mail, email, and texting are among the delivery systems used. It is called direct marketing because it generally eliminates the middleman such as advertising media.

直效营销是一种向潜在客户单独进行销售的广告策略。 邮寄、电子邮件以及发送短信都属于这种营销系统。 之所以称为直效营销,是因为它去掉了像广告媒体这样的第三方渠道。

How Direct Marketing Works 

直效营销是如何运作的?

Unlike most marketing campaigns, direct marketing campaigns do not rely on advertising in mass media. Instead, they deliver their sales pitches by mail, by phone, or by email. Although the numbers of pitches sent can be massive, an attempt is often made to personalize the message, inserting the recipient's name or city in a prominent place.

与大多数营销活动不同,直效营销活动并不在大众媒体上推广。 相反,他们通过邮寄、电话或者电子邮件将他们的产品信息传递给消费者。虽然可能发出信息的数量巨大,但这些信息通常会试图个性化显示,将接收者的姓名或所在的城市放在醒目的位置。

The call to action is a common factor in much of direct marketing. The recipient of the message is urged to immediately respond by calling a toll-free phone number, sending in a reply card, or clicking on a link in an email promotion. Any response is a positive indicator of a prospective purchase. This variety of direct marketing is often called direct response marketing.

促使顾客采取明确行动是直效营销的一个基本特征。 信息的接收者被要求通过拨打免费电话、发送回访卡或者点击电子促销邮件中的链接立即的回应。任何回应都是潜在购买的积极指标。这种直效营销通常也被称为直复营销。

Targeting in Direct Marketing

直效营销的目标

The most effective direct marketing campaigns use lists of targeted prospects in order to send their messages only to the likeliest prospects. The lists might target families who have recently had a baby, or new homeowners, or recent retirees with products or services that they are most likely to need.

最有效的直效营销活动是利用目标客户列表,将信息发送给最有可能的潜在客户。该列表可能是针对最近有了孩子的家庭、新的买房者或者近期退休的人,向其提供他们最可能需要的产品或服务。

Catalogs are a form of direct marketing with a history that dates back to the latter half of the 19th century. In modern times, catalogs are usually sent only to consumers who have indicated an interest by a previous purchase of a similar product.

目录购物是直效营销的一种方式,其历史可以追溯到19世纪下半叶。 现代社会中,产品目录通常只会提供给此前购买过类似产品的表示出相关兴趣的消费者。

The Advantages and Disadvantages of Direct Marketing 

直效营销的优缺点

A direct marketing pitch that is delivered to the widest possible audience is probably the least effective. That is, the company may gain a few customers while merely annoying all of the other recipients. Junk mail, spam email, and texting all are forms of direct marketing that many people can't get rid of fast enough.

将产品信息直接传播给尽可能多的受众可能产生最差的营销效果。也就是说,虽然公司可能获得了少量的客户,但同时也让剩下所有的信息接收者产生反感情绪。 邮寄宣传品、垃圾邮件以及发送短信都是许多人无法摆脱的直效营销模式。

Many companies engage in opt-in or permission marketing, which limits their mailing or emailing to people who have indicated a willingness to receive it. Lists of opt-in subscribers are particularly valuable as they indicate a real interest in the products or services being advertised.

许多公司采用选择性加入或许可式营销,这种方式让他们只向表示愿意接收的人群邮寄或者发送。选择加入的订阅者尤其具有价值,这是因为这些人是对推广的产品或者服务表示出真正兴趣的用户。

Who Uses Direct Marketing

谁在使用直效营销

Despite its drawbacks, direct marketing has its appeal, particularly to companies on a shoestring budget who can't afford to pay for television or internet advertising campaigns.

尽管存在缺点,但直效营销仍具有其吸引力,特别是对于预算有限、无法负担电视或互联网广告费用的公司。

Direct marketing is the preferred advertising strategy for small local businesses, which can distribute hundreds of fliers, coupons, or menus for less than it would cost them to place an ad or make a commercial.

对于本地小型企业而言,直效营销是其首选广告策略。因为通过这种广告策略,企业可以派发数百张传单、优惠券或菜单,而同时花费的成本少于投放或制作一个广告的成本。

By its nature, the effectiveness of a direct marketing campaign is easier to measure than other types of advertising. This is because they often contain a call to action. The company an measure its success by how many consumers make the call, return the card, use the coupon, or click on the link.

就其本质而言,直效营销活动比其他类型的广告宣传更容易进行效果评估。这是因为直效营销通常包含用户行为号召,因此公司可以通过打电话、返还卡片、使用优惠券或者点击链接客户数量来评估其成功与否。

Key Takeaways 

重点

  • Direct marketing relies on distribution to individual consumers rather than advertising in mass media.
  • The call to action is a common factor in much of direct marketing.
  • The effectiveness of direct marketing is easier to measure than media advertising.
  • 直接营销依赖于向个人消费者分发,而不是在大众媒体上投放广告。
  • 促使顾客采取明确行动是直效营销的一个基本特征。 
  • 直效营销的效果比媒体广告更容易评估。
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