Don't Forget Sound Marketing
Marketers are excited. So are consumers. What's the cause for all this excitement? E-commerce. Marketers recognize the opportunity to broaden their share of the market with e-commerce. Consumers are intrigued by the promise of online convenience, the myriad choices and outrageous deals.
So as a direct marketer whose success is rooted in direct mail, what should you do? Should you have a Web site and use it as your base for doing e-commerce? Should you forget about direct mail? Or do you integrate your direct "snail" mail advertising with your Web site and, if so, how? Here are four tips on what to do and how to do it.
#1 Use common sense.
#2 Do not replace the direct mail that has made you successful.
#3 Continue to practice sound direct marketing principles.
#4 Keep asking, "What does my customer want and expect?" and continue providing it in all your direct response efforts.
1. Use common sense.
The Internet is changing the way people communicate, shop and search for information. But change is a gradual process. Unless your audience is a highly focused group of early adopters, you need to continue to make doing business with you attractive for all customers. The best way to do this is to let your customers choose how they do business with you—by mail, phone, fax or by visiting your Web site. When you let your customers tell you how they want to do business and then deliver on the promises you make, you are truly integrating your direct response advertising.
2. Do not replace the direct mail that made you successful.
Even though you're excited about new e-commerce opportunities … even though the headlines of every trade publication, daily newspaper and business magazine are filled with news about online shopping, and even though you're concerned about seeing your (old and new) competition entering the world of e-commerce, use common sense and look at how other successful marketers are doing it.