Message & Media: Marketers, Ask Yourself: Are You a Real Direct Marketer?
• Real direct marketers aren't reluctant to learn about new things such as Twitter, Foursquare, mobile advertising, QR codes and text messaging, whether or not they use it.
• Real direct marketers know that people buy, not companies. And people buy from people, not companies (which is why the experts at MarketingExperiments recommend you include the name of a real person with a real title in the "from" line of emails you send to your customers).
• Real direct marketers know what sells, why it sells, who buys it, and when and where they buy it.
• To a real direct marketer, all customers are not equal. Those who buy more often, spend more and have purchased most recently are more valuable than the other 80 percent and are treated accordingly.
• Real direct marketers agree with David Ogilvy, "If it doesn't sell, it's not good advertising." While awards are nice, actual sales and bottom line results are the true measure of direct marketing success.
• Real direct marketers are grounded in reality vs. perception. For example, according to a DMA study, direct mail and catalogs currently drive more than $556 billion, or one-third of direct sales, in the U.S. annually. In contrast, direct response advertising on the Internet, including search and combined with email and mobile marketing, currently makes up less than 30 percent of total direct sales. While the reality is digital channels are growing rapidly, the perception is direct mail and catalogs are dead. But they aren't.
• Real direct marketers solve problems with confidence because they test, track and measure results. Have a low average order? Test offers to increase it. Have a product priced too low with margins too small to sell in single units? Test bundling. True direct marketers love a challenge.
• Real direct marketers also know that while direct marketing has rules … rules are to be broken. However, you owe it to yourself and your business to understand the rules before you start breaking them.