Successful Direct Marketing: An Introduction and Overview

Course Overview

Gain an important overview of online and offline direct marketing channels – from print to web to social media.  Explore the move towards integrated or multichannel marketing and discover how direct marketing techniques can be used effectively in all media.  

Course Content

Understand the dynamic and growing world of direct marketing! You’ll review key practices and techniques for new and traditional media… and learn how to apply these in a multichannel, integrated environment. 

What you need to know about the direct marketing process
• Key terms defined including: direct marketing, direct mail,
direct response, and multichannel marketing
• Objectives and uses of direct marketing

Describing the transforming role of marketing in the 21st Century
• Why the contemporary consumer journey makes the
traditional marketing funnel obsolete
• How today’s prospects and customers follow the chronology
of purchase intent
• How almost all marketing has turned into direct marketing
and direct marketing into multi-channel marketing

The key elements of direct marketing (exercise)
• Channel and audience
• Copy/Design
• Offer
• Timing

Foundations of direct marketing segmentation
• Finding riches in niches
• What is segmentation and how do you use it?
• Demographic segmentation
• Behavioral segmentation

Measuring direct marketing performance
• Measurement Mindset
• Performance indicators and metrics
• Front-end and back-end measures
• Characteristics of good key performance indicators (KPIs)
• The range of key performance indicators

Building customer relations
• Why customers are your organization’s number one asset
• Establishing trust and credibility with customers
• Making adjustments to comply with the customers’ needs
• Relationships with your highest value customers
• Benchmarking relationship-building efforts

Differences in B2B and B2C marketing
• Filmographics
• Creating communications for the complex sale
• Selling direct vs. multi-step lead process
• Navigating multiple buying influences

Integrating direct marketing in a multi-channel environment
• Behavior, context, and observation in marketing
communications
• The role of direct marketing for brands
• Transactional branding
• 21st Century marketing is customer involvement
• 10 steps to integrating direct marketing and social media
marketing