|
Direct Marketing Targeted direct marketing with personalized communication, interactions, and transactions with your prospects and customers — with measurable results. Direct marketing has evolved from its perception as the awkward stepchild of the glamorous advertising industry to the sophisticated, must-have approach to profitable relationships with customers. Come to DMA for the best in direct marketing education with the following courses:
In a challenging economy, businesses are eager to measure and maximize the return on investment for every marketing dollar spent, and direct marketing techniques have proven to be the winning strategy. Whether the goal is to identify new prospects, create demand, convert sales, upsell, cross-sell, increase loyalty, or uncover efficiencies, direct marketing offers an efficient and effective solution. And just as importantly, it generates the data to prove it. Simply put: direct marketing brings the discipline of science to the art of selling.
Turn to DMA education to master the universal components of effective direct marketing: Segmentation: Identify and reach your best prospects and build a rich database to support profitable ongoing relationships. Customize your campaigns for narrow segments or specific individuals to increase response. Creative: From attention getting headlines and graphic bursts, to the placement of the shopping cart on a website, direct marketing creative elements are designed for profit not beauty. Vast amounts of research and data support creative decisions, and informed choices are profitable choices. Offer: Design and refine special offers that encourage your recipients to respond to this specific campaign at this specific time (rather than simply wait until the next time they are at the mall etc.) Call to Action: Find and deliver the right combination of offer, creative and urgency to inspire your recipients to act – then give them the means to do so. Whether you want them to click a link, call a toll-free number, send a text message, or send in a response card, a call-to-action is one of the defining characteristics of direct marketing. Testing: Send various versions of a campaign to test different offers, creative elements, price points, or targets to measure response and improve your return on investment for future campaigns. Tracking: Measure the cost, response, and return on investment of each version of each campaign. Response cards, unique URLs, unique phone numbers, key codes, offer codes, email open rates, click-throughs, and increasingly sophisticated online metrics generate a wealth of data that can be used to increase profitability. Whether you are new to direct marketing and looking to understand the fundamentals, or a seasoned pro looking to sharpen your expertise in a specific area, DMA is the undisputed best source for professional development and forward-focused education. |
