Subhakar Rao Surapaneni

Investor, Sales and Marketing Pioneer, Author, Technology Champion, Philanthropist, Leadership Mentor

Direct Marketing – How this powerful technique can transform market from monologue to one-to-one personal dialogues

Direct marketing via multiple channels can create two-way dialogue between customers and brands replacing the traditional marketing monologue


(Excerpts from the book, “The New Frontiers of Marketing”)

 A direct marketer’s approach is defined by direct contact that elicits consumer’s action, no matter the type of channel he chooses to connect.    

Today’s consumer loves to be in control of his purchasing cycle-right from his preferred marketer of contact, his preferred product, the number of times to be contacted, duration or even the preferred mode of communication. This has left marketers with no choice rather than devising the best way to treat the consumers in a way that can earn brand loyalty.  No doubt, the entire marketing industry today is commoditized via online channels that suggest interactions with consumers across all stages of the purchase cycle. Marketing channels is all at the rage today from push to pull marketing tactic, especially when buyers are researching on their own about all possible potential solutions.

Today’s direct marketing approaches are more refined to ease communication and nail a sale to consumers. This has facilitated instant dialogue and seamless direct communication between buyers and sellers. Harnessing the power of customer insights from conversation created between consumers and brands in social media, marketers are now one step closer in improvising the consumer journey.

Direct marketing is no longer a direct single-channel   

Direct marketing is no longer confined to a direct mail, post card or merely a telephone call. Many digital channels are paving marketing ways to connect the consumers or clients in the long run. All efforts are directed to invoke a two-way communication-between the seller and the buyer.  There is a paradigm shift from the product focus to client focus necessitating powerful tactics to improvise personalized experience in dialogues or two-way communication. The focus of marketers today has shifted from customer acquisition to customer retention employing the most cost-effective way.

Today, each stage of the consumer buying cycle across the social media channels is marked by its own corporate goal. This has urged a direct feedback loop between the consumer’s action and the marketing message, with the need of intensifying more relevant messages by the marketer. To aid this, here is the 40-40-20 Rule of Direct Marketing. Let’s get into the dictum.

The 40-40-20 dictum says:

40% success of campaign depends on contact list selection

40% on deal offer

20% attributed to creative execution

Let’s explain them one by one.

40% = Listing for targeting      

It is a no-brainer that a well-defined list of clients and consumers will earn you profitable businesses. This includes focussing on the right audience profile that will help determining the right marketing message to be sent at the right time.

40% = Deal offer  

A hot offer to consumer is an exciting way to entice them. Whether your existing or new customers adding a value percentage to the word ‘free’ offer can definitely generate repeated business, something so good that they truly never want to miss it!

20% = Creativity/design

This suggests 20% success rate of your marketing message is based on the design and layout. All you need to do to make it count is to design your message in a creative way that invokes an emotional response instantaneously!

Want to learn more? Sign up today  The New Frontiers of Marketingis a marketing treasure that will unlock more insights on direct marketing-its types, tactics and strategies. Read on to learn more about them.

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