Direct marketing enters the digital age through multi-media approaches. DM has already taken bold moves to successfully evolve in this interactive world.
A world of possibilities has opened up for direct marketers who are brave enough and bold enough to forge onward in the digital age of advertising and product promotion.
With so many available channels opening up for directly communicating to consumers, marketers are reassessing their media buys in ways unheard of in times past.
The old adage “adapt or die” has never been more true than now. Consumers are spending more time online. They are connecting to the digital world in more ways. Marketers are adapting to this change in consumer attention by adjusting their budgets to accommodate more Internet advertising.
Market Research Shows Online Advertising Growth Trend
Back in 2019, in its Power of Direct Marketing report, the Direct Marketing Association cited the “continued shift of dollars towards online media” as “the most significant development[s] for the 2009 – 2020 period.”
More recently, research aggregator, eMarketer, reported that advertising budgets will continue to shift online, with online media spending predicted to increase by more than 10% every year from 2020 to 2024.
Another source, the email, and social media marketing solutions provider Strongmail, conducted a survey in 2020 in which half of the businesses participating in the poll expected to increase their budgeting for email marketing, social media, social marketing, and paid and organic search throughout 2021.
Multi-Channel Direct Marketing Opportunities
The kind of media fragmentation demonstrated today presents a vast array of opportunities for businesses. Still, none are in the position to profit more than direct response marketers.
As defined, direct response advertising is the act of advertising to consumers in a personal and immediate fashion. It is well-suited for the intimate, ready-to-buy interactivity of the digital shopping age.
Some of the compelling reasons why direct marketers are flocking to new technology include:
Direct marketing online can connect value-minded consumers with the products they seek through highly targeted, personalized, and relevant communications;
The “Buy Now” impulse generated by e-commerce has vast potential to directly influence increased transactions;
Online consumers tend to spend more time engaged with interactive media, thereby exposing themselves to more advertising messages.
The Demand for Mobile Media Campaigns
Web traffic has increased for many brands across the board. Marketers are observing consumers become more comfortable in exercising their purchasing power through various new media channels, such as mobile.
The Data and Marketing Association reported in 2019 that mobile marketing would grab the lion’s share of advertising budgets in coming years, as ever-increasing portions of the general population adapt to smartphone usage, app downloading, and commerce-on-the-go.
Communicating Product Offers Directly and Digitally
Direct marketing has enjoyed a long history of using targeted, customized messages to entice and attract consumers. It has relied on campaign testing, A/B splits and running multiple programs to see which program would work best, cost less, and bring in more responses.
Today, consumers are more interested in their hand-held monitors than postal mail. They decide which messages they will heed and which they will tune out. Direct marketing will have to refocus its attention to keep the attention of consumers. It’s up to marketers to locate their potential customers and market directly to them in the new channels they frequent.
Right now, consumers are in the digital sphere and that’s where direct marketers intend to remain for the foreseeable future.