How Keeping Up With Industry News Can Help Any Business – Even Direct Marketers

Last night after a good meal and some pleasant family time I found myself with a spare and very rare hour to myself. As I debated between taking a nice aromatic bath or reading my backlog of industry newsletters, my thirst for knowledge won out.

For someone who has spent more than twenty years in marketing and client services, I never turn away the chance to find out more about direct marketing. It never ceases to amaze me how companies and advertisers are able to find new and unique marketing methods to directly market to both businesses and consumers. That is why spending time reading industry news is part of my daily job.

Industry articles, newsletters and whitepapers are wonderful tools. Anyone in business can benefit from reading them. Remaining stagnant with your industry knowledge only serves to allow your clients to look elsewhere for the help they need. And you would have only yourself to blame. You expect your doctor to constantly keep abreast of new and cutting edge procedures and medicines. Why not do the same yourself?

Recently I was reading a paper by Robert Bly entitled “Secrets of Successful Business to Business Direct Marketing”. He makes some interesting and thought provoking testaments thanks to his many years in marketing. In one section he expounds:

“The business buyer is an information seeker, constantly on the lookout for information and advice that can help the buyer do the job better, increase profits, or advance his career.”

I cannot disagree with that. Direct marketing business to business is very different from direct marketing business to consumer. Drip marketing is very effective when marketing to a business as most will purchase a product or service after a long period of research. Consumers however are impulse buyers and one offer is all they need to see before whipping out the credit card. Where we disagree however is when he states:

“Don’t be afraid to write long copy in mailers, ads, and fulfillment brochures. Prospects will read your message – if it is interesting, important, and relevant to their needs.”

Sorry Robert, but most purchasing agents and company owners that I have dealt with over the years are consumers at heart. They purchase needed materials and services the same way a consumer would: what gives me the best value for my money. Directly marketing to them with an overload of information will have them tossing that mailer in the trash or deleting your email with the click of a button.

Whether a company uses direct marketing to attract another business or a consumer, always make sure your advertising makes the recipient want to know more. Show them where they can find out by directing them to a website, opting in through an email or responding with a return reply card. THEN send your brochure or booklet full of information.

When using direct marketing to a business, always be professional, knowledgeable and concise. Grab the buyer’s attention and lure them into finding out more. Your bottom line will thank you for it.

There are many more pieces of information in Robert’s report that have me thinking. Direct marketing experts like him are a wealth of knowledge. I have many more articles yet to read too. Who knows what I might still learn. If I do I will be sure to share.

E-Mails, Blogs, and Digital Marketing

Today, digital marketing has become more important than ever before and part of today’s digital marketing landscape is targeted e-mail merchandising. This is the approach that you take when customers need to be reminded that your business can help them out. Targeted e-mail merchandising could be designed around the providing of information, special offers, new products and services, or simply wanting to keep your brand at the top of customers’ minds.

Data capture is a very important part of making digital merchandising strategies work effectively for your business. When you partner with an agency that is masterful at gathering data, you are then enabled with profiling your target audience and segment, pinpointing whom you want to target and when. Deriving your knowledge from who has looked at you, when they have looked at you, and how often they have done so, a quality marketing company can start to profile your audience so as to take a more intelligent approach to lead generation for your business.

E-mailed newsletters are an excellent way of offering information in return for people giving up their data. There is no such thing as a free lunch, when you secure a client’s or a prospect’s e-mail address you get a direct method of engaging their attention. Although targeted e-mail merchandising is nothing new, the ability to trace, track, and score your prospects’ activity on the Internet is something new. You need a partner company that can provide such a unique service to the UK market.

Demand generation constitutes the evolution of targeted e-mail marketing via the process of “tagging” your prospects. With it, you’re able to score their activity and target the “red hot” prospects that are engaging with you online. As part of your integrated digital marketing solution, you need to partner with a company that seeks to increase your demand. After all, you need the technology behind you that shall be the key to your success.

A magnificent way of generating leads for people who would love to receive your e-mail newsletters is by using blogging. Blogging has now gone far beyond just a type of personal expression. It can now be a very significant marketing tool. Blogging used to be viewed as an indulgence, not a necessity. But today, we understand that blog marketing has turned into a mainstay of any online communications strategy. Blogging ensures that you maintain customer engagement while constantly having an open source of communication that customers are able to use to gain a better insight into your business. Businesses today can’t just expect customers to stick around. With effective blogging you ensure that your company can always offer something of value to your customers at no charge to them. This means that they will visit time after time. Blogs are utilised to communicate special or new offers, discounts, ways of differentiating yourself from competition, and even branding efforts.

You definitely need a digital marketing agency to help you with e-mail marketing and blogging campaigns if you’re striving towards making yourself, your company, services or products know at a national or international level. These days, you just can’t afford not to pay for a high quality digital marketing agency to help you with your online merchandising strategy.

Digital Marketing in the Digital Age

Whatever business you are in, it ultimately converges to just two facts – to how many people did you sell your product or how many people availed your service. The figures cannot be quite impressive unless the masses know about you and try whatever you are offering. So how would you do it? Would you just arrange for a public address system and start talking about your product in the supermarkets or send some printed details and specifications of your product to a number of users? That will definitely be old style and not very useful in the present times. That is exactly where digital marketing solutions come into play.

To disperse essential information regarding the products, features or any technical specifications, the business organisations employ a number of media including the broadcasting, print and Internet. Digital marketing encompasses such exercises and the channels used include the Internet and telecommunication services like SMS and telephone calls. Digital marketing can be quite extensive and ask for a lot of money when multiple channels are being employed. At the same time it can be cost effective by availing inexpensive service like online marketing.

You must have seen some popular websites displaying advertisements at the top or pop up advertisements. The banner advertisements, the ones at the top, and pop ups are some of the tools employed in digital marketing practice. Online banner advertising does not cost much and a very good campaign would be a lot less than for any campaign on offline media. Then there are hundreds of social networking sites on which you can run you free campaigns in the form of postings.

After banner advertising, the most preferred ones are the e-mails and SMS services. Recently, people have also been engaged in doing marketing over Internet telephony. The list goes on, and with the passing of each day people happen to invent new tools to grab the audience. Digital marketing has an advantage to reach to the right person and deliver the right product information. That is a good deal for small business enterprises. Digital Marketing Solutions [http://www.rupizads.com] in fact are available to anyone and the strength of the enterprise or huge investments are not the prerequisites.

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