Press "Enter" to skip to content

Focusing Direct Marketing Initiatives on the Right Individuals

Direct marketers are tasked with a litany of responsibilities in ensuring that their clients and businesses are afforded top promotional and advertising services. For that reason, it is an understandably high-stress field.

Whether professionals are creating a direct print mail campaign or an email promotion, at some point they need to determine their targeted audiences and stick to it, focusing on the end result as opposed to a simple step in the sales chain of events.

"We ought to be more focused on sales conversions, not lead creation," Gary Skidmore, president of Harte-Hanks Direct Marketing, points out as an example to B-to-B magazine. "Lead creation is, or should be, part of our jobs as b-to-b direct marketers; but the important metric we all need to commit to is sales conversions."

John Coe, president of the Sales & Marketing Institute, added that marketers need to focus on individuals who are the decision-makers for their companies. Accordingly, marketers may want to personalize their direct mail efforts, addressing executives by name and offering content that is personally relevant to them.

A recent study by MagnaGlobal projected direct media advertising revenue will grow 0.8 percent this year – a slim figure, but an improvement that should suggest to small businesses that they need to up their direct marketing initiatives to stay in line with the competition.

Please follow and like us:
RSS
Follow by Email
Facebook
Facebook
Google+
Google+
https://www.nextdayflyers.com/blog/focusing-direct-marketing-initiatives-on-the-right-individuals">
Pinterest
Pinterest
LinkedIn