What is direct marketing?
The definition is constantly changing
The term, direct marketing, is often used in the advertising industry, though there is no definite definition. As marketing methods change, the way the term is used is also gradually changing.
Originally created 60 years ago
It is said that the term direct marketing was first advocated by Lester Wunderman in 1961 as "an efficient sales method based on scientific advertising principles" Also, the U.S. Direct Marketing Association (renamed to the "'Data & Marketing Association") introduced the term in 1981 as "an interactive marketing method using one or more advertising media to achieve measurable reactions or deals anywhere". As marketing methods change, so does the way the term direct marketing is used.
What is direct marketing?
The definition is constantly changing
The term, direct marketing, is often used in the advertising industry, though there is no definite definition. As marketing methods change, the way the term is used is also gradually changing.
Originally created 60 years ago
It is said that the term direct marketing was first
advocated by Lester Wunderman in 1961 as
"an efficient sales method based on scientific
advertising principles" Also, the U.S.
Direct Marketing Association (renamed to the
"Data & Marketing Association") introduced the
term in 1981 as "an interactive marketing
method using one or more advertising media to
achieve measurable reactions or deals
anywhere". As marketing methods change,
so does the way the term direct marketing is used.
How does STAR TO ASIA define direct marketing?
A marketing method that utilizes advertisement and customer data to help businesses grow.
0 1
STAR TO ASIA has defined the term as "a marketing method that makes advanced use of advertising data and customer data to facilitate the whole business".
0 2
It is important to note here that direct marketing is deemed to affect not only "advertising as measures for acquiring new customers", but also "the whole business by acquiring new customers + creating a loyal customer relationship".
0 3
Another important point is the "advanced use of data", which in particular, means to accumulate "data on the direct effect of advertisements" as well as "data on customer purchase", and utilize them for marketing activities.
0 4
Below are detailed explanations of how to efficiently utilize advertisement and customer data.
How does
STAR TO ASIA define
direct marketing?
A marketing method that utilizes advertisement and customer data to help businesses grow.
0 1
STAR TO ASIA has defined the term as "a marketing method that makes advanced use of advertising data and customer data to facilitate the whole business".
0 2
It is important to note here that direct marketing is deemed to affect not only "advertising as measures for acquiring new customers", but also "the whole business by acquiring new customers + creating a loyal customer relationship".
0 3
Another important point is the "advanced use of data", which in particular, means to accumulate "data on the direct effect of advertisements" as well as "data on customer purchase", and utilize them for marketing activities.
0 4
Below are detailed explanations of how to efficiently utilize advertisement and customer data.
Point 1: Utilize advertisement data
One of the key points to success is to gather and effectively utilize advertisement data. It is important to directly verify and analyze the effectiveness of business based on numerical values (e.g. by sales or ordered volume).
For Example
Suppose an EC site spent TWD $30,000 for placing advertisements on a platform such as Facebook. It is possible to measure the effectiveness of the advertisements. For example, if 10 orders come via an advertisement and the total sales value is TWD $60,000. In such way, measuring the direct effect(sales or ordered volume) from placing advertisements is key in direct marketing. When advertisements are placed on multiple platforms, it is crucial to measure the effectiveness of the different advertisement platforms as well as the creatives used, and make adjustments where necessary.
Point 1: Utilize advertisement data
One of the key points to success is to gather and effectively utilize advertisement data. It is important to directly verify and analyze the effectiveness of business based on numerical values (e.g. by sales or ordered volume).
For Example
Suppose an EC site spent TWD $30,000 for placing advertisements on a platform such as Facebook. It is possible to measure the effectiveness of the advertisements. For example, if 10 orders come via an advertisement and the total sales value is TWD $60,000. In such way, measuring the direct effect(sales or ordered volume) from placing advertisements is key in direct marketing. When advertisements are placed on multiple platforms, it is crucial to measure the effectiveness of the different advertisement platforms as well as the creatives used, and make adjustments where necessary.
Point 2: Collect and utilize customer data
Another point is the utilization of customer purchase data. Our thought regarding direct marketing is that it is important to accumulate the data of who have purchased what products or services of us, and utilize them for marketing activities.
For Example
Let's supposed a customer purchased Product A on an EC site. Based on the order details, follow-up phone calls and/or CRM e-mails can be sent to this customer, based on the order information provided at the time of purchase. We think that implementing marketing activities while utilizing customer data and having interactive communications forms one of the important definitions of direct marketing.
Point 2: Collect and utilize customer data
Another point is the utilization of customer purchase data. Our thought regarding direct marketing is that it is important to accumulate the data of who have purchased what products or services of us, and utilize them for marketing activities.
For Example
Let's supposed a customer purchased Product A on an EC site. Based on the order details, follow-up phone calls and/or CRM e-mails can be sent to this customer, based on the order information provided at the time of purchase. We think that implementing marketing activities while utilizing customer data and having interactive communications forms one of the important definitions of direct marketing.
STAR TO ASIA
offers support to clients based on direct marketing strategies.
STAR TO ASIA is proud to provide the unique direct marketing know-how from Japan and professional experience in helping clients expand their businesses in Asia.
As marketing becomes more complicated and competitive, successful business cannot be
achieved simply
through direct marketing. Therefore, STAR TO ASIA also provides support in expanding
sales channels, TV
commercials for branding, and finding KOLs and models appropriate for the product(s).
STAR TO ASIA assists clients with all-around business development, including
omni-channel development,
in multiple countries, based on the data analysis and know-how accumulated through
direct marketing.
STAR TO ASIA offers support to clients based on direct marketing strategies.
STAR TO ASIA is proud to provide the unique direct marketing know-how from Japan and professional experience in helping clients expand their businesses in Asia.
As marketing becomes more complicated and competitive, successful business cannot be achieved simply through direct marketing. Therefore, STAR TO ASIA also provides support in expanding sales channels, TV commercials for branding, and finding KOLs and models appropriate for the product(s). STAR TO ASIA assists clients with all-around business development, including omni-channel development, in multiple countries, based on the data analysis and know-how accumulated through direct marketing.