Each company has its own peculiarities, which does not prevent us from grouping them according to certain shared criteria. One of the differences that most affects their promotional strategies is the size of their business.
It is clear that large brands need to attract a volume of customers proportional to their size. The direct marketing is the most effective tool to attract more customers.
The development of this topic has these points:
- Why direct promotions are more effective in attracting larger audiences.
- The three phases of a direct marketing strategy to attract more users: campaign design, launch and follow-up. We add the essential tools for each step.
Are you unclear about the concept of direct marketing? Here you have all the information.
Why use direct marketing in large companies?
An essential principle for the consolidation and growth of a business is to increase its penetration among the public. Simply put, it must attract more and more customers. It also seems logical to deduce that the more production volume a company has, the more customers it needs.
Promotional campaigns have the basic objective of making brands known. But that is not enough. It is necessary to guarantee the widest possible reach, so that it results in high response rates.
Is more public always a guarantee of more response in purchases? Not necessarily. The absolute number is obviously higher. However, if the percentages are handled, the company may be surprised about the effectiveness of a mass promotion.
With direct marketing, the company plays with all the factors in its favor. Launch a crowdsourced, yet personalized campaign. This type of message captures more interest, among other reasons because it responds to customer preferences.
The email marketing has proven to be very effective in attracting customers in promotional campaigns.
How to leverage direct marketing for customer acquisition
Large firms need to increase their volume of customers, to be more attractive to a greater number of people. But, let’s not fool ourselves, this audience acquisition is positive for any company. Therefore, these tips on the keys to the successful implementation of direct marketing are useful and interesting for any business, regardless of its size.
We will distinguish three phases of the campaign process and where to focus at each stage. In addition, at the end of each section, we propose an effective technological tool to optimize the results of each action.
Strategy planning
In the design of a promotional action there is one element that makes the difference between success and failure: data. It is necessary to have varied and reliable information and to have tools to manage it. It is easy to understand that a standard database is not enough, especially in a large company that handles large volumes of information.
In addition, all such data must be handled in compliance with privacy regulations. The penalties for failure or non-compliance are very serious. Not to mention the loss of confidence that a customer may feel if his privacy is violated.
Tools: It is advisable to have a Data Quality, essential for the quality and personalization of the treatment with the clients.
You can learn more about the concept of personalized marketing and its benefits for companies.
Launch of the campaign
You have the audience segmented and the timing prepared. Now it’s time to choose the channel for your marketing campaign. Currently, the most common is to opt for digital media (SMS, Social Networks, email…) and renounce traditional physical channels.
However, this selection is a mistake, especially if the idea is to reach the largest audience. You can combine digital and physical communication to broaden the audience spectrum. In addition, direct marketing involves personalization in this section as well, to reach each customer through their preferred channel, which increases their response.
Tool: Undoubtedly, it is in the best interest of companies to have a multichannel communications platform. multichannel communications platform. This formula makes it possible to work with both physical and digital media simultaneously.
This is a summary of the benefits benefits of being able to combine digital and physical channels.
Monitoring of results
Finally, the results of each promotional action must be monitored. This has always been done. The great advantage and difference of direct marketing is that technology allows this monitoring to be personalized and in real time.
Tool: An advanced data advanced data analytics, preferably in the hands of professionals. The company receives reliable and practical reports to design the following campaigns.
MailComms Group has been developing technological tools that facilitate the development of direct marketing strategies for three decades. direct marketing strategies. Moreover, taking into account the specific characteristics of each company. Contact us at and we will find a solution tailored to your needs.
Frequently asked questions on the role of direct marketing in customer acquisition for large companies
Why is it important to attract customers for a large company?
It is clear that large companies need to sell more quantity, proportionally to their production figures. Direct marketing not only allows you to attract more customers, it also increases conversion rates.
How does direct marketing influence customer acquisition for large companies?
Direct marketing campaigns are based on two principles, personalization and multichannel. These two elements ensure that more people are reached, with a message that interests them more, in a faster time. But, above all, it is easier for the customer to respond, as their preferred channels are enabled.
Which direct marketing tools are most effective for customer acquisition in a large company?
It is essential to have a multichannel platform, combining digital and physical media, and that makes it easy to move from one to the other quickly, to ensure that the message reaches the largest number of customers.
Just as necessary is an efficient data service to collect, manage and store the information. There is no direct marketing if customers cannot be segmented. In addition, the protection and privacy of this personal data must be guaranteed.
What is the key to designing an effective direct marketing campaign for customer acquisition?
Multichanneling allows you to reach a larger number of people and attract more of their attention, since you communicate with each one through their preferred channel.