How to integrate direct marketing into your company’s overall marketing strategy

These are times in which large companies need to stand out in a saturated market. Experts agree on the essential role of maintaining a differentiating and coherent strategy that reinforces your brand image while connecting with your customers. Let’s see how direct marketing is a perfect ally to achieve this visibility, capturing the public’s attention and launching effective messages.

These are the aspects that we develop to explain it:

• We contextualize by giving the basic lines on which to develop a strategy of long-term objectives that is effective for a company.
• We relate the specific characteristics of direct campaigns to these axes of the general strategy.
• We highlight some of the main technological tools that help integrate direct marketing into a company’s overall promotional plan.

We remind what direct marketing is and its different strategies.

A brand is not a logo or a selection of colors. It is the emotional identification of a company, its values and its essence. It is therefore the element on which a company’s strategic focus is centered in its struggle to win the public’s attention.

Today, with over-information and globalization, marketing experts agree that the ability to stand out, connect with the audience and maintain their interest is based on these five elements:

• Be able to set clear objectives.
• Maintain coherence and consistency in the message.
• The customer and his needs as a priority.
• Ability to adapt and be flexible in the face of demands.
• Emotional connection between the brand and the customer.

It is a good time to review the concept of concept of personalized marketing and its benefits for your company.

We have already outlined what an overall marketing strategy must be to resonate with the public in this day and age. Now it is time to establish the connections that can be made between these priorities and the specific qualities of direct marketing.

It is important to note that this type of campaign is defined by its focus on the personalization of messages and the use of a combination of channels to ensure their reception, including both physical and digital media. We translate in more detail its qualities to what your company’s overall strategy needs.

• Segmentation of your target audience, using a wide range of criteria (interests, lifestyle habits, demographic data, economic level…) Very useful information to design realistic and reliable objectives.
• Personalization of messages, a customer who feels that his or her demands have been met and that generates loyalty. That emotional engagement that your brand needs.
• Combination of physical and digital channels, because the aim is to ensure not only that the message arrives, but also that the customer wants to read it. This is always more likely if it is sent through the medium in which they feel most comfortable and engaged.

This information on the differences between online and offline differences between online and offline marketing.

Here are the technological advances that can help you align your direct marketing campaigns with your company’s long-term objectives.

Is it possible to guarantee that your customer receives personalized attention, in real time and through the channel of their choice? Yes, as long as your company has a multichannel communications platform.

At MailComms Group, that tool is our CCM (Customer Communications Management). It is what your company needs to design, manage and send personalized communications through physical and digital channels.

Without reliable and updated information, it is impossible to set accurate objectives and it is also impossible to carry out an accurate segmentation of your company’s audience. The quantity of data is in the background, not that it is not important, but what is essential is its quality.

Only by managing advanced databases, your company will be able to analyze the reality and maintain a personalized relationship with your customers. This is what our Data Quality, whose philosophy is summarized in the data as the basis of the digital transformation of a company.

The philosophy of these new times could be summarized in that your company has to go and look for each customer in his environment, contact him in his preferred channel, with a personalized message adapted to his needs and provide him with the means to respond, keeping open the possibility of interrelation with the company.

Transferring all this detailed process to the volume of customers handled by a large company makes it seem impossible to maintain this personalization and integral communication with the public.

For this reason, it is essential to have tools that allow the automation of communications…

At MailComms Group we have been optimizing customer communications for 30 years, combining physical and digital channels. An experience that translates into effective and innovative direct marketing solutions. Get to know us and discover exclusive tools to advance the expansion of your brand!