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Growth of Direct Marketing
Once considered too expensive, difficult to scale across with sales and
service, and limiting in terms of market expansion, direct marketing has
gone through a rejuvenation as a result of several key factors. Most
significantly, there has been the exponential growth in the use of
electronic communication with markets, from the use of websites and e-mail
to Instant Messenger blasts and the growing popularity of blogs. Combined
all these electronic forms of communication and connecting with customers
have turned the dynamics of indirect versus direct marketing around 180
degrees. In parallel with the exponential growth of electronic
communication, there continues to be significant increases in the
development and use of analytics software applications that can quickly
provide insights into the thousands of customers companies serve through
the direct marketing model. As a result of these first two dynamics, it's
also been possible to analyze the performance of indirect versus direct
marketing models, and companies are finding that they often did not need to
have as many salespeople as they once thought (Arnold 2003). In indirect
selling and marketing strategies, there are often larger sales forces to
manage the many distributors and dealers. In direct selling and marketing
models, often it is the coordination of multiple channels of distribution
including websites, direct mail, 800 numbers, and for the largest direct
accounts, sales reps. The costs of sales in a direct marketing, when
organized across multiple electronic sales and marketing channels, can be
significantly less than the indirect sales and marketing models companies
use. In summary, the growth of electronic communication, increased power
of analytics applications, and the costs of maintaining a direct versus
indirect strategy all combine to the growth of the direct marketing model.
References:
Arnold (2003) - Matthew Arnold. 5 Factors Driving Direct Marketing.
Marketing Management Magazine. June, 2003. Accessed from the Internet on
July 22, 2007 from location:
http://offlinehbpl.hbpl.co.uk/Misc/MMM/Features/603%20DIRECT%20MARKETING%203
8-49.pdf
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