Direct marketing is the implementation of communication strategies that establish a direct link with a specific target. No intermediaries, companies address their users directly via a personalized, interactive message that must generate a return, a short-term, quantifiable action.
These targeted communications are achieved thanks to a very fine segmentation of the target user, enabling us to propose, adapt and respond to the needs of different profiles.
This segmentation is based on a comprehensive, up-to-date database.
Many companies have integrated direct marketing as an integral part of their overall marketing strategy. A successful direct marketing campaign relies on several elements:
- An offer, a service to propose to the target audience (current promotion, invitation to private sales, invitation to test drives...).
- A customer/prospect database that gathers all the data collected via all points of contact. The more accurate, detailed and precise the customer file, the more appropriate the offer.
- The type of communication medium in line with content and target.
- Direct response. The message broadcast must offer customers or prospects the possibility of replying directly without having to use another channel to contact the company.
The main objectives of any marketing campaign can be summed up as capturing new customers, building customer loyalty and increasing sales.
Because of its fast, engaging level of interaction and involvement with the target, direct marketing also contributes in the short to medium term to :
- Enrich databases by collecting information
- Gathering opinions
- Trigger a prospect to visit your store or website
- Converting prospects into customers
- Dealing with customer dissatisfaction
- Increase the company's market share
One of the key stages in any direct marketing strategy is the identification and segmentation of the target to whom the message is to be addressed (the message itself being fundamental to success).
Each company must therefore strive to collect all possible information throughout the user's journey, in order to enrich its database, complete missing information and update data already present.
The types of data collected may include customer contact information (name, e-mail, telephone number, address, B2B company name, etc.), purchase history, content pages consulted, products and services requested, website navigation, etc.
However, the collection and use of unreliable, incorrect or out-of-date data have a considerable impact on the decisions that can be derived from their analysis. As a result, marketing strategies can fail, resulting in lost sales, poorer customer relations and a damaged corporate image.
To ensure data integrity, companies are increasingly equipping themselves with Data Quality Management solutions.
Data Enso offers solutions for optimizing your data collection. Our solutions are designed to validate, verify, correct and enrich your data, either directly via integration into your forms, or indirectly via batch processing of your existing database.