We maximize the ROI of direct digital marketing through process automation, increased relevance and improved performance.
It seems the first question that gets raised is: “Please tell me what direct digital marketing is!” It’s a legitimate question, so here’s a pragmatic, three-part definition:
- We all have a solid idea of what “direct marketing” is, right? Boiled down to its essence “direct marketing” is commonly understood as: One printed piece sent to a single postal address (this is where the term “addressable” marketing comes from).
- When we insert “digital” into this phrase, we’re simply tweaking the term to include the “addressable” channels of digital marketing.
- Today, the addressable channels of digital marketing include:
• One piece of web content sent to a single site visitor identified by a cookie.
• One email sent to a single email address.
• One SMS message sent to a single mobile phone number.
These three addressable channels provide the key ingredients for any direct digital marketing campaign. Unlike traditional direct marketing, you can track everything. And, it’s two-way – allowing for ongoing dialogues (versus one-way campaigns). To see an example of this, click here.
When all is said and done, we hope everyone understands that “direct digital marketing” is a digital marketing method that provides relevant marketing communications that are addressable to a specific individual with an email address, a mobile phone number or a Web browser cookie. With this come all the advantages inherent to digital marketing – ease of segmentation, speed and efficiency of delivery, accountability, flexibility, responsiveness, and technology that provides easily variable, relevant, and personalized content, regardless of channel.