Marketing language - especially in technology product marketing - can be very obtuse. At Knotice, we do our best to avoid clichés and product descriptions devoid of meaning by making authenticity the primary principle that governs our marketing and product definitions.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.
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