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The Direct Path to Finding Prospects and Customers Online

June 4, 2012 by Larry Dozier divider image

There’s a type of marketing that produces more sales than display advertising, PR, or community-based social media.

It’s called direct marketing, and surprisingly, it’s not widely understood.

But we believe that when in doubt, go direct.

A lot of online-based businesses, especially those built around a blog, don’t realize that the kind of marketing they’re doing is a form of direct response marketing — in other words, taking a marketing message directly to your customers, instead of running ads that potential customers might see.

In the United States in 2010, direct marketing accounted for 54.2 percent of all ad spending, according to the Direct Marketing Association. That’s a whopping $153 billion. DMA also says those efforts produced about $1.798 trillion in incremental sales.

In the world of traditional marketing, direct marketing is considered an advertising discipline. Direct response copy is written for, and to, the customer.

Flowery, corporate-communications-speak laden with “messaging” hits the trash can faster than an Olympic sprinter reaches the finish line.


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