Direct Marketing To Deep Development

Mr. Li is a department manager of a IT company. In the morning, he opened the mailbox to work. Besides working mail, he received a promotional email from the online bookstore. He received such an email every week after he bought a book at the bookstore. Basically, Mr. Li looked at it roughly. If he had interested books, he would click directly to order, which would be much cheaper than going to the bookstore for half a day or searching for hundreds of thousands of books on the Internet. Besides, the price on this kind of mail is usually 20% more than that on the website.

At noon, Mr. Li received another call to invite him to attend a new product conference of IT manufacturer. For Mr. Li, he knew the latest development of this industry, but he had the most professional job, so Mr. Li also booked the seat of the participant with the operator on the telephone side.

At the opening of the company's office, the manager of the executive department said that a fax from a office supplies supplier had recently been received, and most of the goods were cheaper than the current suppliers.

After class, Mr. Li received a beautiful catalogue of his home office in his mailbox. This is his wife's favorite. Every month, he always has some cushions, CD-ROM shelves, trinkets and so on.

Another is Mr. Li's home phone bill last month. On the contrary, he recommends Mr. Li to adopt a new monthly package. Mr. Li has figured out that it can save much more than it does now, and sent a short message to this package service.

What Mr. Lee has experienced is what we are experiencing.

Every day, countless unrelated information related to us is covered by various channels, and these are direct marketing in the eyes of professionals.

Of course, apart from useful information, we will also receive a lot of annoying spam, harassing phone calls and fraudulent messages.

This is also very puzzling to us: sometimes this information is very useful to us, sometimes it is naked harassment.

"This is actually a microcosm of the development of direct marketing in China," said Zhang Tao, general manager of a professional direct marketing company, SinoBase. (Nobers)

"The development of direct marketing in mainland China is not long, and it is not perfect in industry regulation. There is no specific industry standard and legislation.

At the same time, some enterprises engaged in this industry are not standardized in operation, and in fact, it has brought considerable negative impact on the industry.

A large number of spamming, harassing short messages, ubiquitous promotional leaflets and even fraudulent phone calls have been seriously affected by the quick success and instant benefit of the industry, which has become a malignant tumor affecting the healthy development of the industry.

"Strictly speaking, these can no longer be called" direct marketing ".

So what is direct marketing?

"It is a point to short communication that attaches great importance to customer interest.

Emphasis is on customer experience and respect.

Secondly, the development of direct marketing has more emphasis on the integration of multiple channels.

Single channels, such as SMS, telephone, and montasking, can not fully cover the customers. For customers, choosing the reasonable matching of multiple channels according to consumer preferences is often the most cost saving and the most effective way.

"In 08 years, SINOBASE has completed the strategic cooperation with the Beijing daily distribution company in the franchise distribution and the Reke era in EDM and university campus movie projection hall.

This enables us to provide customers with more effective channels of communication. "

This will also become the development trend of direct marketing service providers.

"Choose direct marketing, for customers, can effectively control the marketing cost."

Zhang Tao stressed that "especially for most small and medium enterprises or emerging enterprises, capital is tight, it is impossible to invest too much in marketing, and how to get the best results at a limited cost."

Direct marketing itself is a process of continuous feedback and continuous optimization and improvement, which can be adjusted according to the customer's reflection including coverage and content, including communication.

To help customers effectively control costs.

At the same time, direct marketing service providers are also constantly reducing their operating costs. "We have pferred the 200 seat call centers to the second tier cities, with the help of modern information management and remote control. In fact, the experience of customers has not been different from before, but the cost has dropped by 30%." Zhang Tao predicted that "this kind of human intensive services must be pferred to strategic areas with lower cost, which is the trend of the development of the industry."

Just as the service industry in developed countries has been outsourced to China and India, these Chinese labor-intensive industries are constantly shifting to areas with abundant human resources and low cost.

More meta communication channels, lower operating costs and more standardized operation methods.

China's direct marketing industry is developing in depth. We expect that the industry will grow healthily and further.