Income Network in Direct Marketing & Mailing
Direct Marketing is a form of advertising that allows businesses and organizations to communicate directly with customers through a variety of media, such as phone calls, text messages, emails, fliers, brochures, and targeted online ads. The good thing about direct marketing is that there are so many alternatives that if one approach doesn't work, you can easily switch to another.
The need for direct marketing has increased with the abundance of today’s marketing channels. Direct marketing campaigns are very effective at earning attention and engagement.
There’s a reason why direct marketing has remained the top marketing strategy for the past 50 years. In fact, chances are you’ve been regularly engaging in direct marketing without even realizing it!
Believe it or not, direct marketing has existed in some form or another since the 15th century. However, it wasn’t until Lester Wunderman, the ‘father of direct marketing,’ coined the term in the 1960s that businesses begin to seriously apply it as a strategy.
While techniques such as targeted sales pitches and the use of data analysis to optimize marketing campaigns might seem self-evident to us savvy modern marketers, back in the day.
Email and direct marketing is a match made in heaven, and it’s all too easy to see why it’s the most prevalent form of direct marketing out there at the moment.
For one thing, direct mail has a powerful advantage over digital marketing channels through the sheer fact that it’s tangible. The simple act of being able to physically hold something in your hand communicates a very different experience to simply reading something off a screen.
What is Direct Marketing and Mailing
Direct marketing occurs in both business to business (B2B) and business to consumer (B2C) settings. According to the Direct Marketing Association, in 2012 commercial and nonprofit marketers will spend $168.5 billion on direct marketing. This amounts to more than half of all ad expenditures in the United States, and 8.7 percent of US gross domestic product.
According to the Direct Marketing Association, as of 2012 there were 1.3 million employees working in direct marketing in the US. These sales efforts that directly supported another 7.9 million jobs. While the Bureau of Labor Statistics does not track data for direct marketers as a specific role, but they provide the following information about Advertising, Promotions, and Marketing Managers:
- 2010 median pay: $52.05 per hour and $108,260 annually.
- Number of Jobs, 2010: 216,800
- Projected job growth rate 2010-20: 14% (average)
- Entry-Level Education: bachelor’s degree
While we may have moved on from the days of spam phone calls and product catalogues, the underlying principles of direct marketing are just as relevant today as they were 50 years ago. The major difference between now and then is that now we have so many more avenues to connect with our customers and it’s easier than ever to create a highly-focused and targeted marketing campaign.