09/03/2013
A More Personalized Way to Reach Customers
For many companies and service providers, particularly those that are small or very nuanced, traditional forms of advertising — radio, newspapers, television, and the like — may not be the best use of promotional budgets. For example, a company that sells a men’s hair loss prevention product would have to find a radio station whose format appealed to older male listeners who might be experiencing this problem. There would be no guarantee that this group would be listening to that particular station at the exact time the company's ads were broadcast.
Direct marketing, by contrast, would allow the company to pre-select customers who meet the right demographics. These people could be targeted with specialized mailings or phone solicitations. In this way, the company could spend the same amount of money on advertising but reach a higher percentage of potential purchasers.
