The Efficacy of Direct Mail Marketing and Internet Marketing - Research Paper Example

?THE EFFICIENCY OF DIRECT MAIL MARKETING AND INTERNET MARKETING The Efficiency of Direct Mail Marketing and Internet Marketing Affiliation Date Table of Contents Introduction Marketing is a process of recognizing customers’ needs, creating goods, products and services to fulfill those needs, and pricing, offering, and advertising those goods, products and services to generate revenue. Additionally, it is very important for the organizations to recognize the purpose of marketing to enhance marketing processes and develop and implement effective business marketing strategy (Learn That, 2004; Launch Engineering, 2011; Summers et al., 2003). In this scenario, organizations can use different tools and techniques to advertise their products and services. However, this paper will discuss two well known marketing techniques. First is direct mail marketing and second is internet (email) marketing. The basic aim of this research is to compare these two techniques and suggest best among them. So this research will be a comparative study of both marketing techniques. Methods/Framework We will conduct a research to discuss direct mail marketing and internet marketing: Direct Mail Marketing Direct mail marketing is a marketing technique in which a retailer transmits marketing and promotion material or information directly to the customer. Additionally, direct mail marketing allows organizations to enjoy full authority over the management of their business communications. In addition, direct mail marketing consists of several marketing techniques. However, in order to become flourishing in the field of direct marketing, organizations will require using a number of these competent techniques. These techniques are either utilized in grouping form, or as substitute marketing practices and these techniques depend upon the followings aspects: (Systematic Direct Marketing, 2011; SmallBusinessNotes, 2011) the offer of manufactured goods the specific area of market being targeted the expenses and expected profits gained as a result of these marketing operations In this scenario, one prominent method of marketing technique is copyrighting which is used along with all other direct marketing techniques. However, thinking of people psychology, and how to utilize that to existing offers those obtain the retailing, is necessary for all the forms of business activity (Systematic Direct Marketing, 2011; Articles Max, 2011; LinkedIn Corporation, 2011). Direct marketing is considered as a direct technique for sharing and advertising the various interactions. In this way, an organization may form an effective policy for managing its customers openly,' such as various banks (for instance City-Bank) or manufacturer of computer systems across the world (like Dell Inc) use this kind of marketing. There exist no direct mediators that are regarded as traders, distributors and whole-sale dealers. In simple words, direct mail marketing can be defined as a transaction which is carried out openly between the users or clients and companies all over the business platform (Marketing Teacher Ltd, 2011; Kelley, 2006; Wolfe, 2011). Direct marketing is well-known for insistent plans that try to attain fresh consumers typically through unwanted direct interactions as well as transactions. However it could be extended to the present or old consumers. In this scenario, an important aspect in direct marketing is described as an "invitation to exploit." Specifically, direct marketing promotions should provide encouragement or attractive messages to acquire customers to react or take a proper action. Moreover, the direct marketing demands the business to locate, contact, offer, and make incentive-based information available to consumers (Marketing Teacher Ltd, 2011; Kelley, 2006; Wolfe, 2011). Uses of Direct Mail Marketing The creation of business transactions through direct mail method is regarded as an efficient approach for achieving following marketing objectives: (SmallBusinessNotes, 2011) Represent our product-line toward a bigger and extensible marketplace. We can also apply direct mail transactions results to assess and analyze new marketplaces for opening new store branches. When one finds our product line or our service costly, in this scenario the direct mail marketing is definitely a money-making technique to collect qualified opportunities and facilities. Direct mail method can establish an outlook to our services in addition to product-line. Advantages of Direct Mail Marketing One of the prime benefits of direct mail marketing is its capability to create private discussion and contact through our perspective. Further advantages of direct mail marketing comprise: (ScrippsDirect, 2004) Quick to create: We are able to arrange as well as dispatch a little support during few weeks or days. Additionally, direct mail is an ideal choice for instantly analyzing costs of products, available offers, and prospective public. Quick feedback: Direct mail method is faster and response time to direct mail is typically quicker too. Extremely targeted: Using carefully developed directories, we are able to better target our mailing capacity more carefully than we may perhaps target through other types of communication channels. Less Competition: Our marketing communication does not need to fight with others’ marketing methods. In addition, our contestants are not much inclined to identify our up to date policies and practices. Additionally Private: Direct mail marketing allows marketers to customize letters as well as apply extra well-known words inside writing of their communication letter and they have the capability to express their letter to the explicit concern of the customers. Improved newspaper marketing: Developed on customer responsiveness by praising our print promotion with the impact of intended letters. Easy to respond: The addition of an order tag and coming envelope facilitates the customer to answer direct mail. Record of reliable clients: Direct mail facilitates us to develop as well as manage great directories of the key aspects and areas of interest for our future direct mail promotions. Direct Mail Disadvantages There are also some disadvantages of direct mail marketing, which are discussed below (SmallBusinessNotes, 2011) A lot of people do not favor unnecessary offers as well as several are doubtful of their legality and efficacy. A lot of people do not try to read what they think as "junk mail” messages. In order to apply this technique successfully there is need for upholding and up-gradation of mailing members’ information. However, numerous promoters do not want to get worried with revising mail member’s directories. Since, with obsolete directories, mail could be transmitted to wrong mailing addresses as well as greatly dissipates our wealth and time. Thus, an extra potential fault and wrong member’s information may perhaps incorrectly write names or address of the people who have passed away. So these types of mistakes irritate or not as good as yet offend the receiver of the mail. A number of people are worried about the environmental influence of various resources utilized for publicizing business communications Internet Marketing Internet marketing refers to the marketing of various goods and valuable services by implementing the internet technology as a channel of communication. Lesser expenses of distribution of information plus worldwide addressees are its fundamental benefits of internet marketing. Additionally, the value of internet marketing policies has definitely augmented through the development and significance of the internet technology. In addition, at the present, the majority well known businesses are striving web based space and aspire to implement web based marketing policies to proficiently augment network traffic toward their business website containing important information and offers about the business. In addition, at the present a lot of companies have successfully implemented internet based advertising and marketing policies in their businesses to produce enhanced business experience and return (Rai, 2011; Goettel, 2011; Business Systems MLM, 2011; HostIP, 2011). Email Marketing Email marketing is defined as “the publicity of particular product line, services, or trademark by using email as a channel of communication”. Additionally, email marketing could be widely utilized to develop the affiliation between a business and its consumers or to get or attract new and potential clients globally. In this scenario, with the intention of getting electronic mail addresses of various customers, companies should have to disburse a fixed amount to an e-mail adviser, apply a contribution service, or trust in recommendations made by the customers who are already member of the business. In addition, a lot of businesses, definitely, would like to make use of a mixture of these messaging techniques for marketing purposes (Rai, 2011; Goettel, 2011; Business Systems MLM, 2011; HostIP, 2011). Moreover, email marketing has a prime capability that allows it to cover an extensive group of people within a less period. Besides, an email marking promotion is able to proficiently comprise many consecutive electronic mail messages which are designed on the basis of one or more. One of the majority widespread types of forming an electronic mail marking promotion is the one which targets a definite future day like that Memorial Day, Fathers Day, Labors Day, Christmas etc. In case of present customers, electronic mail marketing is able to facilitate to develop associations with the help of much regular communication. In addition, e-mail addresses can also be utilized to give an alert message to the customers about new offers, items or services, extraordinary cut rates and sponsorships. They too are capable to be personalized in line with web based and offline buying models. Additionally, these types of messages allow companies to develop customer trustworthiness. Furthermore, electronic mails pertaining to surveys are capable to be employed to obtain response from diverse customers of the business. And these types of survey usually comprise an inducement or encouragement to enable the customers to contribute to the business activities by enjoying online shopping (Rai, 2011; Goettel, 2011; Business Systems MLM, 2011; HostIP, 2011). Advantages of E-Mail Marketing Email is inexpensive: Electronic mail is the inexpensive channel of marketing and this capability attracts spammer and intruders to attack it. They usually do not think about whether response speed is short as its expenses are negligible. So when we wish to attain a massive group of people and if we have access to a concrete, directory of various options available, then email marketing is the best option (Levison, 2011). Email is quick: Email is quick in 2 contexts. Foremost, our manufacturing time is least. The moment we find an initiative to analyze, we are capable to compose an inspiring electronic mail, and press the “send” button. Next, our viewpoint finds our e-mail immediately thus feedbacks can begin driving in during seconds or even minutes. Swiftness, from beginning to end, implies that we have the competency to be a fabulous responsive seller of the company (Levison, 2011). Email is a marvelous analyzing channel: As discussed above, through email marketing we are able to get almost immediate replies against our queries about marketing from various people. Implementation portions are immediately available for download: Let us consider, if we are presenting views on a White-Paper full of important details, customers are able to click on our web link, provide less information, as well as download our White-Paper within less than 3 or 4 minutes (Levison, 2011). Disadvantages of E-Mail Marketing There are some disadvantages of Email marketing given below: The framework of Email is meager: Because of the spam flood, arrangement with the help of e-mail communication is a valid feature. This implies that our potential customers are seeking electronic messages from our social group, relatives, and contacts (Levison, 2011). Email messages need to be smaller. As soon as our potential customers are interpreting their messages, they wish for information swiftly. As a result lengthy portion is absent. Thus, complicated offers and discounts are exposed. Related details and advices are too revealed (Levison, 2011). Emails confine the inspiration: The email comprising text only is evidently visually rather tedious. The email message is considered as the whole ball game. Still in a Hyper Text Markup Language or simply HTML email message, we are able to include a number of charming color combination in addition to photos, although the look is not at all attractive. By means of electronic mail, our graphic designer always struggles for adjusting graphics according to theme (Levison, 2011). Huge email records or directories are tough to locate: Email directories dealers assure us a first-class "opt-in" listing however we frequently experience difficulties. A straightforward truth is that the direct mailing listing company is lots much established as well as we are able to discover moral, right and cooperative listing dealers the moment we perform business transactions (Levison, 2011). Analysis of Findings/Results E-Mail and Direct Mail Comparison Below given table presents the comparison of both marketing techniques: Table 1Comparison between Email Marketing and Direct Mail Marketing, Source (GDM Interactive, 2011) Electronic Mail Direct Mail Considering line, Subject-line and indication panel operates like a way to capture the primary interest of the receiver Through direct mail the task of getting first consideration moves to the external cover or catalog wrap The material and context of Email is typically concise and succinct although it could additionally engage thinking the scenario of a circular. The principal objective is to tempt the viewer to click on read more web page link on the website. The material and content Direct mail is typically extremely concerned with extensive copy plus numerous resourceful fundamentals. The copy has to prevail over plenty of inaction to excite procure of feedback. The prime invitation to achievement intended for electronic mail is to click a web page link to a web page where every product and offer is provided. Direct mail employs a grouping of order form, more than 700 contact digits, and a site URL to inspire reactions of customers. Less pictures are utilized in email message Plenty of pictures are utilized in direct mails particularly when we are posting a list. Email sponsorships are able to be designed extremely swiftly. Frequently within few minutes or even hours. Direct mail is able to perhaps acquire days, weeks or months to organize. Time should be assigned for planning, modeling, printing, letter shop purchase catalog, and postal distribution time. Email is cost-effective approach. Direct mail is a bit expensive approach. Email is relatively simple to analyze although the outcomes are fairly tough to interpret and plan effectively. Direct mail is difficult to test but results are easier to project for planning future promotions. The deliverance of Email is not consistent otherwise surefire. Direct mail consistently deliverable and virtually guaranteed. It is not easy to realize reliable "look as well as feel" to email advertisings because of numerous software readers available, utilized and diverse representation techniques.  Direct mail will deliver a consistent look and feel. So which technique is better? We have discussed both the techniques of marketing in detail and after analyzing the advantages and disadvantages of both the methods mentioned above; I have reached to the conclusion that direct mail and email both offer their benefits in favor of the customer. On the other hand, the customer of the present age has created huge challenge for the companies to seek out a useful marketing method which is right for them. In light of the above discussed facts about internet (email) marketing and direct mail marketing I would prefer direct marketing because most customers are not aware of the internet technology and most consumers are greatly concerned with the software and downloadable content used to view the email proficiently. As from the above discussion it is clear that email lists or directories are not reliable and we don’t even guarantee that the recipient will get our offers, messages and services email. Moreover, free samples of products cannot be offered through emails so direct marketing deals with such issues by offering product samples to the clients and consumers across the world. In addition, due to the augment in technology intruders as well as spammers are competently interrupting or capturing our business communication and they too have the power to change email content. Since spammers are destroying the channels of internet marketing so direct mail marketing is considered as the secure medium as compared to email marketing. Moreover, the direct marketing gives the flexibility of secure transfer of offers, services to the recipient mailbox. Direct mail also provides the opportunity to read extensive material about product line, and services presented in the mail. Though, direct mail has experienced a bit of decline due to the expenses during the previous few years but it is the most effective method of communication due to its effectiveness and stability. On the other hand, for a company of small or medium size internet marketing could be a most excellent technique to manage contact with consumers otherwise the best option is definitely the direct marketing Conclusion Marketing is a technique of recognizing unmet needs, creating goods, products and services to fulfill those needs, and pricing, offering, and advertising those goods, products and services to generate revenue. This paper has presented the comparative analysis of two marketing techniques. First is direct mail marketing method, in which a retailer transmits marketing and promotion material or information directly to the customer. And the other technique is internet (email) marketing, which is way of carrying out marketing activities through internet. This paper has presented typical uses of direct mail methods in various domains. Then I have presented internet marketing in terms of social media networking framework. Then I have presented the pros and cons of both the techniques of marketing. Furthermore I have too analyzed the efficiency and effectiveness of direct mail and email communication. In this research I have compared benefits of both the techniques. This research has shown that direct mail marketing is better than email marketing. This paper has discussed various facts which can verify this statement. Executive Summary Marketing is a very important element of almost all the businesses. They use different techniques for the marketing of their products and services. My research is aimed to analyze two well known marketing techniques (direct mail marketing and email marketing). In order to analyze both these techniques, I have conducted research using books and online resources. In my paper first technique that I have analyzed is direct mail marketing. In direct mail marketing, a company transmits marketing and promotion material or information directly to the customer. Then I have discussed the benefits and drawbacks of this technique. The basic purpose of discussing its benefits and drawbacks was to assess the effectiveness of this technique for the companies. In the same way I have analyzed the internet marketing. Internet marketing is way of carrying out marketing related activities on internet. At the present, customers do not believe on internet advertisements. The main reason is that there are lots of security threats which are seen on internet. So they don’t open an email from the stranger. In the conclusion, this research has suggested that direct mail marketing is much better than internet marketing. This paper has also presented the reason of its selection. References Articles Max, 2011. Based on proven methods of direct mail. [Online] Available at: http://articlesmax.com/based-on-proven-methods-of-direct-mail.html [Accessed 13 April 2011]. Business Systems MLM, 2011. The Evolution of Internet Marketing. 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