Direct marketing activities come in a number of shapes and sizes, designed to interact with customers in different ways. Selling directly to the consumer has grown in popularity recently, with online sales fuelling the fire to build better consumer relationships with brands to automatically put them front of mind when it comes to making a purchase decision.

By cutting out the middleman, brands are instantly at an advantage, both in terms of saving money and time but also embracing digital and the internet opens them up to a huge audience, with reach achieved more easily than ever before. Embracing direct to consumer models as a way of working also allows brands to better understand their customers, gather data about purchasing habits and utilise data on behaviours to build better products and experiences to boost selling power.

Cost savings

Brands are able to save a considerable amount of money by dealing directly with the consumer rather than through an additional body such as department store. As well as reducing costs paid out to obtain a position within the third party store, whether online or offline, they are also able to reduce costs by investing in online channels.

Familiarising and building a digital team internally means that a brand can build a completely custom online experience rather than rely on a third party to maintain the brand reputation and representation effectively.

The savings aren’t only applicable to the company, but also customers. Where brands market and sell direct to consumers, they are often able to sell their products at a considerably lower price. This is due to the premium added by the third party seller, therefore selling online and directly can remove a large portion of this cost and make the brand even more attractive to customers.

Personalisation

Selling and marketing direct to consumers allow brands to proposition their offering in the most effective way possible. Who knows the brand better than the brand itself? Therefore, dealing directly with the customer allows a company to collect information on buying habits, browsing habits, search habits as well as capture information from the site that customers may be looking for but not finding. They can use this data to action changes to the site and overall experience to optimise its effectiveness.

Whether a company has created its own app or if it only operates a site online, by introducing the capability to create an account for each consumer, brands can then create highly personalised experiences in the digital environment. From recommending products, serving relevant content, building more specific online content linked to purchases or search and aftercare advice, companies can make their customers feel highly valued and make them feel as part of the brand.

Understanding customers

Where brands undertake direct marketing activities, they will be in a better position to gather more data about their customers. As previously mentioned this can allow brands to create better online stores that improve the buying experience and personalise to ensure that customers are always able to find what they are looking for. They may also look to build custom content based on the customer’s searches or purchases which ensures that the brand experience continues long after checkout.

Not only can this data be used for personalisation, but can also be used to build better products and services in the future. Collecting data about customers buying, browsing, returns and online behaviours can allow a brand to understand the areas of the offering that is seeing less digital ‘footfall’ and uncover ways to counter this. It could bring to light why some products are not selling effectively and offer the opportunity to remedy this through an alternative direct marketing approach.

If your direct marketing activities are not leading to customer conversions or your materials require a refresh, get in touch with Absolute DM Today.