Marketing communications designed to build business
Is 2010 The Year to Rethink Direct Marketing?
Written by Kerry O'Malley Monday, 04 January 2010 18:39
It's a new year: time for resolutions and new beginnings, and not just in our personal lives! Are there certain aspects of your marketing communications program that could be better? If so, now is the perfect time to focus on upgrading or simply taking a different approach.
I recently read the results of an online survey of B2B marketers, and the survey indicates that many have significant room for improvement in order to make their direct marketing campaigns more effective. The survey found that while 80 percent of B2B marketers maintain a sales lead or inquiry database, only 55 percent use it regularly for direct marketing. What's more (or less in this case) is that only 40 percent regularly communicate with those in their database by e-mail and/or e-newsletters.
This survey's results support my belief that industrial companies need to not only engage prospects early before they're ready to buy, but also nurture the relationship throughout the sales cycle with regular contact. Marketing in 2010 requires continuous cultivation that provides more targeted information and leads prospects to a point where the sales team can take over.
A more integrated strategy is required in industrial marketing these days. The smartest approach combines both online and offline communication. Speaking to the customer - and speaking the customer's language - through sharply targeted campaigns will create a more positive, lasting impact with prospects. Done effectively, this component as part of an integrated campaign will provide greater results than traditional mass marketing methods alone, where a two percent response rate is considered successful.
It's time for the industrial world to embrace Internet technology in order to fully engage prospects. With targeted, relevant e-mail marketing and e-newsletter campaigns, it's possible for industrial marketers to see 40 percent open rates, 10-20 percent click through rates and opt-out rates of less than 1 percent. Not bad!
Targeted e-mail remains the most efficient direct marketing tool. Compared to printed direct mail, e-mail significantly reduces distribution costs (printing, handling, postage) and, because it's online, fulfillment is as easy as a click of the mouse.
If you don't have an in-house Internet marketing guru, affordable help is available. Every day, Marketects helps industrial companies upgrade their direct marketing efforts by adding Internet communications to their mix of activities. Resolve to make 2010 the year you rethink your direct marketing efforts!
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Hi, I'm Kerry O'Malley - the Industrial Marketing Muse (and your own personal Marketect, should you so choose!) I have over 27 years of experience developing marketing communications for engineered industrial products and services sold to industry. For the past 10 years, I've done that as a consultant through my company, Marketects.
I love the idea of advertising (and good writing) being catalysts that move people to action. I'm jazzed by the challenge of creating concepts for communications campaigns that work. I'm intrigued by the possibilities that exist on the Internet for the industrial marketer, and I'm always thinking about how to translate those opportunities to my clients. I've never practiced marketing in the retail, mass consumer arena, but I see a lot of that kind of marketing that inspires me and translates over well to the industrial world. I hope I can inspire YOU!
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