Direct marketing Assignment Example | Topics and Well Written Essays - 1000 words

Direct marketing - Assignment Example mail marketing also has a high return on investment potential due to its extreme targeting and, as a result, businesses are able to market to those consumers that they think are more likely to make a purchase, instead of using mass marketing campaigns through digital media. Direct mail also gives the business a more personal way to reach existing and potential customers, while also enabling businesses to form relationships with consumers and measure feedback on campaigns (Thomas & Housden 35). The first case involves marketing at Guinness with the most important insight from this case being the importance of brand marketing, which has been shown to enhance brand awareness and subsequent sales. This case, however, is historical in nature as Guinness seems not to have adopted the use of interactive social media groups as a way of direct marketing. The second case is LendingTree, which uses the internet for direct marketing. One lesson from this case was that direct online marketing leads to an increase in the number of leads, while it also allows for high volume distribution and targeting. Moreover, direct online marketing was also seen to provide immediate analytics that enhance testing and optimizing performance. Finally, the case on TreadMoves provides insights into the importance of direct internet marketing, especially in the manner that using web analytics helps in making marketing more effective. Another insight involved the manner in which TreadMoves can sue their d atabase in order to directly interact with prospects and customers. Despite the increasing popularity of digital mediums in marketing, several companies continue to use direct mail marketing. The latter is an especially attractive choice for small enterprises since it allows these enterprises to communicate to the consumer complete information on a service or product, while also enabling them to reach any potential target group for relatively low costs (Bird 23). In this case, direct mail may