3 Major Forms of Digital Direct Marketing

Build strong customer relationships by developing a digital direct marketing campaign. By using email, mobile app, and web browser marketing strategies, companies stay at the forefront of their customers’ minds.  Direct marketing is a promotional strategy that allows companies to connect with their customers. Rather than releasing traditional media campaigns, such as TV ads, companies choose to cut out the middleman and distribute information directly to their target audience. By working directly with their customers, companies are able to personalize content, build relationships, and increase brand loyalty. Some companies seek to capitalize even more from a direct marketing campaign by reaching out to their customers online. Digital direct marketing strategies strengthen customer relationships through utilizing digital channels. Unlike traditional methods, digital direct marketing methods fit within the broader digital marketing landscape and are less expensive, easy to adjust, and provide a wealth of data for companies to analyze. For businesses looking to build strong connections with their clientele, there are 3 key ways they can interact directly with their customers online:
  1. Email Marketing
  2. Mobile App Marketing
  3. Web Browser Marketing

By developing a comprehensive digital direct marketing strategy, you can grow your brand awareness, increase engagement, and grow sales.

1. Email Marketing

According to HubSpot, 99% of consumers check their emails every day, making email marketing an effective way to directly connect with customers, generate traffic to your site, and promote your brand. The first step in developing an email marketing campaign is developing an email list. A few methods to collect contact information include:

  • Adding calls to action (CTAs) on existing content on your site that invite customers to sign up for promotions and emails
  • Creating a pop-up that asks for contact information when a new visitor enters your site
  • Pitching your email newsletter on your social media accounts and in your email signature

People who opt-in to your email blasts are often repeat buyers and are more likely to read your emails. To get the most engagement from your customers, make sure your content stands out and provides valuable information for your readers. For example, Loft included a picture of one of their models in an email to their subscribers. By changing up the background color and including links to various landing pages, they were able to grab their readers’ attention. Loft_Email Marketing Example Source: HubSpot In the email, they also include a CTA that asked their subscribers to update their preferences. In doing so, they can receive more information about their customers which helps to provide personalized content that interests their readers, ensuring that campaigns in the future will be more effective. If you’re trying to brainstorm the type of content you can send to your subscribers, leverage insights from an email marketing firm partner. A few email content ideas to get you started:

  • Coupons
  • Deals
  • Information on new products
  • Newsletters

By sending regular emails to your customers, you can keep your brand on the top of your customers’ minds so that when they are ready to purchase, your company will be among the first they think of.

2. Mobile App Marketing

Mobile app marketing allows companies to reach their audience on the device they use most — their phones. In 2019, it was estimated that people spent 90% of their mobile time within apps. Mobile apps allow companies to personalize interactions with their customers, increase visibility, and improve the customer experience. As a result, many businesses have hired a mobile app development company to create a product that directly engages their users. To make the most of their investment, they must promote their platform, keep users engaged, and drive in-app purchases. If you’ve developed a mobile app for your company, there are several ways you can connect with your customers to drive engagement, including:

  • Push Notifications
  • Loyalty Programs
  • In-App Messaging & Surveys

Push Notifications

Similar to text messages, push notifications capture your customers’ attention in seconds. They pop up on your customer’s device and can be used to promote features on your website, important app updates, and special offers. Towson Hot Bagels (THB), a Baltimore-based bagel shop, sends push messages through their app nearly every morning, advertising deals and bagels. Towson Hot Bagels_Push Notification Example Source: Towson Hot Bagels By sending regular promotions (often in the morning when a bacon, egg, and cheese sandwich is difficult to resist), they keep their brand at the forefront of their customers’ minds.

Loyalty Programs

Mobile apps make it easy to promote brand loyalty programs by offering instant incentives and tier-based rewards. Over time, this can increase customer retention, leads to higher cart values, and improves customer communication. Starbucks, for example, allows users to earn stars for ordering on the app — the larger the purchase, the more stars they earn. If a customer “earns” a set number of stars, they get a free drink. Starbucks_Loyalty Example Source: Starbucks This incentivizes their best customers to order a size up or come back for more.

In-App Messages & Surveys

The more engagement you have with customers, the more likely they are to buy products, subscribe to your services, or click into the app. In-app messages and surveys help keep customers interested in your businesses. In-app messaging allows businesses to send targeted messages to the people who use their app the most. On top of that, businesses are able to respond quickly to questions, improving the customer experience. Customer surveys also are a valuable tool for companies looking to get a better understanding of what their customers want. In addition to showing that you care about your customers, the survey provides valuable information that you can use to increase sales.

3. Web Browser Marketing

Some marketers use cookies to collect more information about their customers and send them targeted ads. A cookie is a piece of code that is added to a user’s browser when they visit a website. It changes how the browser interacts with web pages, helping companies gather more information about their audience. This allows businesses to retarget customers based on their age, interests, and online behavior. Do you ever wonder why you get an ad for a product on Facebook shortly after looking it up online? This is why. Amazon in particular uses this method to keep their products in front of buyers’ eyes so they keep thinking about them. You can implement this strategy for your business as well by adding cookies to your website and developing display and social media ads. By creating content that appeals to your customers, your digital direct marketing outreach will be more effective than ever before.

Connect with Customers Through Digital Direct Marketing

By building strong customer relationships, digital direct marketing campaigns can boost engagement, increase brand awareness, and improve sales. You can connect with your customers online by beginning an email marketing campaign that grabs your audience’s attention. Start by collecting contact information and sending newsletters, deals, and product information to some of your customers. If you have an app, be sure to use it to engage with your company’s loyal following. Whether you create push notifications, add in-app surveys, or develop a loyalty program, the more time your buyers spend on the app, the more likely they are to buy again. Finally, add cookies to your website so you can retarget customers through their web browser. By implementing the three forms of digital direct marketing into your strategy, you will learn more about what your customers want and how you can improve their experience.

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