What Is Direct Marketing
Direct marketers deploy a strategy with the goal of obtaining an immediate response from the consumer. That is much different to other marketing strategies with longer-term goals such as branding.
Because of that, it is far easier to track metrics such as Return On Ad Spend, Cost Per Acquisition and Return On Investment. Direct marketing almost always relies on a Call To Action, and that CTA is where all the effort eventually lands: a conversion, a partial conversion, or nothing.
Advantages
✓More affordable for advertisers with smaller budgets who cannot afford television, radio or full internet campaigns
✓Social media has become a very effective outlet to market to consumers
✓Metrics are far easier to measure with tracking platforms and analytics tools
✓Success is assigned a concrete value through Cost Per Action
✓Some of the world’s largest companies, Amazon and Walmart among them, rely heavily on it
The Disadvantage
Advertisers often end up working with third parties whose interests are not equally aligned. An advertiser may pay a commission for each successful lead with the hope of converting it later. If the publisher is only after the commission, they may not be sending the best quality leads, which creates a win-lose situation.
This is exactly why it matters who you do direct marketing with. BlueSky has been around for over a decade and ethics is one of our core beliefs. We believe in building long-standing business relationships. The best compliment we can receive is a referral.