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Direct marketing and NTIC.
The consumer is accessible more quickly and more easily.
But the fundamental ones of direct marketing are always the same ones.
In the beginning, direct marketing consisted in establishing a direct relationship with a targeted consumer, by giving him the possibility of answering the received message, according to Roland André, president of the SNCD National union of the direct communication.
Today the definition widened, five more years ago, said Catherine Michaud, of the Association of the agency-councils in communication, direct marketing could be summarized with any personal communication arriving in the letter-box of a consumer.
From now on it includes the printed papers form without address, increasingly targeted, the coupons delivered in cases adapted to the history of the purchases and the profile of the customer, e-mail, the SMS, etc
All these supports have the same advantage: they make it possible to easily calculate the return on investment (KING) of each operation. Bernard Siouffi, President of the Circle of direct marketing, thinks that it is one of the reasons for which direct marketing is snuffed and will be it still more in the future.
But the evolution of new technologies (NTIC) also made it possible to the industrialists to develop their own client relationships.
Distributors and manufacturers passed from a logic of conquest to strategies of development of consumer loyalty.
All becomes occasion to tie a contact.
Thus the online shops makes it possible to track the customer.
In a newsletter it is from now on possible to register a joint base and products targeted according to the recipient.
At the end of 2007, the cybercommerçants will be able to have an alarm calculated according to the frequency of purchase of a product to recall to its customer who it is time to put it in his list of races.
The file is the angular stone of direct marketing, it allows the personalization of the couponing (good printable to make the promotion of a product or a service) for example.
It is a question of creating, for the customer, the feeling to be single.
But if the one to one remains realistic, the one to few is from now on possible.
The customers can be gathered in segments affinitaires.
Thus in large distribution, one can from now on refine the distribution of leaflet by coupling tools of géomarketing with the study of the customer file card holder of fidelity.
To keep subtleties of the system, the gold rule remains: to address the good message to the good person, the good moment and by the good channel.
It thus remains to determine the most relevant channel, in terms of cost, but also of image and effectiveness.
The printed papers form without address remain the most snuffed, largest volumes are still made on paper medium, even if the fashion is with the dematerialization.
It is probable that the new channels will not replace the old ones.
The leaflets allow a broad watering, the mailing and the coupons are useful for strike targeted.
The E-mailing and the SMS are channels with a future, with the fast risk of saturation.
It is important to adopt the tone right and to determine the good message.
Ikea took down the third walk of the Podium of the Client relationship 2007, behind Toyota and Maïf.
The Swedish sign of the equipment of the hearth questions himself: is it necessary to regularly communicate in order to create waiting among customers or to contact them only punctually, when one has something of important to say?
The ideal being to cause the adhesion and the reaction of the customer… Utopia or reality marketing?
Press release published by: Relations presses
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Tags: Marketing Internet, diffusion, Web communication, free, E-trade