Direct marketing has been used in the United States for a long time. Mail order companies used this marketing technique by distributing products and the corresponding price lists. Farmers in the countryside were given the opportunity to place an order on the basis of these, which was delivered to their home. In the Netherlands, this marketing strategy gained ground in the 19th century with the distribution of catalogues and advertisements. Direct marketing is therefore a way of approaching (potential) customers directly.
Does telemarketing include direct marketing?
According to the Dutch Association of Marketers, the direct approach of (potential) customers is therefore direct marketing. This also includes telemarketing, because customers and companies are approached by telephone; this form of approach is also called telephone acquisition. However, there is a difference between this telephone approach and other types of direct marketing. With telemarketing, the same message is not simply sent out the door. It is preceded by an entire marketing strategy. Before calling customers, specialists think about the message and the way it should be conveyed.
The added value of telemarketing
Telemarketing thus goes beyond the one-sided distribution of information. Because with telemarketing there is the possibility of asking questions. Although other types of direct marketing also seek the response of the recipient, this method of direct marketing is much more interactive. In this case, the recipient himself chooses to pick up the phone, thus freeing up his own time. By using the right intonation and tone of voice, telemarketing is less and less experienced as an annoyance. There is room to be more informative and to get the message across properly. This strategy is always linked to an intended end goal, so that every phone call is effective. Whereas an advertisement, leaflet or catalogue quickly disappears into the waste bin, personal contact cannot be avoided when telemarketing is used. Moreover, telemarketing allows you to measure the effectiveness immediately. Compared to other forms of direct marketing, telemarketing has a great added value.
Leave it to the experts
Of course, telemarketing only works if it is carried out with a watertight strategy devised beforehand. It is therefore advisable to leave this form of marketing to the experts. You can find them, for instance, at Convins. They employ telemarketers who have successfully carried out numerous projects for the most diverse clients. They do this by empathising with the company beforehand and then delivering the right message in the right way. Curious about what our experts can do for you? Then please do not hesitate to contact us. You can do so by telephone, of course. You can also send us an e-mail; we will do our best to answer your question as soon as possible.