by Nenad Stojoski

Date realised: 30.01.2019

MPG Blog

Direct interaction with the target group

The direct target of the companies allows a proper segmentation on the market and a chance to work with different target groups. This offers a possibility for a personalized approach and a segmented communication that is adapted towards the target group.
Nowadays, we can notice how many companies are trying to come in contact with us through different kinds of communicational channels, spreading various kinds of messages, all of them with a common purpose- to impact on making the right decision when buying a product and creating loyal customers. But what does a right decision really means? It is interesting that I am writing this text while seeing it from the both sides- the side that is organizing all of the activities in order to attract the final customer and the side of the final customer as well. Because of this, I think that nobody can give the right answer about what does a right decision truly means. Taking into consideration that every human being is different in this world, there are a lot of different sides regarding this. The situation is the same when the companies are trying to spread the main characteristics of the product that make it different from the rest, with the usage of various marketing channels for communication and with the help of ATL (above the line) and BTL (below the line) campaigns. Namely, the successfulness of one ATL campaign is in a close relationship with an investment in an appropriate BTL-campaign.

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With BTL-communication we managed to create a personal relationship with the final customer. We have a direct communication with fast feedback information. Just imagine… There is a start of a certain campaign and you can see that from the received field information, so the communication that we are having can be changed and the key characteristics will be spread on a much more fun and interesting way towards the customer. The beauty in these promotions is in the flexibility itself.

The direct marketing is an interactive way in the field of marketing, where with the usage of one or more proper tools the main message will be transmitted to the final customer. The effects of the direct marketing are measurable in accordance to the number of accomplished contacts and sold products. We always need to keep in mind our aim and target group. They are the key components for the creation of a successful BTL-campaign.
However, this kind of campaign requests for a proper organization and having a clear vision for what does a direct marketing really stands in practice. The awareness of the benefits from the direct marketing will benefit you for more efficient usage in the working of the same.
One of the main characteristics of the direct marketing that the final customer is always at the center of the communication. This kind of marketing encourages a dialogue with the final customer and the communication is well adapted for the needs and wishes of the customers.
The direct marketing allows the companies to have a proper segmentation on the market and an affair with different kinds of target groups. This creates an opportunity for a personalized approach and a segmented customized communication for the target group. The companies have a regular access to new information regarding the needs for changes that the customers are requesting for.
The direct marketing helps in the creation of loyal customers, and that in turn increases profit, decreases promotion expenses and standard deviation of applied communication tools.
There are various ways and different kinds of promotions, but the right choice and the adaptation of creative mechanics that are being used for communication, as well as the recognition of the target groups needs and wishes are crucial for success. Don’t forget that is better to have fewer contacts, but to be proper guided and successful, in opposition to invest in a lot of contacts that are far away from the needs of the target group.
Considering that the main occupation of your company is these kinds of promotions, we can guarantee you a proper success in you invest in a quality BTL- campaign.

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