Direct Marketing Agency

The essence of direct is that messages are personalised in some way, shape or form. The essence of one-to-one marketing is that these messages are specifically personalised to the individual. The argument is that the more personal the message, the better the relationship between the company and the customer.

The Tesco Club Card is just about the best example of one-to-one marketing in the UK. Tesco is able to build relationships with its customers because it collects personal demographics, stores sales data, rewards loyalty and encourages cross-selling, to name but a few of its integrated marketing techniques.

Much the same principles can apply for any direct marketing campaign, though the metrics will of course be different, and different challenges exist in the business world. Many B2B companies face a torrid dilemma in bypassing the watchful eye of gatekeepers such as receptionists, secretaries and personal assistants.

The techniques to overcome obstacles such as these can sometimes be costly and onerous, but will eventually be worthwhile, especially where the average corporate sales value is substantially more than the average weekly grocery shop.