DM Your Customer!

Every time we buy a product or a service, we begin a relationship with the company. Now, depending on our experience with the product or service, we decide how long the relationship lasts. If the need for the product or service was satisfied then the relationship lasts longer and you go back to the company when ever a similar need is felt. Otherwise you opt for a different product.

It isn’t all coincidence that socialsphere’s concept of Direct Messaging also shares the acronym ‘DM’. In the age of User Generated Content, pretty much everything we do is Direct Messaging or Direct Marketing. Maintain a relationship with the customers and indulge in direct marketing or messaging activities. So what is Direct Marketing?

It is a type of marketing or messaging that attempts to send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, campaigns, events and telemarketing) with consumers or businesses, usually unsolicited.

The objective is “call-to-action” and social networking also enables you to have a similar relationship. To gain an insight on what consumers think of the products and if there are any grievances then communicating them directly to the company. This aspect of direct marketing involves an emphasis on ‘trackable’ and measurable, both positive and negative, responses from consumers (known simply as “response” in the industry).

A lot of companies here in Pakistan have started to indulge in the direct marketing activities. Lifestyle products from companies such as Unilever and P&G use a lot of DM, but technology companies are starting to explore the avenue also. DELL and HP, for example, have invested in roadshow interactive events that enable customers to touch and feel both the product and meet the sales people to help gauge feedback.

One such event took place recently at Park Towers organized by DELL that lasted for two days. The event attracted people of all ages, two popular VJ’s from the MTV Pakistan, Anoushay and Dino, were also present to build up the excitement. Lucky draws took place every hour and a Dell laptop Was to be given to the lucky bumper prize winner.

This event was an ideal example of a company building a relationship with its customers. The chance to interact with people working in the company gives the customers a higher sense of belonging and customer satisfaction.

In short, direct marketing allows companies to interact with customer face to face, create ongoing relationships directly with customers, build a sense of belonging, and can constantly adjusted to improve response rates.

Do share whether you think Pakistani companies have been able to successfully use DM their customers? Share your thoughts and let us know!