The Marketing industry has dramatically changed over the years. With new advances in market research and technology, marketing has taken a new spin, allowing it to generate all new avenues for clients and marketers alike. Even so, door-to-door marketing has been able to withstand the hands of time proving over and over again that sticking to the very foundation of marketing proves to be the most efficient way to grasp the attention of the consumer, making marketing history a present day success.
Beginning with the early 1900s, marketing has become a topic of discussion as it sprung upon the general public as a means by which to generate data to increase client revenue. In fact, “The idea of what later was called market research became endemic to the period between 1910 and 1920,” (Lockley 733). From this time forward qualitative research became a new means of market research for marketers. A man by the name of “George B. Waldron was doing qualitative research for Mahin’s Advertising agency around 1900. Harlow Gale, at the University of Minnesota, was using mailed questionnaires to obtain opinions on advertising in 1895 and in 1901, Walter Dill Scott undertook a program for experimental research on advertising for the Agate Club of Chicago,” (Lockley 733). Market research by the means of questionnaires was just the beginning of market research. It was the only way to get data and statistics for the time period.
In 1911, a man by the name of Curtis Parlin changed marketing research through his new techniques and ways of study. Parlin’s studies “were studies of marketing structures of industries—broad in their sweep, yet affording guidance where none had previously been available,” (Lockley 734). Parlin “built up a tabulation of the volumes of sales of department stores in cities of 54,000 and over—a tabulation sufficiently accurate to withstand considerable checking,” (Lockley 734). By studying not only the industry but also the volumes of sales, Parlin was able to increase revenue for his clients in the same way that door-to-door marketing does so for their clients as well. This was the foundation of market research at its best.
Since the early 1900s, there have been many changes in marketing and market research as a whole. It can be said that, “over the decades, the marketing discipline has experienced changes in terms of its dominant focus, thought, and practice,” (Kumar 1). Marketing has continually changed as the consumers have developed new ways of communication and as technology has advanced. These new changes have called “for a complete integration of marketing activities with business functions and creates opportunities for marketing scholars whereby research studies must now consider not only the marketing function but also its interface with other business functions,” (Kumar 4). Whereas before, marketing was strictly done so on a door-to-door level, marketing has become a multidimensional industry.
In recent years, social media has become a major part of the marketing industry. Marketers have found that “media usage patterns have undergone changes over the years. Specifically, the variations in customers preferences toward media channels have increased: people are spending more time on interactive media (interactive television, pure-play Internet and mobile services, and video games) than on traditional media (radio and print),” (Kumar 4). Even so, media cannot withstand the very foundation of market research. Advertisements via media only capture the consumers’ attention for a moment or two before it is quickly forgotten. In addition, consumers are bombarded by so many advertisements all at once that it is easy for an ad to get lost among the crowd.
Another form of marketing that has developed over the years is that of telemarketing. However, telemarketing has proven itself to be problematic especially “now that a nationwide do-not-call list makes it impossible to reach millions of potential customers, some U.S. marketing companies are returning to an old-fashioned alternative: door-to-door salespeople,” (Reeves 7). Although this form of marketing was once effective because the consumer had no choice but to answer a phone call, advanced technology, caller IDs, and blackout lists have made this sort of marketing inefficient for marketing firms. Hence, marketers are returning yet again to door-to-door marketing to achieve their campaign needs.
Email, yet another form of inefficient marketing, is still out and marketers are slowly learning that it is proving itself to be another lost cause. While some marketing firms still choose email as a means to advertise, this form of advertising can be frustrating and incompetent. For the most part, “unsolicited email annoys most computer users, and improved spam-blockers makes the tactic less effective. And it’s hard to persuade customers to visit a company’s Web site,” (Reeves 7). Although it is true that we live in a technology-based society, it is still difficult to drive consumers to company websites. Unwanted emails can be a disturbance to consumers and can easily turn them off. If a consumer receives an unwanted email, it is easy for that advertisement to be sent straight to the junk, spam, or trash box.
While technology-based marketing can be costly, door-to-door marketing can be an alternative for those looking to keep a low budget campaign. In fact, “door-to-door leaflet distribution is not only an extremely effective form of marketing, but it is also very cost efficient,” (Greener 30). While some companies chose to spend top dollar to get the latest and greatest technology based marketing campaigns, they fail to realize that the most efficient and cost efficient ad campaigns are right at their fingertips. Door-to-door marketing offers an inexpensive way of delivering direct advertising to targeted audiences.
Door hangers are showing that door-to-door marketing is proving that getting back to basics is the way to go. Statistics show, “as many as 79% of recipients keep, pass on or glance at leaflet distribution items, 38% keep it for days, while 13% retain it for a week or more,” (Greener 30). The longer the advertisement stays in a homeowner’s home, the higher the likelihood that the consumer will react to the campaign. With door-to-door marketing, “every household that is targeted by your leaflet has the advert viewed,” (Greener 30). Whereas other marketing campaigns are given a simple glance, door hangers are kept for longer periods and are proven to be kept for longer periods of time, thus further increasing response rates for the marketing firm and client of interest.
It is easy to get blinded by what is shiny and new. Everyone wants to be a part of the latest and greatest in technology to advance their ad campaigns, but what they don’t realize is that the foundation of marketing rests in the very basics. There is no need to mess with impersonal advertisements. The general public now seeks a personalized approach. Parlin and Waldron in the early 1900s had it right when they stuck to door-to-door advertising. Reaching their clients at their doorstep was the key to success and could be the key to your success as well. It’s time to stop looking for the new approach and stick with the foundation that works: door-to-door marketing.
Greener, Robert. “Door Dropping Efficiency.” The Journal 1.1 (2012): 30. Newcastle Chronicle & Journal
Ltd. Web. 8 Nov. 2015.
Kumar, V. “Evolution Of Marketing As A Discipline: What Has Happened And What To Look Out For.”
Journal Of Marketing 79.1 (2015): 1-9. Business Source Premier. Web. 10 Nov. 2015.
Lockley, Lawrence C. “Notes On The History Of Marketing Research.” Journal Of Marketing 14.5 (1950):
733-736. Business Source Premier. Web. 10 Nov. 2015.
Reeves, Scott. “Door-to-door Sales Making a Comeback: Do-not-call List Curtails Marketers’ Efficiency,
Spurring Companies to Revive Old-fashioned Approach to Reaching Potential Customers.” The
Gazette (2003): 7. CamWest Interactive. Web. 8 Nov. 2015.
Data has become the great force behind recent marketing techniques. As the world of marketing continues to grow, data continues to expand along with it. It seems that, “No matter the industry or market share, marketers everywhere are stewards of consumer data. It is our actions and abilities- and care and attention- the enables brands to use all the data we have to delight customers and engage them with our brands,” (Miller, 2013). It is through the use of data that marketing companies can prove the true relevance of marketing campaigns. Data is now being utilized in a number of ways. Some companies have used data to study campaign revenue, return rates, demographic analysis, cost efficiency, etc. Through data analysis, marketers are given the opportunity to enhance their marketing offers to their clients by proving statistical data and numbers proving their campaigns are worthwhile. Data-driven marketing allows the client and consumer alike to see proven results providing revenue for both the client and the marketers as well.
With this new data-driven revenue, marketers must think about other factors, including Congress and legal matters of that sort. It is important to note that, “The marketing leaders must think about what Congress is likely to do as relates to our strategies to drive revenue and consumer value, Marketers have to stay connected with their legal counterparts, ensuring that we are complying with their advice and direction,” (Miller, 2013). Marketers must ensure that the data that is obtained, is done so in a legal manner and that all legal processes and terms are being complied with. Data retrieval can be very sensitive and marketers must not forget to comply with these rules and regulations to ensure the legality of their campaigns, otherwise compromising their own business and business with their clients as well. Marketers must legally protect themselves and their clients.
Not only are marketers today concerned with legally protecting themselves, but they are also concerned with protecting their customer data as it is an asset to their company and their clients alike. Through data-driven marketing techniques, “Marketers today are partnering up with their IT counterparts to ensure that we have the systems in place to enhance and protect our customer data assets, leverage them for deep insights, and operationalize those insights into actions that benefit consumers,” (Miller 2013). Marketers see the value in data but also see the value in data that is of no use to them. They strive to keep and safeguard the important data so that their clients and consumers feel well protected. Clients and consumers alike are more likely to conduct business with a company they can trust and so the protection of valuable data is vital to marketing companies.
By teaming up with IT, data-driven marketing only further increases the consumer experience. Data and IT are able to team up to create marketing techniques in which the consumer is able to interact digitally with the client’s website bringing an opportunity for higher response rates and revenue. Data-driven marketing allows IT counterparts to provide mobile services so that consumers can interact via cell phones, allowing an even faster way to connect to the client.
All things considered, data-driven marketing is coming full force, allowing marketers to further enhance their marketing strategies. With the proper measures, data could further enhance a marketing campaign and lead to greater revenue when combined with the proper marketing strategy.
Miller, Stephanie. “Data-Driven Marketing Is More Important Than Ever.” Direct Marketing News. Direct Marketing Association, 26 Mar. 2013. Web. 13 Aug. 2015. <www.dmnews.com/dataanalyticsa/data-driven-marketing-is-more-important-than-ever/article/286061/>.
A Long day at work and you come home to a pile of mail full of ads that you probably won’t even give a second look at before throwing them away with the rest of your trash. There’s no appeal. Nothing to catch the eye.
That’s where Power Direct Marketing comes in with its powerful front door marketing strategy. Surely this is not a new idea but even so, front door marketing has proved to be very successful for a number of reasons and here are just a few to consider as oppose to other forms of marketing.
1. With the explosion of the internet over the last decade, advertising via social media has become crucial for many companies. Yet, these ads prove to be nothing more than a nuisance to consumers and are often ignored. The consumer of today has been exposed to so much of this type of advertising that they have learned to either blur or block out these ads as if they don’t exist.
2. Email blasts: this type of marketing ends up in our “junk mail” box and if it happens to make it through, individuals are more than likely to delete the email. Bombarded by the ridiculous amounts of direct ad emails received per day, there simply isn’t a way to stand out.
3. Power Direct offers a service through which your printed materials are specifically designed for each set market, client, and industry. The front door marketing programs are made uniquely to fit the demographic of the region in which they are to be distributed.
4. Unlike email or regular air mail, front door marketing simply cannot be ignored. Front door marketing does stand alone. They stand out and whether the homeowner chooses to admit it or not, they must acknowledge their presence. At the very least, the door hanger is given a glance, which is more than can be said for ads placed in mail.
5. Similar to when an individual misses a package delivery, front door marketing material is hung on the door. Individuals are more likely to read them.
With all options considered, front door marketing is still a very powerful marketing tool. Power Direct offers distribution across the country in various quantities for your marketing needs. In an era where the internet has become everyone’s favorite marketing game plan, take a different approach and watch your sales increase as the results of front door marketing work for you as they have for all of our valued clients.
Insurance marketers are expanding their direct response arsenal; methods appealing to individual needs lead to increased conversions
Insurance used to be a bit more mysterious, with agency support and interaction required for gathering even basic information or price quotes. But that process would be foreign to many people today – in fact, a large group of young adults are routinely inclined to turn to the web and seek out the most competitive prices and services on their own. They’re taking insurance research and ultimately policy decisions into their own hands, confident that they have the resources to make choices that are best for them.
The insurance industry is capitalizing on this trend, allocating marketing resources to reach these customers at home, where they are researching and making many of their insurance shopping decisions. Insurance advertising spending is indeed at an all-time high – according to a J.D. Power & Associates report confirming $4.15 billion spent in 2009, or more than double industry figures for 2000. But in addition to marketing through agents, insurance companies are adding personal appeals to consumers through the uncluttered, grassroots channel represented by the front door. This shift is targeted in large part toward ‘millennials,’ or the 76 million individuals born between 1977 and 1982, and is focused on directly engaging and converting customer prospects.
Leading insurance firms such as Allstate, Anthem Blue Cross, Nationwide Insurance and Safeway Insurance have utilized front door marketing to generate powerful results in new policy sales. Further, new drive-to-web options including QR (Quick Response) codes and real-time personalization web applications (which ID responders based on their name and zip code) are effectively reducing abandonment of quote forms with personalized content served up as recipients respond. Front door marketing tactics like these are also stimulating additional 1-800 agent calls and email inquiries, as well as creating a qualified-responders list for future remarketing programs.
Do your insurance marketing efforts reflect a direct appeal that resonates with your audience? For more, visit PowerDirect executives at the 8th Advanced Insurance Direct Marketing Forum 2011 on March 7th and 8th at Loews Annapolis Hotel, Annapolis, Maryland. To schedule an appointment at the show, please contact Jack Nemeth at (949) 253-3455.