Marketing 0

Direct Marketing
Direct marketing is a more targeted tactic for selling products and
services. In contrast to mass media advertising, direct marketing is
about the individualized distribution of sales offerings with
intermediaries, typically using media such as mail and email. In most
cases, potential customers subscribe to a direct marketing channel in
the hope of getting promotional offers and the latest updates—known
as permission marketing.
A direct marketing message should feel personal for it not to be
perceived as spam. Thus, the message copy should be tailored to a
specific person with the help of AI. But perhaps the most important
use case for direct marketing is the product recommendation system,
which is an everyday staple in e-commerce. With the engine,
marketers can predict which products customers would most likely
buy based on past histories and generate the offers accordingly.
Since personalization of offers is vital, and the volume can be
massive, the use of automated workflow in direct marketing is a
must.
And as the offers always have a specific call to action, campaign
success can be both predicted and measured by analyzing the
conversion rates. Hence, the use of technology can also be beneficial

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for forecasting and campaign analytics. The constant tracking of
responses will enable the algorithms to improve over time.