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Direct marketing works! (and employs 150 000 in South Africa)

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Direct marketing is a form of advertising which allows businesses and nonprofit organisations to communicate straight to the customer.

Advertising techniques often include phone calls, SMS or email directly to potential customers.

Marketing messages are addressed directly to customers on an advertisers’ database and seeks to drive a “call to action”.

We interviewed Warren Moss, Chairman of the Direct Marketing Association of South Africa.

Listen to the audio (scroll down) for more detail.

Direct marketing works!

Warren Moss, Chairperson of the Direct Marketing Association of South Africa

Postal direct marketing are on the rise overseas. Digital media has freed up more space for post. Responses from post are very good.

Warren Moss, Chairperson of the Direct Marketing Association of South Africa

SMS is annoying unless the content is useful and timeous. Financial services dominate this type of direct marketing.

Warren Moss, Chairperson of the Direct Marketing Association of South Africa

Email is making a comeback exactly because spam has been dealt with. Responses from email are very good with click rates above 40 percent.

Warren Moss, Chairperson of the Direct Marketing Association of South Africa

Leaflets have the lowest response rates, because it’s the least targeted.

Warren Moss, Chairperson of the Direct Marketing Association of South Africa

Financial services dominate outbound call centres. This type of direct marketing has, by far, the best response rates.

Warren Moss, Chairperson of the Direct Marketing Association of South Africa

Automated voice messaging has mixed results. It’s designed to take the agent out of the process until a potential customer shows interest.

Warren Moss, Chairperson of the Direct Marketing Association of South Africa

Consumers have the right to know where the call centre got their details. You also have the right to be on a 'don’t contact me' list.

Warren Moss, Chairperson of the Direct Marketing Association of South Africa

There are 150 000 people working in call centres in South Africa.

Warren Moss, Chairperson of the Direct Marketing Association of South Africa

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