What Is Below the Line Direct Marketing?
Marketing initiatives are designed to increase the customer base of the company, or increase the number of customers that use the company's products or services to the exclusion of competitors. Many marketing strategies focus on branding, or the development of the business image, language and association in the minds of customers. Direct marketing is a more specific type of marketing that seeks to actively make sales to customers, typically by letting them know about contests, promotions and discounts. Below-the-line marketing is even more customer-focused.
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Definition
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Below-the-line marketing refers to business sales actions where the business contacts a customer and attempts to make a sale. This is naturally a part of direct marketing efforts, but requires the business to treat customers as individuals. Widespread branding, general advertising and even direct marketing tactics like mass emails or mailed flyers designed to raise product awareness are referred to as above-the-line marketing. Most businesses engage in both types of marketing as their budgets allow, but one type is often given precedence depending on the strategy of the business.
Advantages
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The primary advantage of below-the-line marketing is the customer relationship that is built by the action. Customers respond more positively when the business contacts them directly. This also makes it easier for the business to link sales to specific marketing actions. Even more importantly, by communicating directly with a customer, the business has the chance to engage in a productive conversation where the employee can offer ideas, make criticisms and help the business improve, combining customer service and marketing research with sales.
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Disadvantages
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Below-the-line marketing is a skill that businesses must build. It is difficult to jump into without proper training. While direct marketing sales calls may fall below the line, they are often harsh and single-minded attempts at raising profits that disregard some of the major benefits of below-the-line marketing. Below-the-line activities also require more time and sometimes higher costs on the part of the business.
Trends
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Several technologies have made below-the-line marketing easier in recent years. Mobile communication through smartphones that allow access to documents, instant messaging and business applications make it very easy for sales people to develop connections to customers in the field. Social media give businesses the ability to meet with customers on the social level and exchange digital messages to help build awareness and respond to specific questions or concerns.
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