Using Telemarketing As Part Of An Integrated Campaign

Why Integrate?

All companies that achieve good results through their marketing activity will admit that they utilise different facets of the marketing mix to achieve their results. This may be advertising, Internet marketing and telesales, or a combination of any other forms of marketing.

It is common sense to realise the fact that the more forms of communication you utilise, the more the likelihood that your message will be heard. Getting through to high level decision makers is challenging. Getting a positive response from them is even more challenging. Carefully timed multi touched campaigns are much more effective than single isolated campaigns. Why limit the response you can get from your marketing effort and budget, it makes sense to use a multi-faceted approach.

Telemarketing is probably the most versatile of all of the marketing services. It can be utilised to achieve a wide range of objectives from market research, sales appointments, new market entry and seminar attendance and follow ups. This versatility also means it can be integrated with many other services effectively. A proactive telemarketing call can turn a good email marketing campaign into an excellent one. Ringing the responsive recipients of an email marketing campaign (the ones who open and click through the email) can increase the leads as much as ten fold.

Direct mail campaigns also benefit massively by telemarketing. Responses from direct mail campaigns can sometimes be difficult to gauge, as the call to action isn't as easy as clicking through a link, therefore a proactive telesales call is useful for encouraging a more immediate response. Telemarketing can also assist the recipient in answering any questions they may have or helping them with further information they need.

Telecleansing can be used after sending out an email/direct mail campaign any hard bounces/incorrect mail addresses can be checked and cleansed to ensure the database's quality. And a new campaign can be sent out to these corrected contacts.

The beauty of Marketing Addiction is the fact that our clients can mix and match as many or as little of our services and comprehensively integrate them to provide a consistent, high reach, effective communication. The rule of thumb is that the more forms of marketing that are used effectively within a campaign the better the results. For many companies it may not be realistic to use all forms of marketing, they don’t have an unlimited budget, so have to get the balance right between expenditure and results. At Marketing Addiction we understand this, which is why we have put together a comprehensive range of direct marketing services. We aim to become an integral part of our clients marketing department, usually working in conjunction with their existing and ongoing marketing activity.