Digital marketing of unhealthy foods and beverages affects food choices, eating habits and eating patterns of children and adolescents. In the digital environment, marketing techniques have evolved significantly-including product placement, influencer use, and geolocation-and currently recognize no geographical boundaries.
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Unfortunately, in Latin America and the Caribbean, the lack of regulation around the digital environment has increased the use of marketing techniques that directly target children and adolescents, and negatively impact their right to adequate nutrition, health and information.
In response, UNICEF’s Regional Office for Latin America and the Caribbean published a report and Policy Summary Based on an analysis of the latest evidence, including two UNICEF studies conducted in Mexico and Argentina. In addition, the policy brief presents evidence-based policy recommendations advocating for policies governing the digital marketing of unhealthy foods and beverages to children and adolescents in the region.
Common direct marketing challenges and how to avoid them
It is a powerful tool to connect with your customer base. However, direct marketing also has some different challenges and pitfalls. You need to be aware of this and plan accordingly.
You typically work with a small group of customers and may have trouble getting accurate data on the effectiveness of a campaign. Some people, even those who are fans of your brand, will always prefer more indirect marketing methods.
You may also notice an increase in costs, especially for certain forms of direct marketing or when your message personalization and audience targeting have not been fully successful.
Lower range
Most forms of direct marketing limit you to communicating with people who have explicitly agreed to be marketed. For example, they should sign up for your email marketing campaign. Your reach is limited to people who are interested enough that they take the time to sign up. Some people, even those who love your company and products, will never agree to a direct marketing strategy. However, they may receive other channels.
Negative customer responses
The high Volume of unwanted messages can be very annoying to customers. In fact, in 2003, an act of Congress established a National Do Not Call List. It is designed to reduce the incessant waves of telemarketers calling people and annoying customers.
The direct marketing landscape looks very different today and you are most likely limited by a number of laws and regulations. However, the potential for a negative response remains. It is highly recommended to target people who have shown interest in your company instead of mass marketing to a cold audience.
Difficulty with accurate targeting
Your targeting can only be as accurate as your customer information. If it’s limited, you’re forced to make your best guess on how to customize the message. Sometimes this pays off, and sometimes the campaign fails.
Do you have the right tools to analyze data and customer feedback? Do you understand the information you get? Otherwise, your direct marketing strategy will continue to struggle. Some of these forms of marketing can hurt you here, making it harder to measure ROI and other metrics.
Legal issues and data privacy
The legal landscape is constantly changing. When you work with intermediaries, often their responsibility is to comply with applicable laws and regulations.
If you market directly to customers, you take full responsibility. Mistakes can cost you, so invest time and effort here to understand how to maintain customer privacy.
After all, the valuable customer data you collect to better serve them is also a tempting target for cybercriminals. Again, since you are doing this without an intermediary, you are responsible for staying abreast of data protection laws such as the GDPR. Customers trust that your company will take care of their privacy. Your reputation can quickly deteriorate if you undermine that trust.
10 best practices of direct marketing campaigns to follow
Direct marketing is an effective way to reach and engage your target audience, but it is very important to follow best practices to ensure the success of your campaign.
From defining your target audience to creating compelling offers and measuring your results, these best practices will guide you every step of the way.
Develop a targeted list
Use every available analytics to carefully target key businesses and customers. Accurate customer segmentation and targeting make it more likely that the people you reach directly will be interested in your products and services. Even if they’re not ready to buy now, you’ll help build your brand in their minds.
Create an engaging message
Share a message that will be interesting and persuasive to the audience. Try to stand out from the competition with more interesting or subtle messages. Use straightforward terms. End with a clear call to action to convince the reader that their response is urgent.
Personalize your message
One of the advantages of direct marketing is its ability to add a personal touch. Your target audience will be more receptive to messages that include their name, resolve an issue they currently have, or mention their previous interests or purchases. In general, try to be friendly and open.
Test and refine your approach
You won’t know which direct marketing methods work best with your customers until you test them. Do they prefer phone calls or snail mail?
Podcasts through short videos? Be creative as you try different approaches. Evaluate what works and how you can better reach customers.
Measure and analyze your results
Look for metrics that can give you strong data on how effective your direct campaigns are. This includes open rates, click-through rates, conversion rates, and information such as customer feedback. What you learn here helps you perfect your marketing strategy.
Use segmentation
Give yourself a marketing boost by segmenting your customer base right from the start. You may want to segment based on specific buyer needs, demographics, geographic regions, where they join your email list, or other factors. This allows you to create more detailed customer profiles to target with personalized direct marketing campaigns.
Use a multichannel approach
Direct marketing works well with other marketing strategies. In fact, many businesses use it in a multichannel approach right from the start.
Direct marketing can take advantage of the initial brand and product awareness you have developed through other strategies such as SEO, social media posting, and content marketing.
A multichannel strategy increases customer engagement and can lead to more sales and more brand loyalty.
Consistent
All of your marketing channels and campaigns need to maintain a consistent tone, message, and visual design.
It should be immediately obvious, whether customers are taking an interactive quiz or stumbling across your Facebook page, that this is the same business.
Consistency makes your message more effective and increases Company recognition and customer trust. Check the consistency of your brand, mission statement, and business products or services.
Maintain data privacy and security
Customer Data is increasingly threatened by cyber hackers, and they are increasingly aware of digital security. Protect their personal information just as you would your own.
Get consent before Marketing, be transparent about how their data can be used, and keep digital records safe. If there is a potential data breach, notify your customers immediately so they can take appropriate steps to protect themselves.
Comply with laws and regulations
Direct marketing is subject to a number of laws and regulations in the US and internationally. Non-compliance can lead to high costs, loss of license, and other legal consequences.
Make sure your direct marketing efforts are legal with all laws such as the CAN-SPAM Act and the Telephone Consumer Protection Act.
What is the future of direct marketing?
From snail mail to SMS text, direct marketing has a lot to offer modern businesses.
A direct connection with your customers means you don’t rely on middlemen. Social media platforms can be hacked and retailers can shut down, throwing your marketing strategy into disarray. Being direct means you maintain those invaluable connections in the marketplace.
What is the most important part of your direct marketing campaign? Putting together a really interesting message is just one step. Don’t forget the importance of getting feedback and analyzing campaigns.