TMCnet Feature
December 04, 2020

Daniel Klibanoff Explains How Technology Has Impacted Direct Marketing



Direct marketing has undergone several major transformations over the years, but no transformation has been as drastic as that brought on by technology.

Daniel Klibanoff is a serial entrepreneur based in Asheville, North Carolina. He has helped businesses generate hundreds of millions of dollars of revenue since he started his very first company in 1982. Having worked as an entrepreneur for several decades, he has witnessed the many ways that technology has impacted direct marketing. He provides his insight into the two main ways technology has affected the traditional method of direct marketing.



Online Marketing

According to Daniel Klibanoff, the rise of the internet ushered in a whole new era of direct marketing, known as online marketing. Now, for the first time ever, the consumer had the power. The internet allowed them to search for, research, and order products to their home with the click of a few buttons. This radically affected direct marketing. Although offline marketing is still a powerful force, many businesses have opted to shift their focus away from traditional forms of direct offline marketing, such as brochures or flyers, and move towards digital marketing opportunities on the internet and social media, such as email or text messaging.

During this shift from offline to online, many people thought that direct marketing would become a strategy of the past. But this didn't happen. Daniel Klibanoff claims that direct marketing has stood the test of time because it’s been adapted. Now, businesses are focused on curating the right message or promotional offer to get their customers to go to a website for online shopping, rather than a brick and mortar store. Further, for businesses that still employ a mix of offline and online marketing strategies, technology has vastly improved the offerings available for offline methods, such as pamphlets and flyers. Now, thanks to better color and graphics, any literature printed by the company is more attention-grabbing and aesthetically pleasing than ever before.

Daniel Klibanoff on Social Media

The second way that technology has impacted direct marketing is through the rapid rise of social media. In fact, marketing through social media has become so popular, it’s become its own niche. Businesses all over the world are looking for social media experts to carry out their social media marketing strategies, because they recognize how important the medium is, not only to sales but to brand recognition and reputation.

Unlike the traditional methods of direct marketing, social media marketing can open up a business to millions of potential customers all over the world. In this way, it’s difficult for direct marketing to compete. However, Daniel Klibanoff asserts that there are ways for social media marketing and direct marketing to work hand in hand. For example, the weaknesses of direct marketing can be made up for with social media marketing. While direct marketing can come off as too self-promotional, alienating some customers, social media marketing is more customer-centric, encouraging a more natural conversation or relationship between the customer and the business. Social media is a place where not only can businesses post their products or ideas, but customers can respond to those ideas and provide feedback in a real-time setting. Further, direct marketing campaigns, especially those that involve sending something physical to a customer’s house, are much more expensive than social media campaigns. By reducing your direct marketing campaign budget and supplementing this reduction by implementing more social media marketing campaigns, you can reduce your costs while exposing yourself to a whole new group of potential customers.



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