Direct
Mail is a form of communication in which personalized advertising
messages are sent directly to individual recipients; rather than
sending such messages through mass public channels.
In
our present day, businesses in Saudi Arabia are solely focused on
communicating their messages through mass media outlets. And though
mass media has proven to be an effective channel of communication,
still businesses are missing the opportunity to communicate directly
with their consumers or clients on a more personal and private level.
This is precisely what direct mail can accomplish through its
personalized letters that are tailored to the exact preferences of each
consumer.
Through direct mail, companies
will be able to understand the needs of every individual receiving a
letter. For example, a consumer wanting to learn more about the latest
laptop from Company A, or wanting to learn the benefits of a certain
hair cream from Company B will be now able to do so by his own choice
and at his own convenience. Such personal interactions - via direct
mail- will enable a company to give the "real" consumer a sense of
importance and value. This sense of importance and value builds a
stronger relationship between the company and consumer, and hence gives
the company the ability to control the consumer's purchase preferences and options.
Furthermore, it has been proven by a number of studies that consumers
enjoy receiving direct mail for many reasons such as the personal touch
it has; the privacy involved with receiving a personalized letter; and
the defined sense of self which direct mail gives each recipient.
In
the last decade, the field of marketing has seen a rapid revolution and
growth. As a result, direct mail has become a global focus of the
marketing industry. Hence - and because the Saudi marketing industry is
part of this global industry- it is valid to say that today Direct Mail is not only a feasible option in the Saudi market, but a reality in the unfolding. |
