Incentive and network: the keys to a good direct marketing campaign

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At a time like the present, consumers look to the Internet as the most suitable universe not only to be informed up to the minute about their favorite topics, but also to be able to get different promotions, discounts and offers . Direct marketing campaigns with incentives offer higher ROI (Return on Investment) than traditional ones, and allow an association of messages or values ​​between the incentive and the target audience. Just as important as the incentive is the way in which the offer reaches the consumer, the "messenger", since this grants different credibility to each channel.

Favorite websites and online communities have a very high credibility for the consumer who has chosen them as such.

Consumers have evolved and when it comes to purchasing a product they are no longer guided exclusively by price and/or brand, but depending on the messenger who transmits it and the affinity of the incentive to their interests, they may opt for one service or another.

The latest data released by the INE (National Institute of Statistics) confirm the deterioration of the economic situation. Families are beginning to cut spending in the face of fears of a slowdown, as shown by lower all country mobile number list figures for retail trade, car sales and order books, among others. The other part that completes internal demand, investment, has also conditioned the final GDP figure downwards, falling sharply for the first time in 12 years and going from 2.5% recorded in the first quarter to the 0.2% drop that took place between April and June, which adds more doubts about the short and medium term expectations of the Spanish economy and proves right those who believe that the worst of the crisis is yet to come.

Faced with this recessionary scenario, the Internet offers remarkable possibilities if one knows how to navigate wisely.

In this way, any registered user of the online community receives a weekly newsletter with selected offers of interest to their profile, and can also access the website and expand information with hundreds of different offers to try new products through free samples and gifts, sign up for contests, promotions and discounts on products. All kinds of products, beauty, cosmetics, perfumery and drugstore, food, drinks... have a place on this portal, to meet the interests of its users.

According to the Red.es observatory, 42.4% of Internet users consider price or promotions to be the most important reasons for making an online purchase. There is also a clear trend towards the communication channel, price and promotions becoming more important when making purchasing decisions.

For example, when applying for a credit card, they will first consider the source through which they received information about it. If it is a source that they have a high degree of credibility/trust in, they will be able to study the offer, but if not, they will ignore it. Once they have studied it, in almost all cases they will try to compare it with other alternatives. Thus, they may choose the card that offers a trip as an incentive over one that does not offer it, despite having a higher renewal fee. This is accentuated if the incentive is also offered at the right time of year. In the case of travel, the effectiveness of the incentive is much higher if it is in the month of June, close to the holidays, than if it is in the month of October.