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In a sense, direct marketing is not what it used to be. It's changed rather dramatically over the past ten years because of the Internet, and here's why.
Before the world-wide-web, companies had direct control over both the messages they wanted to deliver and the corporate image they wanted to portray. This is no longer the case. Now, instantaneous word of mouth messages, via Twitter, StumbleUpon, Digg, etc., can overwhelm any message attempts to deliver and these messages often become the way your prospects will perceive you.
To stay competitive in today's marketplace it is imperative that you and your company adapt to these changes. If, instead, you choose to stick your corporate heads in the sand, you can very well go the way of the dinosaur.
Why Direct Marketing Has Changed So Dramatically
Your "brand" is how people perceive your company. If company branding in the past was a company driven monologue, today's branding can be considered two-way conversations between the consumer and the companies they do business with. Social media has given consumers more and more control over the way your company and your brand are perceived.
As a business owner, whether you like it or not, social networking has empowered consumers. They avidly share their thoughts and opinions about you, your products and your service - both good and bad - on the Internet. Their insights and interpretations of the way you treat them is an open book whose pages are available for all to read - today and, ostensibly, forever. What can be very scary as a business owner is that at times it can seem as if your consumers now determine how your company is branded.
What Can You Do?
It begins with the look and the feel of your website. Presuming you know your customer's demographics, your website should reflect their attitudes and beliefs. Use innovative ways to engage your visitors - not only in decision making processes that could lead to a sale, but by giving them value for the amount of time they spend on your site.
What you're looking to do is elicit a positive emotional response and create confidence in your brand. Yes, you still want to promote your products'. benefits. However, in the 21st century you can only do that after you have gained your readers trust.
Building trust does not mean trying to please everyone on every issue that comes up. When you attempt to make everyone happy you might end up being branded as a company that gives mixed signals and doesn't actually stand for anything.
Instead, foster an image that may not appeal to everyone but it's the one that does represent your company's core values. Then, those who agree with you will hold you in higher esteem and may very well spread your message around.