Relationships With Customers and Direct Marketing

The most effective use of direct marketing to achieve the best possible corporate results has been discussed by a number of academics. Additionally, scholars have looked into the relationship between companies and their customers. In this sense, creating solid, mutually beneficial connections with customers improves company outcomes. One book has offered a thorough solution out of all the ones I’ve read on this subject: Interactive and direct marketing innovation: Leading professionals demonstrate how to maximize digital ROI using Stan Rapp’s iDirect and iBranding imperatives. Right from the onset of the book, Rapp states that the utility of iDirect technology is the most effective way of ensuring a high rate of return on investment (Rapp, 2010). The best way of direct marketing entails studying the targeted customers based on various variables such as their age and tastes and making a direct appeal to them. In connection to this, the concept of iBranding plays a critical role in ensuring that the business is not only viable but also sustainable in both the short and the long run.

Application to My Situation

In 2015, I visited the store in my neighborhood. I was looking for a Nike shoe product. I was doing this on my own without seeking any help. Along came a sales lady who requested time to explain to me the various offers that the Nike Company was running. These included cheaper products and free products. Having understood the various products that Nike offers, it occurred to me that I had already become a disciple of Nike from that incident. I started buying other of their products and not just the shoes.

After reading the works of Rapp and others, I came to learn that what the sales lady was doing was personal selling. Nike trains some of the personnel on how best to convince the customers to buy their products.

Conclusion

Rapp reminds the reader that building strong relationships with leads to better business profits and a well known brand. I do agree with him by all means. After I graduate, I intend to start my own business on top of being employed. And I will read the book yet again in order to ensure that I do not get it wrong in my business.

References

Rapp, S., & Direct Marketing Association (U.S.). (2010). Reinventing interactive and direct

marketing: Leading experts show how to maximize digital ROI with iDirect and

iBranding imperatives. New York: McGraw-Hill.