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The UK DPB defines direct marketing as "the communication by whatever means of advertising or marketing material which is directed to particular individuals".

As you can see, this definition is very wide and would capture all kinds of communications — from phone calls and text messages, to emails and postal mail. Solicited and unsolicited direct marketing Generally speaking, solicited direct marketing i. The rules discussed in this Note are relevant only to unsolicited direct marketing.

Therefore, this note only focussing on emails. What is business-to-business and business-to-consumer direct marketing? Business-to-business "B2B" direct marketing is marketing from a business to a "corporate subscriber".

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A corporate subscriber is any corporate body entity with a separate legal status who contracts for the use of the internet connection or other public electronic communications service through which a direct marketing email is received. This includes companies, limited liability partnerships, Scottish partnerships, and some government bodies. It would include, for example, the corporate subscriber Clifford Chance in respect of a marketing email sent to JohnSmith CliffordChance.

Business-to-consumer "B2C" direct marketing is marketing from a business to an "individual subscriber". An individual subscriber is an individual who contracts for the internet connection or other public electronic communications service through which a direct marketing email is received. It would include, for example, the individual John Smith in respect of a marketing email sent to JohnSmith hotmail. In some cases, it may also include smaller businesses and organisations.

Why does the distinction between B2B and B2C direct marketing matter?

The Engaged Customer: The New Rules of Internet Direct Marketing

The GDPR makes no categorical distinction between B2B and B2C marketing — it regulates the processing of data relating to identifiable individuals, whether they are identified in their personal capacity or as representatives of corporate persons. The GDPR's effect does vary according to the circumstances of processing, however, and will generally be less stringent in a B2B context.

Companies involved in B2C marketing have to meet stricter requirements under PECR when it comes to obtaining permission to send email marketing messages to individual subscribers. B2C marketing generally requires "opt-in" consent. This is considered in further detail below.

Integrated Marketing Communication (IMC) Definition

B2B marketers, on the other hand, can engage in direct marketing activities without "opt-in" consent. They only have to comply with the GDPR, by showing that the way they use personal data is proportionate, has a minimal privacy impact, and the recipients would not be surprised by or likely to object to what they are doing i.

The general rule is that all direct marketing emails to business email addresses e.


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JohnSmith CliffordChance. If she has an easier way to prepare nutritious, tasty meals, then she will be showing her family that she loves them. My ideal buyer hates to shop for clothes in stores.


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  8. But she needs to look good when she has video conferences with clients. Looking professional helps elevate her status as a virtual assistant. If she purchases my clothing online, she will have professional attire that is comfortable yet stylish. My ideal team member is a work from home mom who had a professional career before having children. She loves staying home with her family but misses the feeling of accomplishment, confidence, and status that she enjoyed when she worked outside the home. If she starts her own direct sales business, she will put her skills to use and once again have that feeling of accomplishment that she craves.

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    You can see that once you are clear on who you are speaking to, it becomes easier to craft a message that resonates with your ideal buyer. Your direct sales company will provide you with a replicated website from which customers can make purchases. Put the power of content marketing to work for your direct sales business. It gives you content to share on social media and a platform that you can use to differentiate yourself from others in your company.

    You become a trusted authority on your product line and a helpful friend who offers advice and value, taking the sale further and building a relationship. Another reason to have a blog is that it helps you show up in search engine results.

    A blog is great for SEO because it provides content that can be found when your potential customers search for either your brand or solutions that your product provides. Need more convincing? Read our article on 5 reasons direct sales consultants should blog. When someone does a search for your product, you want to come up on the first page of Google. How do you do that? You need to optimize your website and follow SEO best practices. Come up with a list of questions your customers are asking before they buy your product.

    Then write blog articles on those topics and add an FAQ section to your website. For help in this area, be sure to check out our article on how to find blog topics that improve SEO. You can use Google Analytics to track keyword performance and the behavior of users on your website. These metrics will help you adjust your content strategy to improve how your website performs in search.

    A word here about Pinterest. Pinterest is a search engine, not a social media platform. So, be sure to optimize your blog post images for Pinterest and enable rich pins. Set up a Pinterest account for your business. Then learn how to use it for your direct sales business. But, a quick Google search will bring up tons of posts on how to use Pinterest for your business. In social selling, which is what direct sales is, we attract people who want to socialize with us, be it online or in person. We attract people who aspire to be like us, who trust us and agree with our opinions, and those who enjoy our personality.

    Use the power of attraction in your branding and social media presence. Here are a few ways to use attraction marketing in your direct sales business:. Your goal is to quickly establish a relationship with your readers and social media followers. They should get an idea of who you are, your personality, your values, and your mission within a few posts. More than any other aspect of marketing, social media has revolutionized the way direct sellers have built their businesses over the past ten years.

    Social media has allowed direct sales consultants to reach a wider audience than ever before while building relationships and spreading their message quickly. However, along with the good, there has come some bad. Social media is very powerful, yes, but using social media improperly can turn off your friends and customers.

    Have your friends blasted their business posts daily, clogging up your newsfeed? Have you received unsolicited messages from friends about their business? The better way to do it is to lead with relationship and value. Be a friend first. Two effective ways to build your following on social media are through the power of community and the power of storytelling. A highly effective way to build your customer base, establish a relationship with them, and keep them coming back for more is to bring your followers into your tribe.

    Using a Facebook group as your home base, engage your community with helpful posts, entertain them with your personality, and treat them like they are part of an exclusive clan. The most successful direct sales Facebook groups are not the ones that constantly promote products; they are the ones that people look forward to checking every day because there is always something fun going on in the group.

    Make your group special by posting exclusive content there. Otherwise, there is no reason for them to engage with your group.

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    People want to hang out with people they know. Use engaging posts to get members to reveal things about themselves so they can get to know each other.


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    So, the challenge for digital marketers is to understand how to catch them in the process of the buying decision — to do this, they need to do everything they can to understand the way their audience thinks and behaves. You want to segment your previous buyers out from new buyers, as you will be engaging differently with different sets of people based on the relationships you have already built. The key will be to anticipate their future needs so that you can show them what they need before they even really realize it.

    Understanding how and where people are consuming your content can go a long way towards how you market your goods and services to a different audience. It can tell you about the types of things they prefer as well as how they interact with their friends. There are also plenty of ways you can use your social channels to target, so the two go hand-in-hand in various ways when you are working on a strategy. Sometimes people segment their audience according to particular traits, cultural values, or lifestyles. These can also be related to current events.

    It may be more about values, preferences or lifestyle factors. Psychographics requires that marketers dig a little deeper. To this end, things like Facebook polls and quizzes can work wonders.