Pemasaran Langsung : Manfaat, Faktor, Jenis, Dan Cara Pengukuran

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Dalam dunia marketing, banyak cara yang bisa kita lakukan untuk menarik pelanggan untuk membelu produk yang kita tawarkan. Salah satunya adalah dengan cara pemasaran langsung. Pada artikel ini kita akan membahas secara terperinci apa yang dimaksud dengan pemasaran langsung.

Pengertian Pemasaran Langsung

Pemasaran langsung adalah suatu bentuk periklanan di mana seorang pemasar berusaha untuk memperoleh tanggapan/ feedback langsung dari seorang pelanggan, responnya bisa berupa pesanan atau kunjungan ke situs web atau toko.

Cara komunikasi pemasaran langsung bisa dalam beberapa bentuk yang berbeda, seperti email, telemarketing, atau bahkan transaksi tatap muka. Pemasar harus dapat mengukur respon pelanggan dan menentukan apakah pelanggan akan menerima tawaran tersebut atau mereka akan mengabaikannya.

Pemasaran langsung menurut para ahli

Philip Kotler – Gary Armstrong (1996)

Pemasaran langsung adalah sistem pemasaran yang memakai berbagai media iklan untuk berinteraksi secara langsung dengan target pelanggan. Interaksi ini biasanya pemasaran lakukan melalui telepon, email, atau tatap muka agar pemasar dapat mendapatkan timbal balik secara langsung.

Tom Duncan (Buku PRINCIPLES OF ADVERTISING & IMC)

Pemasaran langsung adalah cara pemasaran dimana perusahaan ingin menjalin komunikasi secara langsung dengan pelanggan. Strategi ini cukup efektif karena bisa berinteraksi serta membuat database pelanggan, selain itu dapat mengaktifkan komunikasi pemasaran dengan menggunkanan berbagai media guna mendorong respon konsumen.

M Suyanto (Buku Marketing Strategy)

Pemasaran langsung adalah sistem pemasaran yang memakai saluran langsung untuk mencapai konsumen dan menyerahkan barang atau jasa kepada konsumen tanpa adanya perantara.

Sehingga kita bisa simpulkan bahwa pemasaran langsung adalah metode pemasaran dengan cara berinteraksi secara langsung kepada calon pelanggan dengan tujuan menjual produknya untuk mendapatkan keuntungan.

Manfaat Pemasaran Langsung

Manfaat terhadap pemasar

Rajamanajemen merangkum setidaknya ada 4 manfaat dari metode pemasaran ini, yaitu:

  1. Pelanggan tertarget
    Pemasaran langsung memberikan manfaat kepada para pemasar untuk menargetkan pelanggan yang paling mungkin membeli atau menemukan pelanggan potensial.
  2. Biaya promosi yang lebih murah
    Perusahaan hanya memasarkan untuk khalayak tertentu saja. Sehingga biaya promosi dapat ditekan dengan secara efektif.
  3. Hubungan antara pelanggan dan perusahaan yang meningkat
    Dengan mengirimkan informasi tentang penawaran diskon, pemasar dapat mengembangkan hubungan yang lebih baik dengan pelanggan.
  4. Tanggapan atau feedback yang lebih cepat
    Tingkat tanggapan/ feedback sangat tinggi dan cepat, hal itu karena hubungan pemasar dan pelanggan lebih kuat atau inten sehingga pelanggan lebih mudah perusahaan jangkau.
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Manfaat terhadap pelanggan

Manfaat metode ini pun bukan hanya bagi para pemasar, tetapi pelanggan pun akan mendapatkan manfaatnya. Misalnya pelanggan akan lebih mudah memilih produk yang ia butuhkan karena ia bisa mencoba secara langsung atau teredukasi secara lebih inten. Selain itu, pelanggan juga bisa membeli produk tanpa keluar rumah karena dapat membeli secara online.

Faktor Yang Mempengaruhi Pemasaran Langsung

Dalam penerapan strategi ini, setidaknya ada 4 faktor yang mempengaruhi tingkat keberhasilan strategi ini untuk menarik pelanggan, yaitu:

  1. Cara memasarkan
  2. Pendeskripsian target pelanggan
  3. Jenis produk
  4. Penyampaian informasi

Cara memasarkan

Pemasar harus dapat menentukan jenis pemasaran langsung mana yang akan mereka gunakan untuk menawarkan produknya. Apakah yang mereka akan gunakan dengan cara tatap muka, melalui email atau cukup dengan telemarketing. Dengan penentuan cara memasarkan dapat meningkatkan tingkat keberhasilan penjualan produk.

Misalnya jika Anda menjual produk jasa seperti sistem pengelolaan perusahaan, tentunya produk dengan jenis ini tidak akan cocok pemasar jual dengan cara telemarketing karena proses edukasi dari produk ini haruslah lebih terperinci. Oleh karena itu, kita perlu melakukan tatap muka dengan calon pelanggan kita agar dapat mengedukasi mereka mengenai produk yang kita jual.

Pendeskripsian target pelanggan

Pemasar harus dapat menyeleksi jenis pelanggan mana yang akan membeli produk mereka. Kita harus mengetahui mengenai demografi pelanggan seperti usia, domisili hingga mengetahui perilaku pembeliannya. Untuk memahami tentang pendeskripsian pelanggan pahami STP Marketing: Langkah Jitu Membuat Produk Laris Di Pasaran.

Misalnya kita akan menjual produk popok bayi. Tentunya kita harus memiliki data pelanggan yang membutuhkan popok bayi tersebut seperti kita akan menjual kepada ibu muda yang baru melahirkan. Jangan sampai kita menjual kepada remaja yang masih sekolah.

Jenis produk

Semakin rumit suatu produk, akan semakin sulit juga untuk menjualnya. Walaupun ketika produk tersebut memiliki tingkat kerumitan yang tinggi, harga jual pun akan berbanding lurus dengan produk tersebut.

Misalnya, kita akan lebih mudah menjual pakaian daripada mobil. Tetapi keuntungan menjual mobil walaupun sulit akan lebih tinggi daripada pakaian.

Tetapi dengan penentuan cara pemasaran yang sesuai, kesulitan tersebut dapat kita antisipasi. Misalnya menjual mobil di mall atau showroom. Karena orang yang datang pada tempat tersebut adalah para pelanggan yang terdeskripsikan atau pelanggan tertarget.

Penyampaian informasi

Dengan metode pemasaran mana pun, jika penyampaian informasi kita tidak tepat maka akan sulit untuk menjual produk. Hal tersebut karena pelanggan tidak teredukasi secara baik mengenai produk yang kita jual.

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Oleh karena itu, penyampaian informasi ini baik secara tatap muka atau pun melalui media harus dapat menyampaikan informasi produk secara baik, terstruktur, menarik dan jelas.

Bukan hanya dari penyampaian, bahkan dari gerak gerik dan berpakaian harus menyesuaikan.

Misalnya ketika menjual mobil, pemasar harus dapat menyampaikan informasi secara mendetail mengenai mobil yang ia jual. Kemudian, ia pun harus berpakaian rapih dan professional seperti menggunakan jas atau kemeja formal.

Contoh dan Jenis Pemasaran Langsung

contoh pemasaran langsung
Gambar 1. metode pemasaran langsung

Terkadang kita tidak menyadari bahwa kita adalah salah satu dari target pemasaran langsung.

Salah satu contohnya adalah email penawaran masuk dari toko online yang menawarkan barang diskon atau telepon langsung dari layanan TV berbayar yang menawarkan produknya.

Inilah beberapa jenis pemasaran langsung:

Email Marketing

Dengan pemasaran ini, perusahaan akan mengirim email berisi penjelaskan produk, promosi khusus, atau undangan untuk membeli produk tersebut. Pemasaran ini sangat murah dan mudah untuk diterapkan. E-mail dapat dikirim 24/7 dan pemasar dapat mengukur respon kampanye dengan mudah.

Contohnya adalah penawaran belanja yang banyak dikirim oleh marketplace via email kita. Anda bisa mengecek kotak masuk email Anda pada bagian kotak masuk promosi untuk melihat contoh email ini.

contoh pemasaran langsung email pemasaran
Gambar 2. Contoh penawaran pada email

Pemasaran Seluler

Pemasaran seluler adalah bentuk pemasaran yang paling baru dan berdampak signifikan. Bentuk pemasaran ini menggunakan ponsel, ponsel cerdas, tablet, dan perangkat seluler lainnya untuk menjangkau pelanggan. Dalam pemasarannya akan melalui sosial media seperti facebook, instagram atau pun whatsapp.

Misalnya adalah penawaran langsung via direct message sosial media.

Telemarketing

Bentuk pemasaran ini sangat populer sebelum munculnya teknologi smartphone. Dalam bentuk pemasaran ini, pemasar menghubungi pelanggan melalui telepon.

Contohnya adalah layanan TV berbayar seperti M*N vision yang menawarkan produknya melalui telepon.

Kupon

Salah satu jenis bentuk penawaran adalah kupon. Untuk saat ini Kupon tradisional dalam bentuk kertas sudah mulai beralih menjadi kupon online yang lebih ramah dan mudah menjangkau pelanggan. Selain itu, Pelanggan dapat mengunjungi situs kupon online dan mengunduh serta mencetak kupon, atau menyimpannya di “dompet digital.” Pelanggan dapat mengakses dompet digital ini melalui smartphone mereka, yang merupakan cara lain bagi pemasar untuk menjangkau pelanggan.

Ada juga situs khusus untuk kode promosi, yang menawarkan diskon produk.

Baca juga: Strategi 7P Dalam Pemasaran Produk

Katalog

Katalog marketing adalah metode pemasaran dengan cara mengirimkan list produk yang akan kita tawarkan pada target pelangga. Bisa secara online atau offline.

Online Marketing

Metode pemasaran ini menggunakan internet sebagai media pengjangkau pelanggan. Misalnya dengan menggunakan jasa facebook ads atau pun google ads. Kelebihan dari metode ini adalah jangkauan pelanggan yang sangat luas bahkan pemasar bisa menargetkan pelanggan dari luar negeri. Oleh karena itu, metode pemasaran ini banyak sekali pemasar saat ini minati.

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Cara Menargetkan dan Mengukur Respon Pelanggan

Cara terbaik bagi seorang pemasar untuk mengarahkan pasar ke konsumen adalah dengan menggunakan basis data pelanggan. Basis data pelanggan dapat memberikan profil pelanggan untuk setiap target pasar.

Basis data dapat memberikan semua informasi tentang pelanggan pada segmen pasar tertentu. Informasi tersebut termasuk usia, pendapatan, jenis kelamin, dan bahkan pembelian produk/ penggunaan jasa. Dengan menggunakan informasi ini dapat mengidentifikasi hal-hal berikut:

  1. Apa yang paling sering dibeli pelanggan
  2. Pembelian apa yang paling baru dari pelanggan
  3. Berapa banyak yang dihabiskan pelanggan untuk setiap transaksi

Basis data ini juga dapat melakukan hal-hal berikut:

  1. Identifikasi pelanggan potensial
  2. Tentukan pelanggan mana yang terbaik untuk produk tertentu
  3. Dapat digunakan untuk membantu membangun loyalitas pelanggan

Setelah seorang pemasar memiliki basis data pelanggan, mereka dapat menggunakannya untuk mendapatkan masukkan terbaru dan meningkatkan nilai pelanggan. Ini dilakukan melalui:

  1. Produk yang disesuaikan sesuai permintaan pelanggan
  2. Kemampuan untuk berinteraksi dengan pelanggan selama transaksi
  3. Kemampuan untuk menyesuaikan pengalaman

Setelah pemasar memahami ini, pemasar akan lebih baik menggunakan kemampuannya untuk membangun loyalitas pelanggan. Perusahaan seringkali dapat memperoleh respon yang lebih baik dengan menggunakan pemasaran langsung.

Untuk memiliki promosi pemasaran langsung yang sukses, seorang pemasar harus dapat mengukur dampak promosi tersebut. Pemasar akan lebih mampu menargetkan pasar yang diinginkan dan menguji tujuan bisnis.

Pemasar memulai dengan mengumpulkan informasi tentang biaya dan pengeluaran, sehingga dapat memperkirakan berapa banyak sarana pemasaran langsung (Telermarketing, email langsung, dll) yang harus dikirim. Kemudian pemasar dapat memperkirakan jumlah pendapatan per-surat yang dikirim.

Pemasar harus menganalisis promosi agar dapat meningkatkan kinerja pemasaran langsung. Jika menggunakan media surat langsung, pemasar harus dapat menganalisis tingkat respon untuk setiap surat. Salah satunya dengan cara survey.

Etika dalam Pemasaran Langsung

Pemasar harus menghindari promosi yang menipu. Kemudian, pelanggaran privasi juga merupakan salah satunya. Dengan memaksakan promosi yang kita lakukan seperti terus menelpon pelanggan tanpa memikirkan waktu, hal itu akan mengganggu ranah privasi mereka dan membuat calon pelanggan memiliki impresi negatif terhadap kita.

Saat promosi juga tidak boleh menggunakan informasi yang menyesatkan hal ini juga dapat memberikan efek negatif di benak konsumen.

Promosi harus selalu fokus pada produk. Promosi iklan yang tidak mengikuti etika yang berlaku akan memiliki konsekuensi jangka panjang yang buruk untuk bisnis.

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