An experiential, social network‐based approach to direct marketing

TLDR

Direct marketing faces new challenges and opportunities from social network media, requiring firms to target audiences both directly and indirectly, while prior studies show members seek benefits and traditional assessments focus on cognitive and behavioural metrics. The paper reviews the evolving media landscape of direct marketing and proposes a model for direct and indirect buyer targeting. A conceptual model integrating producer, seller, and community needs, using customer experience as a framework, is presented. The literature review highlights changing media habits, and evidence suggests that emotions linked to social network use may be a more critical success factor for direct marketing than traditional metrics.

Abstract

Purpose Direct marketing faces challenges and opportunities associated with the emergence of social network media. Companies need to address target audiences both directly and also indirectly through social media. The purpose of this paper is to provide a review of the changing media landscape of direct marketing, and proposes a model of direct and indirect targeting of buyers. Design/methodology/approach A conceptual model is presented which brings together the needs of producers, sellers and communities. Customer experience is used as an integrative framework for reconciling the sometimes differing needs of these groups. Findings The literature is reviewed, noting changes in media habits. Previous studies of social network users provide a picture of the benefits sought by members of online communities. Originality/value Assessment of direct marketing has traditionally emphasised cognitive and behavioural metrics. This paper has proposed an experiential framework which may be more difficult to measure, but evidence is presented that emotions associated with use of social network web sites may be more important as a key success factor for direct marketing.