Direct-to-Customer Commerce

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Strategic insights into the direct commerce industry, including ecommerce, direct marketing and related fields

How to improve the ROI on your marketing expenditures

Try to eliminate marketing expenditures, which reach non-buyers.

A huge percentage of your marketing expenses reach people who will never buy your merchandise or services.  While you may be able to ignore that fact, if your profit margins are high enough, you’ll do better if you know how to avoid spending marketing dollars sending your message to people who are not interested or have rejected your products.

We read a lot in the trade press about how to identify prospective buyers.  Maybe we should spend some time thinking about identifying known non-buyers.

If you can eliminate non-buyers from your target audience, the ROI on your marketing expenditures will automatically improve.

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Filed under: Direct Commerce, Ideas, Opinion, , ,

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