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Seven Roles for Telemarketing Calls Within a Marketing Mix
Marketing is a process which requires continual adaption and innovation. In the drive to stay current, though, there can be too much focus on leading-edge techniques at the expense of more established methods. The optimal marketing approach is one which balances both old and new ways.
Take telemarketing, for example. There is nothing new about telemarketing calls, and even refinements of telemarketing, such as auto-dialing and robo-calls, are ultimately just incremental variations on the original principle. Against the backdrop of Internet marketing techniques, telemarketing sales might seem as dated as a transistor radio compared to an MP3 player. However, telemarketing calls can still add value -- not as an alternative to more modern techniques, but as a complement to them.
Blending Telemarketing Sales into the Marketing Mix
Despite the temptation to be drawn to the newest marketing techniques, marketing executives need to view each technique, old and new, on it own merits. The question isnt simply one of which is the most effective marketing technique. What really matters is whether each technique can add incremental sales on top of the others.
In blending telemarketing calls or any marketing technique into a marketing mix, executives should look at each component in three ways:
The Unique Roles of Telemarketing Calls
Clearly then, a telemarketing effort can exist alongside newer marketing methods. It can also be complementary to those methods, and vice versa. More specifically, there are seven distinct roles telemarketing can play within a marketing mix:
In short, the existence of newer technologies and techniques does not spell the end of telemarketing. It simply signals an evolving role for telemarketing within the marketing mix.