The Importance Of Microtargeting Approach In Telemarketing And Its Effect On Businesses


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Telemarketing is one of the most outsourced BPO services in the world. This service is a kind of marketing tactic that delivers instant sales. It accounts for $900 billion in annual sales, stated ATA.

What Is Telemarketing?

Telemarketing is a type of direct marketing where call center agents are calling or messaging their potential customers to offer their products and services. Also, it has been used to generate leads in B2B and B2C marketing.

According to a study, the human interaction in telemarketing made more customers respond to their calls and advertising. Moreover, it has also voted the least annoying form of advertising: only four percent of people who were surveyed voted for it.

In 1970s, telemarketing was started to be used widely in the business arena. Most of call center agents were women. There were many reasons as to why companies and businessmen do it. First, women has lower wage during those times. Second, women are much more polite during telephone calls as compared to men. Third, a women’s voice is more pleasant than those of men’s. These days, there are still many women in call centers than men; the reason might still be the same.

How Can Telemarketing Help Businesses?

Telemarketing is a way to generate sales. They are used to pitch sales to possible consumers over the phone or other medium. It also promoted business directly to its consumers. Moreover, it straightforwardly sells the products and services a company offers. It also provides a more personal service to people. It creates a more private setting for the customer and the business.

There are many misconceptions about telemarketing. There are people who think it is just those nosy phone calls in between meals and at work. However, that is not the case.

What is Microtargeting?

Microtargeting is also a marketing strategy that uses demographics and consumers’ information to know what they want. They would use a marketing tactic to try and influence those groups of people with the same interests.

Microtargeting is like telemarketing. However, it uses more medium like direct mail, home visits, television, radio, and web advertising.

It is used to target a group of people and send a particular message that will make them act on it. Data mining is used to gather the information of consumers and possible customers. Then, segmentation is done. After that, they will target that group of people to market their business’ products and services.

How Can Microtargeting Further Improve Telemarketing?

Telemarketing usually targets a large group of people. With microtargeting, they can minimize the size of the group and further customize their campaign for it to be successful. Companies can offer sales and deals to much smaller groups that would actually be interested in them. Because it deals with only a specific group of people, telemarketing done through through microtargeting helps businesses save more while simultaneously increasing the chance to earn higher profits.

The message, email, and phone calls will be more personalized because it will be for people with the same interest. It will also be easier to craft and make marketing campaigns for them.

Fred Chua
I am a Philippine-certified Electronics and Communications Engineer who serves as the CEO of Magellan Solutions Outsourcing Inc. Magellan Solutions is one of the top call centers/BPO companies in the world that can deliver high-performing operations to businesses of any type and any size.


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