A communication lives on contact, and the way in which the organization reaches its public is a key element in an effective strategy for approaching and retaining the interest of the identified target. Without the existence of this relationship, any objective is defeated by the inability to make ourselves heard and to have an impact with visible results in the operation carried out.

A direct and targeted contact strategy, designed in a structured way and using different instruments, becomes a tool that is impossible to neglect in a context where extending the established contact network and achieving a differentiating position within it makes an organization relevant.

The concept of email seems dated to us today but, when integrated into a broader logic, it is still a versatile and immediate response to consolidate a message. Mail a piece to a prospect and he can open it or not. Send them an email and they'll remember the contact more easily. Post content on social media and they'll think twice about it. Make a phone call and you'll find him ready to respond positively.

O direct marketing thought of in a more traditional way doesn't always close a sale, but it is more likely to be opened than an email. The reason is simple: it comes at a cost. Traditional contact demonstrates to the recipient that you are serious.

At the same time, social media can do two things effectively. Firstly, it can create buzz, with the consequent dissemination making it easier for a message to reach further afield. At the same time, it can extend the life cycle of a campaign after the main outreach action.

Telephone contact should be the last step, reserved for a segment of the public that is more likely to respond affirmatively to the contacts made previously and as a moment to reaffirm the proposal made.

Rather than several instruments used independently, these are truly complementary phases of a structured, ongoing plan that allows for a comprehensive response to the public.