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Cold marketing refers to marketing activities in which companies attempt to promote products or services to potential customers or target groups who have had no previous relationship or interaction with the company. In other words, it involves targeting people who have no prior knowledge of the brand or offering and are therefore "cold" in terms of interaction with the company.
Cold marketing can take various forms, including:
Cold acquisition: This involves direct contact from potential customers who have not previously interacted with the company. This can take the form of phone calls, emails or personal visits, for example. Cold calling can be used in the B2B and B2C sectors.
Direct mail (direct advertising): Companies send physical advertising materials such as brochures, flyers or catalogues to a broad target group that they have not previously contacted.
Cold advertising on social media: Companies place adverts on social media platforms such as Facebook, Instagram or LinkedIn to target potential customers who have not previously seen their pages or posts.
Cold marketing emails: Companies send unsolicited emails to people who have not previously given their consent to be contacted. However, this type of email may be subject to legal restrictions in some regions and countries.
Cold marketing events: Companies organise events or webinars to reach out to potential customers they have not reached before.
Cold marketing can be effective, but often requires more effort and resources compared to marketing activities aimed at existing customers or people who have already shown interest in a product or service. In order to conduct successful cold marketing, thorough market research, clear positioning and a targeted communication strategy are crucial. It is also important to ensure that cold marketing activities comply with applicable data protection and advertising guidelines, particularly with regard to the protection of personal data and compliance with opt-in regulations for email marketing.