Direct Response Marketing
There are 2 major kinds of marketing strategies used by businesses these days and these are mass marketing otherwise known as branding and direct response marketing. Reminding your customers about your brand and the products as well as services you’re offering is the main goal when it comes to mass marketing. The concept behind this is that, the more the items you run ads from your brand, the more likely people will be conscious about it.
When talking about direct response services on the other hand, this is designed in such a way that it is compelling prospects and evoking immediate response to take specific actions similar to opting in to your email list, calling or picking up the phone for more information, being directed to a website or place an order.
Between the said topics, we are going to put more emphasis on direct response services.
Number 1. It is trackable – that is when someone has responded and you get to know which media and which ad was accountable to generate such response. This is contrary to mass media marketing as no one knows what ad has compelled people to buy from you.
Number 2. It is measurable – because of the reason that you’re aware of which ads are responded to and to how many sales you have received from each, you can measure exactly how effective every ad you’re running. Then, you can either drop or change the advertisements that are not giving you the ROI you expect.
Number 3. Uses compelling headlines as well as sales copy – direct response services has compelling message of strong interests to your prospects. This uses attention grabbing headlines combined with strong sale copy. Oftentimes, the ad looks more like an editorial than an advertisement, hence it makes it 3x more likely to be read.
Number 4. It is targeting specific niche or audience – prospects within specific geographic zones, verticals or niche market can be targeted. The ad is aiming to make an appeal to narrow target market.
Number 5. Creates special offer – most of the time, direct response services makes specific valued packed offer. More often than not, the main goal is not about selling anything from the ad but instead, making your prospects to take action like requesting free report and so on. The offer is focusing on your prospects instead of the advertiser and talking about the desires, interests, frustrations and fears of customers.
If we will compare and contrast, mass media or brand marketing has broad, one-size fits all marketing approach is centered on the advertiser which is different from direct response services that is a lot more specific.