Direct Response Marketing
There are 2 different types of marketing strategies that various businesses are using nowadays and these include mass marketing otherwise known as branding and direct response marketing. When it comes to mass marketing, the goal for this form of marketing campaign is reminding prospects and customers about your brand and the products as well as services you’re offering. The concept is that, the more items you are running ads from your brand, the more likely people can become conscious about it.
With regards to direct response services, this is designed in a way that it can compel your prospects and evoke immediate response to take specific actions such as 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 two, we’ll be focusing more on direct response services.
Number 1. It is trackable – this is actually when someone responded and you can get to know which ad and which media was accountable in generating such response. This is contrary when using mass media marketing since no one knows what ad 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. From there, you can simply drop or change the advertisements that are not giving you adequate ROI.
Number 3. Uses compelling headlines as well as sales copy – the fact that direct response services is using compelling message of strong interests to your prospective market is one good thing about it. It is making use of attention grabbing headlines together with a strong sale copy. More often than not, the ad looks like an editorial than an advertisement which makes it 3x more likely to be read.
Number 4. It is targeting specific niche or audience – prospects who are 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 goal isn’t necessarily selling anything from the ad but just to make your prospects take action like requesting free report and so on. The offer is also focused more on the prospect than of the advertiser and discusses things about their 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.