Marketing is a great tool that can create awareness of your brand, as it keeps your company alive in the mind of consumers everywhere. The unfortunate thing about brand marketing is that you’ve got to go out into the world to find your customers. If you're anything like us, sitting back and watching an adoring horde visit your website or phone your call centre is the desired approach. If your marketing strategy is all about hunting down new customers, you may be surprised to learn that there’s a more effective way...
Direct response marketing is a powerful tool for attracting customers to your brand. It is a marketing strategy that allows you to save precious marketing dollars, as it can typically be implemented at 30 to 50 percent less than traditional media. The reason why direct response has been so incredibly successful over the past 40 years is that it focuses on driving an immediate response to secure lead generation and it has a clear path of action for the audience. There is usually a call to action integrated towards the end of the message, which makes the offer irresistible and consumers feel compelled to respond.
Clients love to see immediate ROI and actionable insights, especially as the economy starts to tighten once again. One of the best ways to begin integrating direct response advertising into your marketing mix is to conduct a small test with your existing multi-channel marketing campaigns.
What is Multi-Channel Marketing?
Multi-channel marketing is exactly what you'd imagine it to be — a way of marketing across more than one channel. When we use these terms in relation to direct response marketing, we’re typically talking about using TV ads, radio advertising, print and the digital marketing avenues of search, pay per click, social media, email and the web to connect to customers who want exactly what you’ve got to offer.
It sounds complicated, but it’s really very simple. Instead of sticking to just one marketing format, for example, TV advertising, you might also incorporate a radio advertising campaign and an opt-in email list into your marketing mix to test against your control (current media channels) in order to measure the response rate.
Direct response multi-channel marketing is the most efficient way to get your message out to your target market. In addition to traditional direct response mediums such as radio advertising, TV ads and print, we are increasingly seeing additional digital marketing channels such as these being explored and used:
Opt-In Email and SMS. When potential customers visit your website, they can choose to receive additional correspondence from you. By opting in, they are giving you permission to market to them, which is a great marketing strategy to secure lead generation for your brand. Once you’ve collected a sufficient mailing list, you can use it to send out new product announcements, sale flyers, newsletters and other useful material to your audience.
Banner Ads. Although it’s much harder to avoid banner ads these days, they are generally small and not very intrusive. Much like TV ads, they take very little away from the site that a potential customer is visiting. Unlike TV ads, though, a direct marketing banner ad can be reserved for customers who fit a specific profile that indicates that they’re likely to be interested in your product.
Social Media. A still emerging, but already very important vehicle for multi-channel marketing is social media. Considering that about 70 percent of mobile time is spent on social media channels, increasing efforts to get 'likes' and shares will quickly translate into sales as social media matures. Right now, we’re leveraging those efforts into converting customers, but with Facebook’s newly developed ability to transfer money between users, as well as its 'Buy' button, the day is coming where social media will be a full-fledged direct marketing tool.
Why Direct Response Marketing Works
The reason that direct response marketing is such an effective marketing strategy is because customers are given a choice — to take immediate action which will solve their problem or to ignore the offer. When the customer chooses to take action (by opting in, visiting a website, clicking a button or making a phone call), they’ve effectively said that they’re willing to accept your marketing. Instead of trying to push your products onto someone who has zero interest, you’re working with a population that is either familiar with what you have to offer or who wants to find out more.
Overcoming that interest barrier has long been the most difficult challenge for marketers everywhere — after all, people don’t want to be sold to; they want to buy what they want to buy. When you introduce a product or service that can solve a consumer's problem, combined with a compelling offer, magical things start to happen. Clients with successful direct response integration hit the advertising trifecta by receiving greater marketing ROI, more valuable lead generation and, ultimately, bigger profits for less expense.
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