The Growing Importance Of Direct Response Marketing
The dynamism of advertising and marketing pushed brands to adopt different strategies in order to grab the attention of prospects and consumers. One such strategy is direct response marketing, a form of marketing that aims to elicit an immediate response from prospects and compels them to take an action, such as buying a product on the website or subscribing to an email list. As such, direct response marketing has emerged as a crucial strategy for brands that aim at faster ROI, better leads, and larger profits.
People in the marketing world have recognized the importance of direct response marketing in the fulfillment of brand objectives. Let’s check out a few numbers. The response rate for direct marketing mail for people in the age bracket of 18 and 21 years is 12.4 percent. For every $167 spent on direct response marketing in the US, marketers achieve a sale revenue of $2095. These numbers are truly indicative of direct response marketing’s popularity in today’s competitive marketing world.
What Makes Direct Response Marketing So Popular Today?
Ever since digital emerged as an advertising channel, marketers can leverage the domain’s attributed in executing direct response marketing campaigns. What marketers primarily look for is measurable results, which direct response marketing tends to provide. But that’s not all that marketers have to say about the concept. Here’s why they feel it’s popular today:
Direct Response Marketing Demands Response
As opposed to mass marketing, direct response marketing calls for an immediate response from prospects and consumers. It compels them to take specific actions through a “call to action” option. In addition, the messaging can be tweaked to address an individual consumer’s interests, fears, frustrations and desires, thus making the approach more personalized in nature.
Track-Ability Offers Great Insights
The best part of direct response marketing is it’s track-ability. Marketers get to know which ad and which media generated the maximum response. These provide great insights for marketers to define their ad campaigns and messaging. Most direct response marketers feel that performance data has helped them plan better campaigns and get better results.
There’s Better Targeting
Marketers feel that direct response marketing is very useful in targeting a specific niche or target market. Based on various performance data, marketers know which class of consumers are responding better to their campaigns. As such, it’s a great way to refine a brand’s targeting and reach out to the right target market with the right advertising message.
Leveraging Social Media Become Possible
As consumers have gone social today, direct response marketers get a chance to leverage different features and targeting options of social media channels. Marketers feel that it has changed the way they reach out to consumers and sell their products and services. As such, complementing direct response marketing efforts with social media is something marketers are considering on a larger scale.
Following Up Becomes Easier
Marketers feel that direct response marketing has changed the way they follow up with unconverted leads. Marketers can continue reaching out to them and eventually convert them into actual customers by considering reasons behind their disinterest.
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