The Modern Rules Of Direct Response Marketing

Although the marketing domain has undergone tremendous changes in the recent times, the fundamental rules of the game continue to remain the same. Marketers nowadays are adopting different forms of marketing along with traditional forms in order to create a memorable impression before consumers. Amongst the many marketing forms, direct response marketing is gaining increasing importance in today’s competitive business world.

Direct response marketing aims to evoke immediate action from consumers. It can be subscribing to emails, calling for more information, or making a purchase on the website. Given the personalized nature and trackability of direct response marketing campaigns, marketers are likely to benefit greatly from audience segmentation and data mining. But success in this field requires marketers to follow certain rules, which are as follows:

Making an offer

Every direct response marketing campaign has an offer that pushes consumers to react. The campaign is likely to be more effective if your offer is appealing, interesting and relevant enough to your consumers. Making a solid offer is the basic rule of direct response marketing.

Eliciting immediate response

Just making an offer is not enough. Your offer has to be appealing enough to evoke immediate responses from your consumers. A plain offer can make consumers lose interest in you. But giving them a reason will certainly take them out of their skepticism and make them respond immediately.

Making instructions clear

Unless your direct response channel, whether it’s a flier, website, sales letter or email, has clear instructions for consumers, the campaign is likely to fail miserably. The campaign should provide instructions as to what consumers need to do, how they can do it and what happens after doing it.

Crafting appealing copies

A lot of direct response marketing’s effectiveness is dependent on the ad copy. Instead of creating long, boring copies, you should keep it crisp, creative and straightforward. Your copy should reflect the benefits that consumers are likely to get from your offer. It should appeal to consumers and push them to take an action.

Tracking and measuring performance

Like all other forms of marketing, direct response marketing requires regular performance tracking and measurement. You need to leverage the power of data to know how your campaign is performing and your ROI is increasing. Not only will this help you improve performance but also allocate your marketing budget to campaigns more effectively.

Following up 

After you send out your message, you need to follow up with your prospects. A smart marketer will ensure that he or she maintains regular contact with prospects and foster long-lasting relationships with them. Unless you follow-up with your prospects, your direct response marketing campaign will get lost in the clutter.

Getting tougher 

Last but certainly not the least, you need to become a discipline and tough marketer if you wish to succeed in direct response marketing. You should focus on clearing the junk of your business and focus on aspects that actually work. You should create a regime and stick to it dedicatedly if you wish to get results.

 

Is Direct Response Marketing Still Relevant?

Direct response marketing in today’s digital world

No, direct response marketing is not dead. In fact, it’s still an effective form of marketing that’s focused on getting immediate responses from prospects. Direct response marketing encourages prospective consumers to give immediate feedback based on a direct call to action, something that helps marketers to determine the effectiveness of their strategy. Although the basic principles of direct response marketing haven’t changed, today’s digital world has certainly changed the way direct response marketing campaigns are conducted.

Direct response marketing consists of the following elements:

  • An offer or proposal.
  • Enticing information to push customers to consider the offer.
  • A direct call to action.
  • Clear contact options (email, phone number, signup form, and so on.)

If your direct response marketing campaign includes the above elements, you win half the battle. But most marketers are skeptical about using direct response marketing because they fear ineffective results. But in reality, direct response marketing is actually beneficial for businesses and is still relevant in today’s marketing world. Here are the reasons why:

Direct response marketing generates brand awareness 

While traditional forms of marketing focused on the mass market, direct response marketing provides marketers the opportunity to reach out to a specific target audience. In addition to social media, marketers are also leveraging direct response marketing to generate awareness about their brand. People open their mailbox every day, and sending a direct mail to them is likely to catch their attention. Direct mail is, thus, rightly called the brand awareness king in the marketing world.

Direct response marketing can be personalized

Marketers only get eight seconds to grab the attention of consumers. As such, they need to communicate their message as clearly as possible so that you are able to build meaningful relationships with consumers. Direct response marketing allows marketers to personalize their message to appeal to different consumers and encourage them to respond immediately. This is a great way for marketers to push the response rates up for a campaign and foster relationships with consumers.

Direct mail is real

Compared to the current forms of communication such as re-marketing, PPC, and video ads, direct mail seems to have more tangibility. Whenever you send a direct mail to consumers, you are actually placing something palpable into their hands, thus building a rapport that’s very different from what you build through emails and other forms of advertisements. In comparison to email marketing, direct mail is more effective in eliciting responses from consumers.

Direct response marketing complements digital strategy

As digital media is driving today’s marketing world, it’s not surprising for marketers to integrate direct response marketing with their digital strategies. Multimedia marketing can give impressive results because it’s capable of reaching out to a diverse group of people. At the same time, it also becomes possible for them to reach out to offline users who don’t like to be approached online. Integrating direct response marketing with digital strategies will allow marketers to be more creative and track the performance of their campaigns using data.

Interested in supercharging your company’s customer acquisition?

Schedule your webinar today

5 Facts About Digital Marketing That You Should Know

Ever since digital media became a mainstream marketing channel, brands have experienced a noticeable change in the communication domain. Gone are the days when television and radio ads were used to reach out to a large mass. Now is the era of digital and social media channels. Although traditional marketing channels are still prevalent, the power of digital media is something brands are trying to leverage to the fullest these days.

Digital and social media marketing provides an opportunity to brands to reach out to the right audience, offer something of value and measure their performance. But these benefits are not enough to know how powerful a domain digital marketing is today. The following are a few facts about digital marketing that you should know:

Mobile leads the digital game

Brands are optimizing their marketing strategies to include mobile in them. Over 100 billion unique monthly searches happened in 2017, half of which come from mobile devices. Not only this, approximately 80 percent of time spent on social media happens through mobile. About 71 percent of marketers claim that mobile marketing is integral to their business. As such, mobile is likely to rule the digital scenario, making it important for brands to focus greatly on mobile marketing strategies.

Online advertising spend will only rise

As the Internet and mobile are gaining marketing importance, brands can’t afford to lag behind. As such, they are investing whopping sums on their online advertising campaigns. In 2017, the global digital advertising spending was $229.25 billion, which is likely to reach $335.48 billion by 2020. The global ad spending has been increasing since 2010 owing to advances in consumer preferences and technology. As such, brands are likely to invest more into mobile internet advertising owing to increase in the number of mobile users.

Wearable technology gains popularity

A great matter of interest for people today is wearable technology, and brands are taking full advantage of the trend. Wearable technology such as smart watches, fitness tracking bands, and activity tracking bands is adorning innumerable wrists around the globe. The data that marketers get through such technologies is useful in the planning and execution of digital marketing campaigns. Digital marketers can leverage real-time data to understand their customers better and engage with them at a deeper level.

Location-based advertising is essential

location-based advertising spend is expected to cross $32 billion in 2021. it will be 45% of total mobile advertising revenue by 2021. So location-based advertising is something no marketer can ignore today, especially when it can be used to pull consumers to the store. Location-based advertising is likely to become a powerful source of data that will enable marketers to deliver relevant, timely and personalized advertising message to consumers.

So is cross-device targeting

Just like location-based advertising, cross-platform targeting is also essential in today’s marketing world, where consumers are no longer confined to just one device or social platform. About 60 percent of digital marketers in the US implement cross-device targeting in April 2017. The number has certainly increased towards the end of the year. So cross-device targeting is something a business has to adopt in order to rise above the competition.

Interested in supercharging your company’s customer acquisition?

Schedule your webinar today

Five Outrageous Ideas For Your Direct Response Marketing

Marketers Need Direct Response Marketing

Direct response marketing can be a tough nut to crack. It involves a lot of risksfor marketers because what works for one type of a consumer may not work for another. This is the reason why direct response marketers are always testing their campaigns, offers, content and media.

No matter what, direct response marketing is one of the most effective ways to generate leads and increase business revenue. It helps marketers to measure consumers’ responses, determine the performance of their campaign, and take necessary corrective actions. As such, it won’t be wrong to say that marketers need to incorporate direct response marketing, both online and on-ground, in their marketing strategies.

But if you are wondering how to ace the direct response marketing game, here are five outrageous ideas you can try:

Highlight The Benefits Of Your Offering

Experts in the field of direct response marketing suggest that you should focus on highlighting the benefits rather than the features of your offering. Benefits seem to out-pull features in a number of direct response marketing campaigns. The ad should show what kind of problems your offering intends to solve and how it has done them. This is a proven technique propagated by a number of marketing gurus in the present times.

Make A “Yes Or No” Offer

It is also seen from a number of campaigns that a “yes or no” offer out-pulls more prospects than an offer without any option. A “yes or no” offer elicits either positive or negative response from prospects, and creates an urgency for them to respond right away. You can use this kind of an offer by putting a “yes” or “no” stamp or check boxes below your offer. It is also seen that a negative-option offer does better than a positive-option offer.

Justify Reasons In Your Copy

One of the most powerful ways of influencing human behavior is by telling people the reason behind your actions. The word “because” is seen to activate an automatic compliance response, which inspires them to take a particular action, such as subscribing to your email list or clicking on your website. The copy of your ad should, therefore, tell people why you are doing something.

Communicate What You Want Your Prospects To Do

It’s also important to tell your prospects what you want them to do. Your ad should guide them to the next step and also tell them what to expect by doing so. For example, you can say, “Follow these easy steps to unlock a range of benefits” or “Click here to know more, etc. This provides a helping hand to your prospects and gives them the confidence to move forward.

Always Put A Time Limit

Last but certainly not the least, you need to put a time limit on your offer in order to get better responses. An offer without a time limit does not create the urgency for your prospects to take actions. Since of the main objective of direct response marketing is to get immediate feedback, a time-bound offer will likely to pull in more prospects who would be interested in your offer.

Interested in supercharging your company’s customer acquisition?

Schedule your webinar today

Here’s What People Are Saying About Direct Response Marketing

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.

Interested in supercharging your company’s customer acquisition?

Schedule your webinar today

5 Lessons That Will Teach You a Lot About Direct Response Marketing

Effectiveness of direct response marketing

Marketing is an enormously broad, highly dynamic, and widely subjective domain in the business world. It keeps changing with time, bringing in new approaches and necessitating a paradigm shift for marketers. Out of the different forms of marketing employed by brands today, direct response marketing has always occupied an integral place in their strategies.

Always remember one thing: direct response marketing shows an existing problem and presents the product as the solution. It is one of the ways in which companies can hit two birds with one stone– encourage consumers to take a measurable action and gauge the effectiveness of their ads. This is what makes direct response marketing much more effective than any other form of brand communication.

What to know about direct response marketing?

You can never learn enough of direct response marketing. The deeper you dig, the more you unravel. But below are a few facts about direct response marketing that will teach you a lot about the domain.

Direct response marketing is all about:

Talking to prospects directly

Direct response marketing involves developing one-to-one relationships between brands and consumers. This relationship can only be strengthened when the brand talks to one person at a time, rather than addressing a marketplace. Direct response marketing focuses on the needs, desires and situation of consumers. It doesn’t talk about the brand always. As such, it’s important that brands have their fingers on their prospects’ pulse in order to succeed.

Presenting the product

Entrepreneur and inventor Joy Mangano is considered a pioneer of direct response marketing. Her approach was simple: present the product rather than the idea of it. In case of the mop she developed, she focused on showing the use of the product rather than other brand attributes. Showcasing the product actually makes it a lot simpler for consumers to decide whether or not to buy the product. This is one very important mantra for direct response marketing success.

Showing how to buy the product

The objective of direct response marketing is to trigger a specific action from the consumer’s side. One good way to do so is by showing them how to buy the product. The direct response marketing copy shouldn’t lead consumers to ambiguous paths or far-away stores. It should rather tell them how to buy the product RIGHT NOW. Direct response marketing will only be successful if a brand is able to push consumers into taking immediate actions.

Testing the approach

One great part of direct response marketing is its trackability. Marketers can track which ad is effective and which one is not. It gives them a chance to test the channels they have employed in order to deliver the advertising message. With the help of insightful, real-time data, marketers can change the ad in order to trigger the desired response from the consumers. As such, the testability and measurability of direct response marketing make it a highly-efficient form of marketing.

Following up with leads

Last but certainly not the least, direct response marketing involves constant following up with leads. Once a lead is captured, a marketer should keep following up with it through emails or other forms of communication. The goal is to maintain the worthiness of the brand and uphold the value it can provide to consumers.

Interested in supercharging your company’s customer acquisition?

Schedule your webinar today

7 Advantages Of Direct Response Marketing And How You Can Make Full Use Of It

What’s direct response marketing?

Direct response marketing is crafted to trigger an immediate response from prospects who are urged to take a particular action. It could be anything from subscribing to your email, placing an order, casting a vote or calling the company for more information. By eliciting immediate responses from consumers, you are able to check the effectiveness of your marketing efforts on different media, such as radio, television, print, email or flyer.

Direct response marketing has undergone a significant shift since the advent of digital technologies. But it’s certainly one of the most beneficial forms of marketing for brands today. Be it online or offline, direct response marketing can offer the following advantages:

Trackability

In direct contrast to mass marketing, direct response marketing lets you track the number of direct responses received from consumers. You get instant feedback from your consumers and craft meaningful strategies by tracking data. As such, it allows for better planning of ads and media for increasing responses.

Measurability

By allowing you to know the number of sales cracked and responses received, direct response marketing lets you measure the performance of your marketing efforts. Depending on these numbers, you can either drop or change the ads in order to increase your ROI. Thus, direct response marketing lets you make informed decisions.

Affordability

Owing to its self-funding nature, direct response marketing is far more affordable than any other brand marketing technique. It lets you fund your campaign in a measurable way by asking prospects to take a particular action. It creates a direct connection between advertising expenditure and profits derived from it.

Specific targeting

Direct response marketing focuses on creating brand loyalty by targeting a specific group of consumers. Unlike mass marketing, which is focused on a large-sized market, direct response marketing is focused on the right prospects of a product or service. It helps in targeting those people who are actually interested in your offer.

Special offer

Direct response marketing usually provides a value-focused offer, which you can communicate better to your audience. It aims to push prospects into taking an action by touching their pain points, desires, interests, and fears. In short, it’s focus is more on the prospect that on the advertiser.

Profitability

Direct response marketing is much more profitable than other forms of marketing because of its measurability. Based on the data obtained after measuring performance, you can take actions to close loopholes and channelize your funds towards profitable ads. You can utilize insightful data to optimize your ads, plan media and drive ROI.

Follow up

Direct response marketing helps you to follow up with consumers in real time because of immediate responses from them. It lets you communicate with your prospects better and provide effective solutions. You can also follow-up with unconverted leads so that they can be converted into actual buyers.

How to use direct response marketing?

The following are a few tips you can consider in order to get the best out of your direct response marketing efforts:

Focus on relevancy

Like in any other form of marketing, you need to focus on the right audience for increasing the effectiveness of your direct response marketing efforts. You should push your offer to people who you think would actually need it. There’s no point wasting time on people who are not interested in your product or service. You should specify the characteristics, location and other demographic aspects of your customers in order to look useful to them. This is an important success factor in direct response marketing because it determines the relevance or irrelevance of your offer to your customers.

Create a digital ecosystem

As the world is moving towards the digital space, you need to create an ecosystem that brings your brand and your customers on one platform. You should focus on creating a digital ecosystem for accommodating different messaging strategies, such as increasing sales or driving brand awareness. A mix of earned, paid and owned media would be perfect for an ecosystem. Mobile-friendly websites, dynamic banner ads and landing pages, social media, shopping apps and tools, and flash sale partnerships are good ways of creating a digital ecosystem.

Make your offer urgent

As a general rule, you should quantify your offer as much as possible. If your offer has a limited quantity, make sure you specify it in order to sound more persuasive to your audience. If you are offering something for a limited time, merely saying “offer ends soon” may not fetch you the desired results. Rather you should say, “ Offer ends Sunday at 3 pm”, because it tricks consumers to hurry up to avail your offer. Creating an urgency is important but relevancy of your offer to your customers is even more important for it to stick.

Focus on your core message

Whatever you say in your offer becomes your brand’s voice. As such, you simply cannot underestimate the power of your messaging. Besides the relevance of your offer, you should also focus on increasing the relevance of your core message. Your core message should communicate your brand’s USP and your offer in a positive light. In addition, it should strike a chord with your customers by highlighting the relevance of your offer. It should have a clear call-to-action so that your customers know exactly what they are expected to do. Keep it simple, clear, and understandable for your audience.

Devising a measurement plan

Last but certainly not the least, you should have a proper measurement plan in place. You should consider creating custom ROI models that measure the value of your interactions. Having a measurement plan makes it easier for you to track your performance and take suitable decisions. It would show how effective your ad is, how many customers have responded to your ad, what kind of leads you are generating, and many more. This will help you to improve your direct response marketing efforts in a way that gives you desired results.

Interested in supercharging your company’s customer acquisition?

Schedule your webinar today