There’s No in Point Doing Cross-Platform Targeting If You’re Not Doing It Right

 

The challenging task of targeting across-platforms

It has been said over and over again that right targeting is crucial to marketing success. Unless a brand has a clearly-defined target audience, no advertising message will have the desired impact. But defining a target market is no longer what it used to be before. Brands have to keep in mind the current digital transformation while identifying and addressing a target market.

The challenge of targeting for marketers has become threefold. They have to identify an individual consumer reliably, reach that consumer across an increasing number of platforms and devices, and partner with vendors who still rely on traditional targeting infrastructure and mechanisms. Brands today have to employ cross-platform targeting in order to reach out to a wider market. But the truth is it is pointless doing so if they don’t know how to do it right.

The right way of doing cross-platform targeting

Effective cross-platform targeting depends on proper communication across different channels. There’s no one-size-fits-all formula to do so. But perhaps the following tips can help you do it better:

Define your marketing goals

Like any other form of marketing, you have to define your target audience, marketing objectives, and brand messaging while using cross-platform targeting. Your objective can be to shoot up revenues, leads or brand awareness. You also have to define what you want your audience to do. In addition, the measurability of your goals is also important in creating an integrated cross-platform targeting strategy.

Understand your audience

Merely defining a target audience based on its geographic location and demographics will not help you succeed in cross-platform targeting. You have to know them in and out. You have to understand their behavior, choices and problems in order to target them with relevant products and services. For this, you might have to use data from different platforms and devise a strategy that integrates all of them.

Always be consistent

Once you leverage data showing behavior of consumers across channels, it’s time to target them with ads. But the key to success in cross-platform targeting lies in consistency. You should focus on keeping promotions, messaging, content and all branding aspects consistent across all platforms. The content needs to be optimized for each platform so as to as attract more consumers. Your consumers should feel that all messaging is originating in the same company rather than different organizations.

Re-market to those already reached

Owing to the short attention span of consumers, it’s likely that your message will get lost in the clutter. This is where retargeting  comes into play. Retargeting gives you a chance to reach out to previously contacted consumers who visited your website but didn’t finish the purchase. It acts as a reminder for those consumers who showed interest in your product or service but were distracted from making the purchase. Retargeting, therefore, should be a definite component of a brand’s cross-platform targeting strategy.

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6 Easy Rules Of Out Of Home Marketing

 

Why do you need out of home marketing?

 Digital transformation is undoubtedly bringing smartphones, tablets, and other handheld devices into the media mix. But this doesn’t mean that our good old outdoor advertisements have become redundant. Out of home marketing was, in fact, never out of the media mix of brands. It is still used as a reinforcement for a brand’s media strategy owing to its mass reach, creative scope and budget-friendly cost.

An average consumer needs to be exposed to an advertising message at least ten times before they take any action. Outdoor advertising formats such as news racks, bus shelters, telephone booth, mall kiosks, and transit advertising are capable of building immediate brand awareness. As such, these forms of advertising cannot be discounted by brands, even though preferences skew towards digital media.

The rules of out of home marketing

Simply designing a billboard and putting it up in a high-traffic area will not give results. There are certain rules that you must follow in the game. Here are a few of them:

1. A 7-words copy, that’s it.

It’s always believed that short messages create better impact. Hence, 7 words or less is considered ideal. Plus a pedestrian or a driver will never be able to read anything more than this. Or rather they don’t want to read anything more than this. Your copy should be able to tell the message within these many words.

2. No bright colors

It’s a myth that bright colors will get favorable responses. Not always. Try basing your ad on a concrete strategy and fine design, rather than playing with obnoxious colors that harm the brand’s image. Use your brand colors smartly in the ad so that people can form connections over a period of time.

3. Use images smartly

Images can either build a brand or destroy it completely. So it’s important that you use only those images that are relevant to your brand and advertising message. They should set the right tone and demonstrate your idea clearly and creatively. Most importantly, your images should be noticeable but not a distraction to pedestrians, drivers, and cyclists on the road.

4. Provide only one point of contact

Your audience doesn’t need all your email addresses or phone numbers to contact you. A phone number or a website or just an email address is enough for them. They won’t be able to register so many details within the short span of time when they are waiting at the signal.

5. Use more than one billboard

Billboards are not cheap. But using just one billboard will not be useful either. Since billboards are mass market medium, you will need more of them to grab people’s attention. Make sure you check the Gross Ratings Points (GRP) of billboards before making an investment. This would determine how many people in the area will see the board at least once a day.

6. Keep competition in mind

Last but certainly not the least, you need to know what your competitors are doing in the outdoor space. What kind of boards are they creating? How are they crafting their message? These are important factors to consider in order to stand out from the clutter.

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Five Easy Rules Of Cross-Platform Targeting

Why Do Companies Need Cross-Platform Targeting?

Cross-platform targeting has taken off in a good way in the recent times. Ever since mobile devices such as smartphones and tablets have come into the picture, cross-platform targeting has become an important part of companies’ marketing strategies. As the digital space is growing, it’s becoming important for developers to come up with apps that are compatible with different platforms, such as Android, Windows and iOS.

Social media and other communication channels also deserve a mention here. The reason for this is simple: users are no longer confined to one platform. They use different devices to buy a product or use a service. As such, a company or a brand would lose out on potential sales if they focus their ads only on one platform. Although developing mobile apps can be costly, marketers cannot afford to ignore cross-platform targeting these days. They need to focus on creating campaigns and applications that users across different platforms can view.

How to use cross-platform targeting?

Employing cross-platform targeting is easier said than done. With varying specifications, changing user base, and dynamic features of each platform, marketers find it challenging to unify all platforms. But perhaps the rules below will help you use cross-platform targeting to the best advantage of your brand:

Know your audience

Knowing your audience is the first step you can take in cross-platform targeting. Consumers are people after all, and their needs and preferences are highly dynamic. Since the key is to meet these needs, marketers have to develop a thorough understanding of their customers. They have to learn to respect the needs and preferences of customers by employing communication channels that they prefer to use, whether it’s email, phone or text messages.

Maintain consistency across all channels

The key to marketing success is the creation of a seamless brand experience. But cross-platform targeting requires consistency on the part of marketers. You need to ensure that your ad campaigns are integrated across all the channels you are using. Cross-platform targeting allows your customers to experience the brand comprehensively, rather than disjointed campaigns.

Consider delegating and automating

Don’t think that if you are a marketer, you have to do everything by yourself. It can be exhausting for you to keep track of individual preferences of one customer. But you can consider delegating a few tasks and leverage technology that lets you automate your marketing processes. This will save you the hassle of recording activities, posts, campaigns and other deliverables all by yourself.

Create relevant content

Content is a game-changer for brands in the digital space. But cross-platform targeting will only be successful if you are able to provide something of value to your customers. Based on the channel you are using, focus on creating content that informs and promotes and ultimately converts people into actual customers.

Use data

Last but not the least, cross-platform targeting lets you use big data. Since all the channels are connected to a central platform, performance data for all channels becomes easily available to marketers. The data lets you understand your customer’s behavior, analyze trends, and focus on areas that need your attention. It lets you take action in real-time and capitalize on profitable opportunities.

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Five Facts About Location Based Marketing That Will Blow Your Mind

 

The Power Of Location-Based Marketing

Location-based marketing has become a powerful way for brands to create effective advertising campaigns and reaching out to a defined audience based on their physical location. Ever since the world has gone mobile, location-based marketing has gained immense importance.

Take the example of app-based restaurants and retail stores. Whenever a potential consumer comes anywhere close to these stores or outlets, they are targeted with offers and deals, which pops on their mobile screen as a notification. As such, consumers can’t help but get drawn to it. Such is the power of location-based marketing.

Mind-Blowing Facts About Location-Based Marketing

Location-based marketing is certainly taking marketing efforts of brands to a whole new level. Although the world is still trying to grasp a number of aspects related to the concept, it’s certainly becoming an important part of brands’ marketing strategies, especially digital and social media. In fact, the success of any digital or social media campaign depends largely on how brands target their ads.

Location-based ad targeting is one good way to do so. Instead of targeting people who are geographically distant from your business, you can specify a location of people who can actually see your ad. But there are some amazing facts about location-based marketing that are actually mind-blowing:

Location-based marketing relies on mobile

Studies have shown that 75 percent of consumers shop through mobile phones. They don’t rely on social media feeds or push notifications to shop for something. It seeks to target customers whenever they are close-by. It is because of this reason that location-based marketing relies heavily on mobile technology. It creates deeper relationships with people by targeting them with ads that are actually relevant to them.

Location-based marketing drives more conversions

Location-based marketing or proximity marketing improves brand connections and positively influences buying behavior. Individuals are likely to purchase when they enter a shop or are located close by. Push notifications prove highly relevant for potential customers when they are looking for certain products or services.

Early adoption of location-based marketing provides competitive advantage

As mobile marketing is taking brands by storm, it would be wrong for brands to assume that competitors are not adopting the strategy. Businesses across domains are adopting location-based marketing technologies in order to step up their audience targeting. As such, early adoption of the technology is likely to provide brands with a stronger competitive advantage.

Location-based marketing provides actionable insights

Location-based marketing data is another good way of gaining competitive advantage. It is something brands cannot afford to ignore. The data collected from location-based marketing provide good insights for perfecting ad campaigns, defining the target audience more precisely, and improve the measurability of strategies.

Location-based marketing improves transparency

The conversion rates in customer service depend on operational transparency, which is often ignored by companies. The demand for data transparency and data collection processes is inevitable. Customers may feel that their privacy has been violated. As such, transparency in data collection will reduce this concern and specify expectations. By explaining the role of customers in data collection, companies can gain their favor and derive better data.

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Reasons Why Digital Marketing Is Getting More Popular

Digital Marketing: The Game-Changer For Brands

Irrespective of the kind of business you own, whether brick-and-mortar or e-commerce, you simply cannot ignore the importance of the digital space. The recent digital transformations have made it possible for brands to adopt measures that go far beyond traditional marketing practices. On-ground brand activations and traditional ad campaigns are good at their place. But as consumers transit to the online space, digital marketing is becoming the next big thing in brand promotions.

Digital marketing is certainly a game-changer for brands. It has redefined marketing completely and pushed organizations to embrace innovation and change in a big way. The objective remains the same: reaching out to a wider audience and converting them into actual customers. But digital marketing serves many other objectives of businesses, making it an irreplaceable component of brand marketing strategies.

Why should businesses embrace digital?

Today almost all businesses are going digital. From retail stores to online stores, everyone seems to be talking only about digital marketing strategies. If you haven’t considered the digital marketing yet, the following reasons will clarify why this form of marketing is so popular (and so important):

Lets you compete in the online space

With so many brands offering closely-related products, you simply cannot stick to your age-old marketing practices. You need to go digital in order to compete with other brands and attract your share of targeted traffic. Digital marketing provides both small and large organizations the resources to perform various marketing and sales processes and become key players in the online space.

It is cost effective

Surprisingly, digital marketing is much more cost effective than traditional forms of marketing. The digital space provides ample opportunities for brands to reach out to a wider audience, without having to spend huge sums. This advantage is particularly felt by small companies, which don’t have enough resources during the initial stages. Digital marketing proves way cheaper for them as an advertising channel.

Lets you cater to mobile users

The best part about digital marketing is that it lets you connect with mobile users. Traditional advertising channels such as television and radio could only cater to a limited audience. But as consumers prefer hand-held, mobile devices to make purchases, brands can benefit from this behavior. It becomes possible for them to provide offers, deals, and information in real-time through digital channels.

It lets you interact with consumers

Traditional marketing channels proved no less than a one-way communication, where the message goes from the brand’s side but nothing much can be gauged about it’s performance. Direct feedback is what makes digital marketing stand out from traditional marketing. Brands and consumers can interact with each other, provide necessary information, and clarify queries, all in real time. All thanks to digital marketing and social media channels.

It lets you measure your performance

Reporting and analytics is a distinguishing feature of digital channels. They have the capability to synthesize necessary data that lets you track your performance. You can use this data to understand your audience better, refine your ad campaigns, and take actions to fill loopholes. As such, digital marketing holds a very important position in a company’s overall marketing strategy.

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6 Awesome Lessons to Learn From the Experiential Marketing Industry

The significance of experiential marketing

Experiential marketing is a marketing strategy that engages audiences by giving them a chance to experience the brand. It’s a tangible and participatory form of marketing.

But industry statistics show it as profitable domain for brands, given the level of engagement and increase in sales it creates. To understand the power of experiential marketing industry, let’s look at a few numbers:

  • 79 percent of brands used experiential programs in 2017 compared to last year.
  • The event industry, according to the U.S. Bureau of Labor Statistics, will rise 44 percent between 2010 and 2020, thus exceeding the predictions for most other industries.
  • 79 percent of marketers in the US generate sales through event marketing.
  • 98 percent of users feel like purchasing a product after attending an on-ground activation.

The above numbers are truly an indication of experiential marketing’s impact on brands and consumers’ purchase decisions.

What can marketers learn from the industry?

The growing industry of experiential marketing stores many valuable lessons for today’s marketers. The following are a few of them:

Lesson 1: Be clear about the message

Marketers should be clear about the message their brand wants to send out. It’s not necessary for the message to circle around the product always. It can be anything that the brand hasn’t said before. They should use that message to create an experience that’s valuable to the audience.

Lesson 2: Leverage creative talent

The expertise of an agency is good at its place. But marketers should create room for external talent also. Musicians, artists and other creative people can be called to create the desired experience. They should reach out to prominent ones in the region to create and augment a market.

Lesson 3: Always remember social media

Just because a brand is marketed on-ground doesn’t mean social media is irrelevant. Participants will certainly look for ways to share their experience on social media. You can create a hashtag that will make sharing easier for users. Brands should keep it local as much as possible so that the local community is not left out.

Lesson 4: Consider visual immersion

The objective of experiential marketing is to create a brand experience that people remember. In order to get the best out of it, marketers should consider immersing audiences visually in the experience. Infographics and on-ground activation technologies are a good way of showcasing a brand more realistically and initiating participation from people.

Lesson 5: Focus on the use of the product

Marketers should create an experience for people who are unsure about the use of the product or service. Experiential marketing should develop interactions with consumers that spells out the benefits of the brand in a creative fashion. They should use data to bring experiences to life.

Lesson 6: It’s okay to get uncomfortable

There’s actually nothing wrong in talking about taboo topics as long as your brand approaches it with maturity. Marketers should create an experience that breaks the taboo and initiates a conversation. They should approach the topic in a respectful manner so that people feel comfortable talking about it.

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Now Is The Time For You To Know The Truth About Location Based Marketing

The era of location-based marketing

Today is the era of mobile phones, which are so rich in technology that it’s possible to keep track of each and every activity of users, including where they go and what they buy. Innovations in the domain of location intelligence have paved the way for location-based marketing to emerge. This form of marketing allows marketers to leverage data of mobile users to ensure better targeting based on consumers’ location.

As more a more people are coming under the coverage of mobile phones, location-based marketing is evolving at a tremendous rate. Location-based marketing is perfect for businesses who target audiences with mobile ads, paid search ads, push notifications or other forms of mobile ads. But many marketers tend to have wrong notions of location-based marketing and the technology driving it. They often fail to realize the true potential of it, and land up painting an irrelevant picture of themselves before their prospects.

The reality of location-based marketing

The reality is no brand can survive until and unless it proves its relevancy to its prospects. And one good way to prove relevant is by targeting prospects in specific locations who would actually need it. Thanks to geofences and beacons that marketers are able to do location-specific ad targeting. But are they actually magical sales tools?

Location-based marketing certainly does not mean that marketers forget audience targeting completely. Most advertisers tend to focus so much no location that they deviate from the fundamental objective of advertising: targeting the right audience with the right message. Yes, geofencing is great but marketers cannot overlook factors that drive purchase decisions.

For example, a new brew pub in New York cannot forget to consider age while targeting prospects because it’s very unlikely that old couples would come there. The catch here is that location-based marketing for a brand with a penetration level of less than 50 percent could lead to wasted impressions. This means that they would be serving ads to people who don’t fit into their target audience. Marketers, therefore, need to know a lot more than just the location of their target audience in order to get decent returns on their ad spend.

Using location-based ad targeting alone also proves disadvantageous for marketers because it prevents message optimizing. Advertisers ultimately have to send messages with very little or no knowledge of the audiences’ purchase history and interests. The message will be very limited in terms of value when advertisers focus too much on the location. In reality, mobile advertisers perform better when they use location and purchase data together.

Whether online or offline, precise targeting is the only way in which advertisers can reap the maximum returns from their advertising expenditure. The key is to target consumers by who they actually are, not just by their location. Once advertisers are able to find out who are receiving their ads, they can convert more of them and experience an increase in sales.

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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.

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Five Things You Need To Know About Experiential Marketing Today

What’s Experiential Marketing?

If you have been in the marketing domain for a few years now, you must have come across the term “experiential marketing”. It’s nothing but attempting to create the right customer experience for your brand. Commonly known as “engagement marketing”, “participation marketing”, “special-event marketing” or “on-ground marketing”, experiential marketing is a marketing strategy which engages consumers directly and urges them to take part in experiencing your brand.

Experiential marketing is different from traditional marketing in the sense that the former does not consider consumers as passive receivers of a marketing message. Instead, it encourages them to participate actively in the production and co-creation of marketing programs. This inclusion of consumers in the brand experience fosters personal relationships and increases brand loyalty.

Facts to know about experiential marketing

Although experiential marketing is quite popular in the recent times, most marketers tend to overlook some essential facts about the concept. Here are a few things you as a marketer should know about experiential marketing:

Experiential marketing is a philosophy

Most marketers consider experiential marketing as a tool but it’s also a philosophy. It’s something that can be augmented with any marketing tool. The basic premise of this form of marketing is customer engagement in a manner and at a time they wish. Consumers get better control in experiential marketing because they get access to information anytime, anywhere. Whether it’s at the point of purchase, website or social media, information is always available to them.

 

Experiential marketing is based on engagement

As mentioned earlier, the key premise of experiential marketing is consumer engagement. Engagement determines how meaningful your brand’s experience is to your consumers. If we talk about social media, comments, shares, likes and direct interactions are measures of engagement. Two-way communication between consumers and brands is the very foundation of experiential marketing.

Experiential marketing involves both online and offline media

Experiential marketing leverages both online and offline means to create a brand experience for consumers. It includes everything from large events, contests, demos to customer appreciation events. There is a proper fusion of both online and offline channels so that consumers can connect with brands in the most convenient way possible.

 Experiential marketing depends on demographic targeting

The success of any experiential marketing campaign depends on the brand’s knowledge of its customer base. There’s no doubt in the fact that consumers have a dynamic behavior. They are using different media to put their message across and looking for different experiences. The key is to know the trends properly so that your brand remains relevant to them. As such, demographic targeting is one of the most important aspects of a successful experiential marketing campaign.

Experiential marketing affects both brands and consumers

Last but not the least, you should know that experiential marketing is beneficial for both brands and consumers. It gives your prospects an opportunity to experience your brand in a way that suits their preferences and lifestyle. For a brand, it creates consumer awareness and provides better insights about their consumers’ likes and dislikes. Therefore, it seeks to create a win-win situation for both brands and consumers.

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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.

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