Direct Response Marketing
The mass marketing otherwise known as branding and direct response marketing are the two major kinds of marketing strategies used by businesses today. 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 idea here is, the more items that you run ads from your brand, the more likely people will be conscious about it.
Now in regards to direct response services, it is designed in a way that it compel prospects and evoke immediate response to take specific actions like 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 will be focusing more on the 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 to mass media marketing as no one knows what ad has compelled people to buy from you.
Number 2. It is measurable – you’ll be able to know how effective every ad you’re running since you’re aware of which ads are being responded to and to how many sales you have received from each. Then, you drop or change the advertisements that aren’t giving you 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. This uses attention grabbing headlines combined with strong sale copy. Most of the time, this is 3x more likely to be read as the ad looks more of an editorial than an advertisement.
Number 4. It is targeting specific niche or audience – prospects 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. In most instances, the main objective here isn’t focused on selling anything from the ad but to make your prospects take action such as 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.