A direct response campaign is a commercial message that solicits an action from the consumer, the advantage of using this method is that it can bypass the traditional method of selling to consumers using traditional channels such as retail or a direct number to call.
Comparison: Brand vs Direct Marketing Examples
|Intention||Gain user awareness||For the user to take specific action|
|Landing Page||Content within a website||Specific landing page that allows user to take action|
|Call to Action||‘Learn More’, ‘Click Here’, ‘Find Out More’||‘Buy Now’, ‘Contact Us’|
|KPI’s||CTR, Engagement, Roll Overs, Plays||CPO, CPL, RPM|
|Messaging||Flexible, non-mentioned||Includes monetary amount, or numbers|
|Where||Single Site, Sponsorships, Road Blocks||Networks, Exchanges, DSPs|
There are some categories of business that do not have a business model based on retail or a phone number, and as such can help these business’ to engage with their customers better such as: contests, mass feedback or product promotions.
These forms of direct marketing not always guarantee a return on investment and a large focus of the above ideas is tracking the results of the call to actions that prompted a response as this allows to lower the overhead of methods on the advertiser prior to finding out if there techniques are effective or not.
For more help with direct response marketing ideas, Kingstar Direct Media can help you with all your DRTV marketing and production needs.