The greatest asset to leaders and innovators from the global direct response community meeting face-to-face, apart from clocking in some valuable hours of seminars and networking, is to revisit industry trends that affect our business and how we are responding to the changes. Embedded at the core of this year's 2016 ERA D2C Convention in Las Vegas was perfecting the art of blending traditional and digital media to tell compelling stories that drive sales.
With every marketer having their own tactics and tools to drive sales, here are three easy steps to get the most out of your direct response marketing campaigns:
Run digital with broadcast
Recognizing a television ad from past web activity is no coincidence. Digital advertising scheduling to coincide with television advertising is not something all brands think about, though results impactful. Planning and running online video advertising before a television spot boosts the campaign effectiveness, hiking general recall up by 15 per cent and likeability up by a whopping 40 per cent according to Nielsen. What's more, digital video advertising represented approximately 12 percent of all digital ad spending in the U.S. in 2014, a number that has only shown signs of growth over search or display advertising in 2015.
Know the difference between your website and a landing page
One of the biggest misconceptions among brands in drive to web in advertising is using the general website as the driver. Building a landing page compatible on desktop and mobile will optimize user experience and naturally, sales conversion. Your landing page serves as the entry point to your website and the first interaction between the brand and visitor. Smart landing pages provide a clear call to action, maintain narrow focus with clear design and messaging, and above all, are personal.
Track retailer sales
Be fully immersed in the complete life cycle of a campaign by optimizing data from where your product is selling. Build an analytics database to track progress on hard good offers for regular reporting. For example, hard good offers available for sale on Amazon can be tracked in collaboration with the retail giant and delivered as part of regular reporting. This allows marketers to understand how a product is selling over time, measure the effects of advertising and importantly, analyze the sales of competing products.