Maintaining customer relations and brand awareness (aka “mass marketing”) has long been part of marketing. While direct response in marketing isn’t in the spotlight as much, it is becoming more emphasized in the landscape of competitive SEO.
What is Considered Direct Response Marketing?
On the other spectrum of mass marketing, direct response exists in its own special bubble. With direct marketing, the goal is to encourage customers to take some sort of action. The immediate response is what a business is really after, including: phone call, contact form, purchase, download, sign-up, inquiry, and more. With direct response marketing, the business wants the customer to take action immediately after seeing an ad or interacting with the website.
Characteristics of a Direct Response Ad
The tell-tale sign of a direct response ad campaign is that it is completely trackable. Notice that all the things explained in the previous section are completely quantitative and a number can be assigned to the type of conversion. With traditional brand marketing, it’s much harder (maybe even impossible) to assign a finite number to the campaign. After all, that’s not the point of mass marketing.
Because you can measure direct response ads, you can tell exactly how effective (or ineffective) it is. Based on the ROI, you can easily determine the profitability of said direct marketing campaign. This is why the tracking aspect of direct response campaigns are appealing to businesses – they can clearly see what is making the money.
Being specific in direct response ads is what sets it apart from brand advertisements. Instead of appealing to the masses, like Apple and Coca-Cola, you will want to specifically tailor an ad or landing page to a niche audience. Being specific helps increase the likeliness of eliciting a direct response. It also helps with tweaking components of a campaign so that the rate of direct responses is maximized.
First Impressions Count, Make Yours Last
From the meta description of your web pages, to third party reviews, to paid ad copy, direct response measures are often the first interaction you have with a potential customer. If you need help with making it count, contact the internet marketing specialists at Emarketed today. We have experience with PPC and organic optimization and will come up with a plan that best suits your business needs.
Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.