How Direct Response Marketing Is Different From Mass Marketing?
There are 2 major kinds of marketing strategies used by businesses these days and these are mass marketing otherwise known as branding and direct response marketing. With regards to mass marketing, the goal for this type of marketing campaign is to remind prospects as well as 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.
When talking about direct response services on the other hand, this is designed in such a way that it is compelling prospects and evoking immediate response to take specific actions similar to 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 can either drop or change the advertisements that are not giving you the ROI you expect.
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. More often than not, the ad looks like an editorial than an advertisement which makes it 3x more likely to be read.
Number 4. It is targeting specific niche or audience – prospects within specific geographic zones, verticals or niche market can be targeted. To narrow the target market, the ad is aiming to appeal.
Number 5. Creates special offer – normally, direct response services is making 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 focused on your prospects than of the advertiser and talks about their desires, interests, frustrations and fears of customers.
By contrast, mass media or brand marketing has broad, one-size fits all marketing approach and is more focused onto the advertiser, which is completely different from direct response services that’s more specific.
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