How Direct Response Marketing Is Different From Mass Marketing?
There are 2 different types of marketing strategies that various businesses are using nowadays and these include mass marketing otherwise known as branding and direct response marketing. 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.
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 said topics, we are going to put more emphasis on direct response services.
Number 1. It is trackable – that is when someone has responded and you get to know which media and which ad was accountable to generate 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 benefit of direct response servicesl is that it is using compelling message of strong interests to your prospects. It is making use of attention grabbing headlines together with a 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 – you can target your prospects that are within specific geographic zones, verticals or niche market. The ad is aiming to appeal to narrow target market.
Number 5. Creates special offer – there are often specific valued packed offer when using direct response services. More often than not, the goal isn’t necessarily selling anything from the ad but just to make your prospects take action like requesting free report and so on. The offer is focusing on your prospects instead of the advertiser and talking about the 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.
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