Direct-response Marketing
Using direct-response marketing over direct marketing in your Internet Marketing Plan
There are benefits to using direct-response marketing versus direct marketing in Internet Marketing
Direct-response marketing’s prime goal is to encourage or promote buyers to take immediate action. Direct-response marketing is ideal for Internet Marketing–especially with social mediums available: Twitter, Facebook, YouTube, etc., where broad distriubtion is a part of the marketing plan. Viral distribution is especially helpful because of the large broadcast to a wide pool of potential buyers. However, like most any marketing or promotion program, your success ratio increases (lookers to buyers) when you solicit a targeted market.
Tracking and measuring direct-response marketing campaigns are easier because it requires some immediate action on the part of the buyer: sending an email, going to a web-page, or maybe calling an 800-number. Their action or response can be a measured objective. The measurement objective may be more on how many respond overal, rather than on how many responded versus how many looked.
Direct marketing is similar to direct-response marketing, but doesn’t require the immediate response, or call to action with urgency. Telemarketing, broadcast media (print, radio or television–except for Infomercials which are a form of direct-response marketing) ads are forms of direct marketing. These promotions don’t require a potential buyer to take some immediate action to receive their item. The potential buyer doen’t need to contact the marketer directly, but usually are free to go to an intermediary, i.e. a department or grocery store, where they can purchase their item.
There are for four primary aspects present with direct-response marketing:
- There is some form of offer
- The ad or marketing medium must present adequate information for a potential buyer to want to act on the purchasing commitment
- A decisive “request to purchase or take a specific action” is expressed with a challenge for immediate action
- The means of response form is provided or suggested: web-page, email or calling an 800-number toll free
The key to any successful marketing campaign is to have a form of presentation that catches the interest of prospective buyers. In direct-presponse marketing you are looking to create an aire of immediacy–”if you don’t get it now you may never have another chance” type of solicitation. On the Internet, you want to be sure to have a clearly written presentation; the presentation is designed to cover the important facts of the offer–including graphics and photographs; and there must be a compelling sense of urgency to take action now.
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