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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. Reminding your customers about your brand and the products as well as services you’re offering is the main goal when it comes to mass marketing. The concept behind this is that, the more the items you run ads from your brand, the more likely people will be conscious about it.

With regards to direct response services, this is designed in a way that it can compel your prospects and evoke immediate response to take specific actions such as 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 when using mass media marketing since no one knows what ad 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 – direct response services has compelling message of strong interests to your prospects. This is taking advantage of attention grabbing headlines along with strong sales copy. Oftentimes, the ad looks more like an editorial than an advertisement, hence it makes it 3x more likely to be read.

Number 4. It is targeting specific niche or audience – prospects who are within specific geographic zones, verticals or niche market can be targeted. The ad is aiming to appeal to narrow target market.

Number 5. Creates special offer – most of the time, direct response services makes specific valued packed offer. 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 also focused more on the prospect than of the advertiser and discusses things about their 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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