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. 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 is that, the more items you are running ads from your brand, the more likely people can become 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’ll be focusing more 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. Now unlike mass media marketing, it is impossible to know what ad compelled people to buy from you.
Number 2. It is measurable – since you are aware of which ads are responded to and to how many sales you have received from each, you can exactly measure how effective every ad you’re running. 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. 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 who are 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.
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.