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. 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 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’s when someone responded, you can know which media and which ad was accountable for 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. From there, you can simply drop or change the advertisements that are not giving you adequate ROI.
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. This is taking advantage of attention grabbing headlines along with strong sales 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 make an appeal to narrow target market.
Number 5. Creates special offer – most of the time, direct response services makes 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 centered onto the advertiser unlike in direct response services that’s basically more specific.