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. With regards to mass marketing, the goal for this type of marketing campaign is to remind prospects as well as 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 two, we’ll be focusing more on 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. 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. 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 fact that direct response services is using compelling message of strong interests to your prospective market is one good thing about it. This uses attention grabbing headlines combined with 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 – prospects 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 – 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 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.