Direct Response Marketing (and Social Media)

By The Social Mediator

Magazine adverts are traditional and less direct forms of marketing

If you’re interested in marketing, you will likely have come across the phrase ‘direct response marketing’. It’s a phrase that has become increasingly associated with digital marketing and, especially, social media marketing. However, there seems to be a degree of confusion about direct response marketing; what it is, where it came from, and how to do it today.

Here’s your simple guide to direct response marketing.

So here’s something you might be wondering:

Direct response marketing is a new thing because of the internet, right?

Not really. It’s just evolved a little.

Direct response marketing is defined as any form of marketing designed to create an immediate action from the consumer.

But that could account for virtually all types of marketing, so we need a bit more clarity.

The ‘immediate action’ should be to make a purchase or, at least, make the initial step towards making a purchase. Furthermore, that action should be measurable and directly attributed to the specific piece of marketing.

So it’s clear why social media can represent a form of direct response marketing. A company can post content to millions of people, some of whom will click a trackable link and make a purchase; all within the space of a few minutes. But that’s just today’s version.

A TV ad offering a one-time or limited period deal is an example of this style of marketing that is decades-old. Consumers are encouraged to immediately call a specific phone number to make a purchase – a direct, trackable response. This is exactly the same for the corresponding radio and print ads (even older!). Since the internet arrived, marketers have used special URLs as well as phone numbers to track sales from these more traditional methods.

Those automated PPI calls? Direct response marketing.

Door-to-door selling? Direct response marketing.

This is not a modern phenomenon, at least, not ‘social media’ modern!

So it’s obvious why direct response marketing (DRM) is so popular from a marketer’s perspective. We can accurately track the ROI of the campaign and get almost real-time feedback on its success.

This helps marketers be super dynamic in their strategy and it’s easy to show the client or their senior the impact they’ve made. What’s more to love? And more to the point:

Why the hell would anyone do anything but direct response marketing?

Well, not all purchases are made on the spur of the moment. Furthermore, consumers don’t just respond to every ad they see by buying something.

Even in 2017, relationships must be nurtured, brands must be built, and trust must be earned.

It’s pretty much the same reason you hang up on those PPI calls and tell the door-to-door salesperson you’re eating dinner. At 3:15pm.

You don’t want to be sold to. You don’t want to make a decision on the spot. You don’t want to buy from (or even speak with) someone you don’t know.

We’ll come back to this later. For now:

Is social media marketing direct response marketing?

The tl;dr version is ‘yes and no’. Which I know is a total cop-out.

Much of social media marketing, or how we perceive it, is DRM. You Go to the full article.

Source:: Business 2 Community

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