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.
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 said topics, we are going to put more emphasis 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. Now unlike mass media marketing, it is impossible to know 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. 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 uses attention grabbing headlines combined with strong sale 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 – you can target your prospects that are within specific geographic zones, verticals or niche market. 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 main goal is not about selling anything from the ad but instead, making your prospects to 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.