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What is Direct Response Marketing?
Direct Response Marketing is a form of marketing that solicits a response on behalf of the consumer, and offers advertisers the benefit of measurable results.
Direct Response Television
In today’s marketplace the most prominent type of direct response marketing is the DRTV commercial. The wide distributive capacities that TV provides make this channel an ideal method for reaching a large volume of consumers, and initiating a response from them. The process is simple: the consumer views an advertisement that contains a phone number that he/she is interested in, and the consumer follows up to the commercial by dialing in.
Direct Response Online
The advent of the internet and the popularity of internet search have spawned a number of different marketing possibilities, many of which can be called Direct Response Marketing. Direct Response Online advertising is built around motivating the consumer to request the marketer to contact him/her directly—the same as Direct Response Television. The consumer sees an ad, fills out a form, and submits it directly to the marketer. Advertisers seek to funnel consumers toward these forms or “landing pages” by using a variety of methods, which can be divided into two primary categories: paid search, and organic search.
“SEO” or Search Engine Optimization is practice that advertisers utilize in order to increase organic search rankings. By increasing organic rankings, advertisers gain more visibility, without having to spend on advertising.
In regards to paid online search, most advertisers utilize 2 primary forms of internet advertising:
When contrasted to outdoor or print advertising, CPL is light years ahead in terms of providing tangible Return On Investment (ROI) information. The benefits of CPL are further emphasized by the fact that a large amount of risk is removed from the advertising process: advertisers pay for consumer information, not impressions.
Some advertisers have taken to “incentivizing”
As seen above, information and newsletter sign-up forms—both content-based incentives—make for the highest quality leads. Lead quality refers to likelihood that the lead will convert into a customer—the higher the likelihood, the better the lead is. By cutting out certain incentives—or all incentives—, marketers can improve lead quality, which makes the follow-up marketing process easier and less expensive. Since Direct Response Marketers follow up with consumers directly, it only makes sense for them to generate the highest quality leads: a lower quality lead results in wasted man-hours, and frustrated consumers.
This is precisely why Direct Response Marketing is so well suited to attracting and retaining prospective students: when tasked with generating college applications, the burden of providing high quality leads, and a comprehensive follow-up process falls on the Direct Response Marketing agency.
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