How Direct Response Marketing Is Different From Mass Marketing?
The mass marketing otherwise known as branding and direct response marketing are the two major kinds of marketing strategies used by businesses today. 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 behind this is that, the more the items you run ads from your brand, the more likely people will be conscious about it.
Now in regards to direct response services, it is designed in a way that it compel prospects and evoke immediate response to take specific actions like 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 is when someone has responded and you get to know which media and which ad was accountable to generate 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. Then, you can either drop or change the advertisements that are not giving you the ROI you expect.
Number 3. Uses compelling headlines as well as sales copy – direct response services has compelling message of strong interests to your prospects. It is making use of attention grabbing headlines together with a 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. The ad is aiming to 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 also focused more on the prospect than of the advertiser and discusses things about their desires, interests, frustrations and fears of customers.
If we will compare and contrast, mass media or brand marketing has broad, one-size fits all marketing approach is centered on the advertiser which is different from direct response services that is a lot more specific.