Marketing is a great tool to use to create awareness of your brand and to keep your company alive in the mind of consumers everywhere.
Unfortunately, brand marketing means you’ve got to go out into the world to find your customers instead of being able to sit back and watch as an adoring throng comes to you. If your marketing is all about giving, you may be surprised to learn that there’s another way.
Direct response marketing is a great tool for bringing customers to your brand and can save you considerable marketing dollars since you can typically purchase this type of media for 30 to 50 percent less than traditional media. In addition, with direct marketing you only target those customers who want to hear from you, increasing the value of each lead and your ROI significantly. One of the best ways to do this with direct response advertising is to incorporate it into multi-channel marketing campaigns.
What is Multi-Channel Marketing?
Multi-channel marketing is exactly what you’d think it would be — a way of marketing across more than one channel. When we use those terms with direct response marketing, we’re typically talking about using TV, radio, print, social media, email, SMS (text), phone apps and the web to connect to customers who want exactly what you’ve got to offer.
It sounds complicated, but it’s really very simple. Instead of sticking to just one marketing format, for example, banner ads, you might split the signal and include a social media campaign and an opt-in email list for daily or weekly special promotions. But instead of blasting your message at anyone that happens to be in the way, by using direct response advertising you can use keywords and site demographics to ensure that just the people who want your product are seeing your ad.
Direct response multi-channel marketing is the most efficient way to get your message out to your target market. In addition to traditional direct response mediums such as radio, TV and print, we see additional channels such as these being explored and used:
Opt-In Email and SMS. When potential customers visit your website, they can choose to receive additional correspondence from you. By opting in, they’ve given you permission to market to them, which is a great way to make allies for your brand. When you’ve collected a sufficient mailing list, use it to send out new product announcements, sale flyers, newsletters and other material useful to your audience.
Banner Ads. Although it’s much harder to avoid banner ads these days, they’re generally small and not very intrusive. Much like television commercials, they take very little away from the site that a potential customer is visiting. Unlike television commercials, though, a direct marketed banner ad can be reserved for customers who fit a specific profile that indicates they’re likely to be interested in your product.
Social Media. A still- emerging but already very important vehicle for multi-channel marketing is social media. Considering that about 70 percent of mobile time is spent on social media channels, increasing efforts to get “likes” and shares will quickly translate into sales as social media matures. Right now, we’re leveraging those efforts into converting customers, but with Facebook’s newly developed ability to transfer money between users, as well as its “Buy” button, the day is coming where social media will be a full fledged direct marketing tool.
Why Direct Response Marketing Works
Direct response marketing works because customers are given a choice — that’s the response part of direct response advertising. When the customer chooses to opt-in, sign up, click a banner or share your social media efforts, they’ve effectively said that they’re willing to accept your marketing. Instead of trying to push your products to someone who has zero interest, you’re working with a population that is either familiar with what you have to offer or who wants to find out more.
Overcoming that interest barrier has long been the most difficult challenge for marketers everywhere — after all, people don’t want to be sold to, they want to buy what they want to buy. When you can introduce a product by simply praising its merits and showing its features to a population already ready to listen it means a faster ROI, more valuable leads and ultimately, bigger profits for less expense.