What is Direct Response Marketing?
The name Direct Response Marketing pretty much gives away what it is all about. It is a type of marketing strategy where the firm adopting it can get direct and instant response from its target customers. It can be termed as a type of marketing that supersedes other marketing strategies as it is comparatively cost-effective and result oriented. The target audience has to react quickly to such a marketing tactic due to which it is easy to assess the efficiency of the strategy.
Maybe still many wouldn’t have exactly got what direct response marketing is. The easiest and most relatable example is television infomercials. The TV ads directly appeal to the customers through the channels and give them a time within which they have to place an order for the product with the firm.
They also provide the number or website that they have to visit to place the order. In such a type of marketing tactic, the response of the people is instant. They either call, or they don’t. This makes the whole idea of direct response marketing effective and efficient for the firm. However, this is not restricted to T.V infomercials. It can be done in various other ways, like digital marketing.
Types of Direct Response Marketing
There are many types of ways of direct response marketing, but it would be wise to showcase the best ways in which direct response marketing is put to use.
1. Digital Marketing
The past decade has witnessed the explosion of the internet and an even major explosion of social media. Facebook and Instagram have reduced the world to tap on the screen or a click of the button. The rise of Flipkart and Amazon has taken the world market of almost all the products by storm. There are even social media management tools to ease your load.
Digital marketing refers to the marketing of products through digital platforms like Facebook, Instagram, etc. with the help of online campaigns. Digital marketing can be an effective tool for a direct response if the offer has a time-bound deadline. The ‘Big Billion Days’ in Flipkart or ‘The Great Indian Festival’ in Amazon comes with a variety of offers for their product for 3-5 days. These offers are marketed on social media platforms, and a huge volume of sales takes place during these days.
2. Television Infomercial
Perhaps the most common type of direct response marketing. For Indians, companies like Naaptol are the clearest reflection of television-based direct response marketing. These companies come up with a range of offers for a huge variety of products. The offer changes every night and is for a specific period of time.
They provide the phone number that has to be called for placing the order. The most interesting thing to note is that the turnover of these companies is still surging even after the Internet-age. This is a testimony to the fact that T.V infomercials are still effective. Another added advantage of this type is that the entrepreneur can show the application of the product in detail, which makes the decision making of the customers faster.
3. Direct Sales
Direct Sales is a type of direct response marketing where the firm or the people of the firm are made to come right in front of their target audience. It not only means door-to-door selling but also involves trade shows, exhibitions, etc. There is a similar advantage like television infomercial, which is the availability in the hands of the entrepreneur to show the product and its working in detail. The response here is faster than the above two methods.
Best Direct Response Marketing Techniques
Direct response marketing cannot be effective unless certain adjustments are made regarding the techniques. Sales will not come through this type of marketing unless these techniques are adopted. The adoption of these techniques ensures the attention and quick reaction of the customer base. The following 4S have to be incorporated into the idea of direct response marketing to yield better results.
Complexity leads to confusion among the customers, and this leads to losses for the firm in terms of sales. Every offer made through direct response must be such that interested customers find it easy to respond to the offer. This means that once the customer shows his interest, the process of responding should be easy to ensure quick sale thereafter. Any complexity or stretch in the process may take away the interest of the customer. The customer should be able to respond through a simple phone call or a simple online transaction.
This is an extension of the first S. The firm should provide specific directions regarding how to respond, where to respond, whom to respond etc. Bringing detail and transparency in every step will ensure that the mind of the customer is left with no doubt, and there is no confusion regarding anything. Clarity ensures that the customers find it easy to make the sale.
Small contests/ giveaways
In today’s time, the market for every small and minute product has grown so much that there is heavy competition in every single product. No company has anything different to offer. But holding small contest or giveaways can bring about the excitement in the minds of people.
Video streaming platform like Netflix gives a free one month trial to its users to test the platform. This entices the people and also gives them an opportunity to assess the platform and decide whether they will remain as a user after one month or not.
Specific Time Limit
Urgency is the only way firms can keep the people on their toes. An extraordinary offer, along with a time limit on the offer, is the deadliest and most effective direct response marketing. When a firm puts up an irresistible offer and puts a time limit on it, an urgency is created. This urgency is what induces the people to react quickly and spontaneously to the offer. When there is no time limit, people often have a laid back attitude, and marketing loses its effectiveness.
Direct response marketing, if done properly with the correct techniques, can easily create quick momentum and sales for the product. It helps the firm to target a particular audience easily. This is effective because it is easy to track the progress of the whole process. It is easy to determine whether the whole idea has been a success or not. The fact that methods like T.V. infomercials are still customer puller at a time of internet and online video streaming platforms. So it’s clear that direct response marketing is here to stay.