The mass marketing otherwise known as branding and direct response marketing are the two major kinds of marketing strategies used by businesses today. 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 idea here is, the more items that 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 two, we will be focusing more on the 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. Now unlike mass media marketing, it is impossible to know what ad compelled people to buy from you.
Number 2. It is measurable – because of the reason that you’re aware of which ads are responded to and to how many sales you have received from each, you can measure exactly how effective every ad you’re running. Then, you drop or change the advertisements that aren’t giving you 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 is taking advantage of attention grabbing headlines along with strong sales 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 – you can target your prospects that are within specific geographic zones, verticals or niche market. The ad is aiming to make an 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.
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.