There are two types of marketing: branding and direct response. The simple difference between the two? The former focuses on the company and the latter focuses on the customer.
You may be familiar with branding, having seen quite some ads in print and online, that create awareness about a certain brand and keeps it on the top-of-mind of consumers.  Direct response marketing, on the other hand, spurs the viewer to take an action, which could be anything from placing an order, picking up the phone and calling to get more information, placing an order or being directed to the website.

Why Choose Direct Response Marketing?

From the beginning of the infomercial era in the 1980s, when Herbalife raked in millions of dollars in profits from its pep rallies on the USA Network, to this day, when the TV viewership hasn’t yet plummeted like the naysayers of the past predicted, direct response marketing has a lot to offer to businesses looking to generate more revenues.What exactly? Here are four benefits it offers:

1. Accountability and Measurability
   Probably the biggest benefit of direct response marketing is that it is measurable. With branding, it is only by the use of smart tools and strategies in the right ratio that you can figure out what works and what doesn’t. And unlike inbound, you don’t have to wait for days, weeks, months to lead your prospect down the funnel.By nature, direct response marketing offers only two responses for a viewer: proceed and draw back. No matter what the prospect chooses, you can measure the result as positive or negative. You can even track which campaign the response came from!Simply put, direct response offers you the accountability that helps you find your footing and solidify it.
2.  It’s Specific and Highly Focused
   Direct response marketing works with localized markets like certain geographic zones, niches and verticals. The ad is then created to target to that specific market, and is more effective due to the personalization. As a general rule of thumb, direct response advertisements make a very definite, value-packed offer. It narrows down the possibilities of the potential customer to only consider the offer at hand. Because the offer is so targeted, and because it focuses on how the prospect can get rid of a certain problem by taking the offer, by appealing to what they need instead of what the company offers, many prospects are likely to convert.
3. Prospect of a Series of Follow-Ups
   Once the prospect takes a positive action, and provides you their details (name, contact information etc.) in return for information or resources that you promised, the company would have another chance to essentially “hook”the prospect by making another, equally enticing, offer, and so on. This series of follow-ups would ensure that the prospect remains hooked.
4. Cost-Effectiveness
   Direct response marketing offers an opportunity for businesses to use it as a lead generation tool, at an affordable rate. Cost is often the priority of any business process or endeavor, and you’ll be happy to know that this marketing strategy not only delivers profitable results, it does so with little investment.
   Interested in direct response marketing? Bring us your queries and our DR experts will be happy to help.