Direct Response Marketing

D is for Direct Response Marketing

Direct Response marketing is designed to generate an immediate response from consumers to the extent that the consumer response can be measured.

This ability to measure the result of individual aspects of the marketing effort is what distinguishes it from more generalised marketing such as brand recognition and gives it the ability to provide immediate information about the return on investment for the merchant.

Although direct response marketing can be achieved using any form of marketing media by far the most effective is through internet marketing – specifically because of the speed and automation advantages of online marketing.

Online, responses can be measured immediately and the merchant system actions tailored to the responses of the website visitor.

It is for this reason that the first action of any business owner should be to review the effectiveness of any page of their website landing page where visitors arrive. Is that page delivering to the visitors what they are expecting to receive AND are you generating a response from those visitors which will enable you to continue the ‘conversation’ and build a relationship with them that will ultimately result in a sale?

If not, then this is a first priority before any thought is given to SEO, pay per click or social media campaigns. Having visitors arrive at a website that does not work is like putting petrol in a car with only 3 wheels. It doesn’t matter how much ‘oomph’ you give it if the machine doesn’t work the you are going nowhere.

Checking on the direct response effectiveness of your website should be a high priority for all business owners.

Bruce Bird

Bruce is an Internet Business Consultant and specialises in Local Search Marketing i.e. ensuring that local, off-line businesses get found online by their local prospects who are most likely to become their customers.

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