Direct response marketing prompts a potential customers to take action immediately. The purpose of direct response advertisement is to get a sale or inquiry now. With a direct response TV and radio ad or spot there’s a number that is visible on the spot for a person to call or can hear (radio). This allows you to track and determine if the TV or radio spot is effective or ineffective; you can establish a partnership with a call tracking vendor like Marchex as well as other vendors. To add, with direct response marketing you know what’s working or not working. With online ads you create customized calls to action to get an immediate response (ex: “Click the button now in order to 50% off your purchase”). Direct response marketing is great way to manage your marketing or campaign budget for your clients and get the best ROI for your clients. Direct response marketing creates immediate cash flow, customers and leads. Furthermore, with direct response marketing you the customer to respond impulsively.
Traditional marketing (general marketing) creates brand awareness and desire. With traditional marketing there’s no immediate transaction or response generated from a traditional marketing message. In addition, traditional marketing and advertisers are more concerned with impressions, the number of times the advertisement is shown or displayed (frequency) and how many people view or hear the advertisement (reach). A company or advertiser that utilizes traditional marketing wants to sell a product or service in the future. The major downfall or caveat for traditional marketing is that you have no idea what advertising is working or effective. Most companies that are big (ie:Lexus, Ford, Apple, etc.) go the traditional marketing route and aren’t concerned with immediate revenue and usually have big budgets so money is not an issue.
I prefer direct response marketing because it’s cost-effective and efficient for you and your clients.