As a direct response marketer, I’ve had some great opportunities to dive into the world of integrated marketing. We all understand that the key to a successful campaign is our ability to recognize the strengths of each media channel and collaborate efforts to optimize on response.
Direct Response TV’s (my favorite media by far) strength continues to be its ability to reach a broad audience, build brand awareness and drive calls. Its ability to provide the “halo effect” for all other marketing channels keeps this media the center of most integrated campaigns. Most importantly, it’s extremely measurable which is a big plus when marketers are looking to make every dollar count.
So how do you take a strong media and get more bang for your buck? Couple it with the use of the web and watch your results grow!
With the economy in a slump and with the use of the internet growing at the speed of light, we’re beginning to see a new trend in how our DRTV campaigns are built. The usual and traditional formula: benefits/features + phone number has had a slight makeover. Now instead of just “CALL NOW!”, we’re pushing the attention to a URL. Not only does that approach save the marketer on costs to use a call center, it also directs traffic to their website and enables a viewer to learn more about them in a controlled environment. You’re sending your prospects to a location where they can learn more about you and your product and even in some cases buy right on the spot. The combo of media is a win/win for the marketer.
According to DMNews, DRTV is expected to grow 5.3% in the next five years and no one can deny that web use is on a faster climb. We’re expecting to see more of our clients take advantage of the URL call to action, and maybe one day we’ll be pulling the phone number off the spots completely! Looking forward, I’m anxious to test the approach and hopefully be able to build a success story around the DRTV and web relationship for our clients.