Key direct response advertising strategy tools
Direct response advertising is a marketing strategy that encourages consumers to act immediately. It can be a call to action to buy, subscribe or book. DRA appeals to the emotional component of the target audience. It encourages quick responses, spontaneity and impulsiveness.
This marketing strategy involves tried and tested tools adapted to specific target groups. Personalisation is essential in this case, allowing you to increase consumer engagement significantly.
An effective strategic technique to activate the audience is to create a sense of urgency and limited supply. This serves as a great call to action and forces a decision to be made immediately and without thinking. Scarcity increases the desirability of a product, as seen with the Hermès brand and its handbags. Marketers can achieve this effect by:
- installing countdown timers for the website promotion;
- an email newsletter warning of the impending end of the sale;
- a banner announcing a price increase after a certain period of time;
- a “limited quantity” or “soon to expire” status for an item.
The call to action (CTA) should highlight the offer’s value. It should make the customer feel that the company’s primary concern is to meet their needs.
Email marketing
Email campaigns work well for direct response digital advertising. It is essential to pay particular attention to the design and content of the emails. The key rules of emailing:
- emails should be concise and clear, without unnecessary information;
- at the very beginning of the letter should be an offer. It is necessary to disclose its advantages to the customer;
- the content of the mailing should be consumer-oriented. The text reveals the benefits of the purchase for the person, not the benefits of the product itself;
- the presence of a clear call to action using persuasive verbs.
Particular attention specialists should pay special attention to the visual design. It is better to use short sentences and lists for the text.
Effectiveness of landing pages
Landing pages serve to convert site visitors into customers. Their primary tool is a clear call to action. Such pages can serve several purposes:
- attract potential customers;
- participate in gathering information about the target audience by offering something of value in return;
- encourage them to click through to another page to take action.
The structure of a landing page includes short headlines. This approach helps to communicate the value of the offer to the consumer. The text should be concise and focus on the benefits and advantages for the customer. Customer reviews and comments are a great incentive to buy. It is also important to make the page visually appealing and structured.
More often than not, consumers buy online from companies they trust or have heard of and know. It is, therefore, crucial for companies to focus their efforts on brand marketing. This will help build brand awareness and customer loyalty. This strategy can be a great complement to direct response advertising.
