Posted by admin
on August 28, 2014
DRTV Direct Response Television
, Search Engine Optimization and Marketing
Comments Off on Data is the New Currency
Think back to the last thing you purchased. Did you think to count the number of touch-points you went through when making that purchase? Researchers estimate that the average consumer needs to be ‘touched’ 5-7 times by marketing messages before making a purchase. Why so many? Because consumers are using multiple media outlets (i.e. TV, online, digital, social) when making a purchase requiring the direct response marketing industry to move in a new direction: towards big data.
In direct response marketing, the ultimate objective is always conversion. Focusing on big data allows businesses to correlate multi-channel marketing campaigns with real-time results and to evaluate the channels a consumer might use to purchase. DR marketers should remember the message is no longer the only secret ingredient to a successful campaign.
To learn more why your business should consider big data, click here.
~ Sarah Thaler
Ever wondered what would happen if short form and long form had children? No need to ponder this thought anymore because it’s already happened. For decades short form was the standard for commercials allowing enough time to demonstrate product benefits and include a call-to-action without losing customer attention. On the other hand, long form was popular with high- priced products, which required more feature education.
Enter the hybrid of short and long form. Introducing the 5-minute break referred to as “mid-form.” Networks have experimented with this 5-minute option over the last few years and are expanding the option as researchers notice a trend of increased sales conversions from leads, particularly for the pricier products. Why is mid-form so successful? Simple: demonstratability and less clutter. Mid-form allows more time for educating and demonstrating product features and benefits than short-form but less clutter than long-form. Result: increased customer retention and product and brand awareness.
To learn more about mid-form, click here to view full article.
~ Sarah Thaler