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.
~ Sarah Thaler