The Future of Direct Response
July 15th, 2008
The advertising field of direct marketing on TV has changed wildly in the last few years, with the result of stiffer competition and higher risks. Here is an article floating around our office that outlines how to maximize direct response marketing without losing the momentum of a steady and reliable TV presence. The authors have a few bold suggestions, but my favorite is leveraging the power of the Internet for DRM, rather than simply accepting that the Internet will continue to eat away at direct marketing profits. A good example of this is to cross-market by advertising your company’s website on your TV spot. Because current research suggests that more people than ever are more comfortable making purchases online, rather than by phone, this strategy optimizes the best of both worlds.