Direct response marketing is a $170 billion industry. It relies on a few concepts that have existed for half a century. The concepts haven’t changed over the years, but the internet has helped them mature and come to greater fruition. With direct response marketing and advertising, each response—and more importantly purchase—is attributed to a specific advertisement. Ecommerce direct response marketing uses the internet as a direct response medium.
In the old days, direct response advertising was used to reach individuals via mailing lists. Email was the natural successor to direct mailing. These days there are platforms, such as Facebook and Twitter, where identity targeting can be used for direct marketing. Rather than focusing on followers, fans and likes—something a general or brand marketer would do—target individuals to gain prospects not “likes.”
US advertisers are collectively spending more than $50 billion in 2014 and 59% of that will be direct response spend, according to eMarketer. This trend away from “brand” spend and toward direct response is even greater within the retail industry. The split within retail is 30% spend on brand and 70% on direct response advertising.
2. Showcasing Your Products
In the old days your headline was the most important thing about product marketing. Advertising genius of that day, David Ogilvy, said the following:
“On average, five times as many people read the headline as read the body copy. It follows that, if you don’t sell the product in your headline, you have wasted 80 percent of your money.”
Times have changed, with social media platforms relying primarily on “headlines” and images to convey a message and capture people’s attention. Ecommerce marketers are at an advantage with the purchase only a click away from the showcased product.
3. Offer Something People Want
Pretargeting people with what they want, is the best way to produce results with direct response marketing. Many flash sale retailers realize this and make offers specifically around what their subscribers are interested in.
Mobile shopping is huge and continuing to grow rapidly. According to a recent survey, “75% of mobile shoppers have used a mobile coupon.” Why not consider targeting mobile users with a mobile only coupon this holiday season? Last year, during the holiday shopping season, one third of Ecommerce purchases were made via a mobile device (smartphone or tablet).
4. Measuring Success
Clicks are important, but not the best way to measure success or optimise campaigns for online retail and Ecommerce. Conversions matter the most when it comes to Ecommerce, so why not measure success and optimise campaigns this way? Companies using conversion measurement with CPM bidding on Facebook have seen a 40 percent lower cost per conversion when compared to Cost Per Click (CPC).
In order to start measure and optimizing for conversions, you’ll need to add tracking code to your website. You can read about setting up a Facebook campaign for retail business and creating a custom audience that can be used for measuring conversions.
Direct Response Marketing for Ecommerce
This are just a few tips for achieving better results with direct response marketing in Ecommerce. How are you using direct response marketing in your Ecommerce strategy?