What is Response Marketing and why should you invest in this strategy – WAU
Response Marketing refers to a set of efforts that aim to stimulate the persona to take immediate action. As it deals with a segmented audience, this strategy has advantages that include the measurement of results and the reduction of unnecessary costs.
You already know that marketing is a fundamental tool for achieving your company’s goals. However, it is important to keep in mind that it is not an exact science, since its efficient application depends on the various internal and external factors of the business.
Precisely for this reason, it is essential to know all the different approaches and strategies that can be implemented by the marketing department. That way, you have a wider range of options to use in the right situations. One such variation in approach is Response Marketing.
Curious to know more about the subject? So, this article is for you. At the end of the reading, you will understand:
What is Response Marketing?
As the name suggests, Response Marketing, also known as Direct Response Marketing, is an approach that seeks a frank and immediate communication with the consumer. Used for a long time, this concept is usually automatically related to practices such as telemarketing and direct mail.
We are not going to say that these techniques do not maintain their usefulness and efficiency, but, in the moment that we live, after the digital transformation, more relevant methods are gaining space – we are going to go deeper into this subject – now, the important thing is to understand that, even with small changes, the essence of this approach remains unchanged.
The dominant idea is to create a communication channel with people who are already interested in the solution offered by your company. The intention is to provoke immediate action, such as subscribing to an email list, subscribing to a newsletter or even making a purchase.
Therefore, it is fair to conclude that Response Marketing is an alternative for strategies that require greater investment of time and money, such as branding.
What is the relationship between branding and Response Marketing?
Branding is one of the most used strategies in marketing for large companies, especially those that need proximity to the public to maintain and expand market share. The approach adopts a set of advertising actions to create and consolidate the brand image in the minds of consumers.
Thus, brands like Apple, Coca-Cola, McDonald’s and other giants invest in campaigns to convey their views and values to the audience. With that, they establish themselves at the top of the consumer’s mind, who ends up, without even realizing it, prioritizing their products in the purchase decisions.
Response Marketing goes the other way. It is not that it cannot be applied by large companies, but its use is much more common among small and medium-sized companies. As they seek more immediate results, these companies do not give so much priority to creating lasting connections.
The idea, as already mentioned, is to create situations in which the consumer is encouraged to make a quick decision, as long as it is beneficial for the brand. Therefore, there is less investment in long-term campaigns, focusing on those that cause an instant effect. Do you want to know the advantages of this? Follow the next topic.
Why invest in this type of marketing?
Before adopting any type of strategy for your company, it is natural to look for the benefits that it can present and reflect if the investment is really worthwhile. In this sense, one of the biggest concerns of managers is the cost that the implementation will impose on the company.
Well, when it comes to Response Marketing, this is not an objection. In fact, using this strategy has the potential to reduce company costs, not increase them. This happens for many factors. One of the most important is related to audience segmentation.
Unlike branding campaigns exposed on channels with a broader audience, Response Marketing efforts are aimed only at an audience that is most likely to convert. In this way, the waste of reaching people who have nothing to do with their ideal consumer profile is avoided.
Although very relevant, this possibility of generating greater return on investment is not the only benefit of Response Marketing. Check out others below.
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Easy to measure metrics
In the last paragraph, we mentioned that this technique can generate greater return on investment. However, to understand this return, it is crucial to have a strategy that makes it possible to measure metrics. Response Marketing creates the necessary conditions for this.
Imagine, for example, that you own an e-commerce and want to leverage the number of accesses in your store. Then, you invest in ads on Google Adwords that seek to encourage the audience to click on the button that leads to your page.
At the end of the campaign, you have access to the number of people who saw your ad, as well as the volume of clicks it generated.
With this information, you can more accurately and easily estimate the efficiency of your marketing efforts. From this, it is easy to identify what can be improved and what is reaching satisfactory numbers. This brings us to the next benefit.
Thanks to the ease of measurement and the ability to track the origin of the engagements, you are able to identify the channels and conditions that generate the best results. It may be, for example, that your persona is more interested in visual content than in more explanatory texts.
This generation of insights allows you to invest in the optimization of all your communication fronts. This situation is unthinkable in a more conventional strategy. To illustrate, imagine Coca-Cola’s television ads. Although they have immense reach, it is impossible to know how many people were converted by the campaign.
Response Marketing is, therefore, a strategy that generates high control for the manager. Observing the metrics and results, it is possible to make changes that increase the efficiency of the campaigns.
Response Marketing campaigns include a call to action – known as a call-to-action (CTA). As such, as expected, they demand a response from consumers in order to keep them as people of interest. Those who respond with engagement give a positive signal to start a sales approach.
On the other hand, those who do not respond to the CTA within the given time are placed in a kind of reserve bank. This means that, at the moment, they are not ready to evolve in the sales funnel, but this situation may change over time.
From this separation of hot and cold leads, it is possible to customize the sales strategy to have a greater impact on the audience with potential for conversion.
What are the applications of Response Marketing?
Now that you have a better understanding of the characteristics and benefits of Response Marketing, it is time to delve deeper into its application forms. To start, it is essential to have a well-structured Content Marketing strategy, in order to attract the persona to your channels.
From there, just define what type of response you expect from the consumer. Let’s see some possibilities?
Incentive to purchase a product
To leverage the sales of a product, for example, you can use content posted on social networks, such as Instagram, generating a sense of urgency when purchasing a product.
For this, it is very common to use the network’s Stories function. The idea is to create a material that catches the persona’s attention and subtly insert a button straight into the store.
Notice how this approach is different from a branding campaign? In a few seconds, you present the product, convince the persona and take it to the purchase decision.
Data collection and newsletter subscription
Despite its efficiency in awakening the sense of urgency for a purchase, Response Marketing is not only applied in the last step of the funnel. Its use is also very common for simpler practices, such as obtaining a customer’s contact details or subscribing to a newsletter.
A classic example is the use of a landing page. In exchange for registration data, these pages offer content relevant to the persona, such as an ebook or rich material. The page structure should be simple, highlighting the benefit offered. A short and eye-catching text should be integrated with a call to action in order to turn the visitor into a lead.
Immediate contact of the customer with the company
Although landing pages are extremely useful in assembling a nutrition list, they do not guarantee immediate contact between the customer and the company. It’s not a problem. Response Marketing can also be applied to encourage this interaction.
For this, however, it is essential that the lead is in the decision phase. After all, it is important that the company responds as a kind of consultant, in order to prevent the persona from moving away when noticing the commercial character of the relationship. If the lead has already recognized that his solution seems to be the best option for his problem, the approach can be taken.
To create this situation, it is worth investing in the production of more advanced content, speaking clearly and objectively about the customer’s problems and the solution that the company offers. Thus, the inclusion of a CTA inviting the lead to contact the sales team can be the icing on the cake.
Response Marketing is a type of approach that generates extremely positive effects, especially for small and medium-sized enterprises. With its application, it is possible, without higher costs, to encourage the persona to respond to his advances, either with the purchase of a product or with the sharing of contact information.
Did you see how the knowledge of different approaches opens doors to different situations? How about continuing learning? In this article, we talked in detail about 82 types of marketing. Check out!