A conference briefing given by Samuel Scott on May 17th stated that there are a number of floating myths that advertisers have come to believe as truth. One of the major falsehoods that many of them probably believe is that, direct response advertising is dead.

According to the former journalist and current global marketing speaker, direct response marketing is here to stay. As a matter of fact, in 2017, we should expect it to be better than ever.

“Yes, times have changed and so has direct response advertising”, Scot further proclaims.

With the introduction of digital content marketing, many experts have proclaimed the death of direct advertising. For a while now, we've seen countless of articles and pundits arguing that direct advertising is no more. But this is far from the truth.

“Let me prove to you that content marketing has not killed direct response in any way”, Scot says.

One of the biggest attempts at social media was the Pepsi Refresh Project. During the campaign, Pepsi moved millions of dollars from TV ads to social media. The end result was a loss of $350 million. That's not the end of it, they had to deal with a 5% decrease in market share and a fall for the brand.

Scot feels that digital marketing should not replace direct response, but rather, the two should be used side by side in a way that they complement each other. The main goal of a direct response marketing campaign is to invoke users to take an actionable request. On the other hand, digital marketing campaign measures brand recognition, monitors page views and rank in search engines.

Scot further claims that if you concentrate your efforts on digital campaign alone, you wouldn't be maximizing your marketing capabilities. Why pick one when you can have both?

It all comes back to the marketing promotion mix. We have the choice of mediums ranging from direct mail list, TV, print, social media and ad networks. This means that there are additional sets of channels that we can choose to use in our marketing campaigns. These channels generally allow us to have different collateral formats.
Scot concludes by saying, “we need to include both online and off line activities in our promotional mixes to achieve great results”. For those who do not have a DRM in their marketing campaign, 2017 might be a good time to explore this avenue. With integration of DRM, you’re bound to experience success in your digital, print or direct mail list marketing efforts.

Contact Us:
Lead Performance Marketing
4440 PGA Blvd, Suite 600
Palm Beach Gardens, FL 33410
561.568.5054
Email: [email protected]
Website: http://leadperform.com/