Direct Response Marketing Blog


Texting and Tracking: The Important Marketing Tool You May Be Missing

Posted by Jessica Metz

Apr 14, 2014 9:30:00 AM

Texting isn’t just for Millennials. Seemingly everyone uses texts these days (even my 85 year old grandmother!) and it’s not just for casual communication. What was once considered informal has become texting-and-tracking-key-marketing-tool-for-direct-response-agenciescommonplace in business, as short and quick messaging fills the need for the efficiency we all strive for. Not to mention, we can exchange important information while doing something else (in a public place, a meeting, or another location where a phone call is less feasible). This is the best form of multitasking!

Texting is now second nature for many, so what happens when the masses see or hear your ad with a call to action and a phone number? Chances are, some might try and text it. Perhaps you never thought of this possibility, or maybe you have but didn’t know how to address it. Turns out, your number can be made textable. You heard right! The same number you are using to track phone calls from your marketing campaign can be activated to receive texts, programmed to automatically respond to texts, and can all be tracked similarly, and alongside, the rest of our call tracking data.

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Topics: Ad Mediums, Calls to Action, Mobile

Mobile Site: A Marketing Must-Have

Posted by Jessica Metz

Mar 11, 2014 11:52:00 AM

After attending the ERA Great Ideas Summit in Miami last week, I walked away with one prevailing strategy for direct marketing: mobile. This does not necessarily mean spending more in mobile marketing, or diverting attention away from traditional channels. Every speaker agreed, maintaining a strong online presence is extremely important in supporting your overall marketing campaign.

Mobile has been a hot topic for some time, so what I heard and what I am relaying is nothing new, however, it mobile-site-marketing-strategyis amazing how many have not fully adopted mobile as a foundation of their strategy. The #1 most critical thing you can do to reach your customers, especially if your target audience is younger, is have a mobile site. Whatever medium you are using to reach them, they will likely search for you on their tablets and smartphones.

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Topics: Ad Mediums, Mobile, Marketing

Direct Response Television Advertising: Ratings vs. Rates

Posted by Jessica Metz

Dec 5, 2013 10:00:00 AM

The process of buying TV ads can be very different, depending on the nature of the campaign. If your goal is Direct Response TV Advertisingbrand awareness, ratings will be your guideline. If your objective is to generate a response via phone or web, your tactics are not quite as black and white. No matter what you are trying to achieve, understanding the relationship of ratings and rates plays a huge role in campaign success.



Thanks to Nielsen, we can obtain viewership data for each DMA (Designated Market Area). The country is divided up, typically around major cities, where networks broadcast from. The TV watching activity is recorded and reported to give stations, advertisers, and buyers a snapshot of what programs gain the most attention.

Ratings are communicated in points, which are a percentage of the overall population in that market based on the demographic you are targeting (i.e. Woman 18-34, Adults 25-54). The data is taken one step further, by specifying “share,” which is the percentage tuned in at that given time. All of this information helps to make an informed decision on what programs to buy in order to reach the most viewers in your target audience, and is crucial to maximizing your money. Rates are divided by rating points to give you a CPP (cost per point), to show the efficiency of your media spend. Breaking stations down by CPP can assist in comparing – for instance, a spot during Monday Night Football might cost a lot more than the noon news, but the viewership is so much higher during MNF, that it is a cheaper way to reach more people. 


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Topics: Direct Response, Ad Mediums, Rate Negotiation

Direct Response Radio - The Underrated Medium

Posted by Jessica Metz

Dec 4, 2013 5:32:00 PM

In the world of media buying, radio tends to get a bad rap. Sure, plenty of advertisers use it, but many just modern-day-radio-direct-response-adscan’t shake the notion that radio is the lesser medium compared to TV. If you measure your campaigns by lead generation, you understand the importance of every dollar spent and every lead received. Sometimes radio is the way to deliver that ROI you’re looking for.


Still, TV is glamorous and radio is not. This reputation leads advertisers to think TV is more efficient, when often times it is not. Even within TV, efficient direct response campaigns require overlooked dayparts like overnight, early afternoon, and weekends, when rates are much lower. Yet many times advertisers prefer highly visible areas such as prime. 

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Topics: Advertising ROI, Media Buying, Ad Mediums

Zenith Media Tracking is for advertising professionals. We track phone calls and help agencies determine the best media buying and lead selling strategies for maximum profit.

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