Direct Response Marketing Blog


Campaign Metrics: Are you analyzing too much or not enough?

Posted by Jessica Metz

Feb 4, 2015 10:30:00 AM

Without measurement, there is no way to understand your advertising campaign results. And without that knowledge, it is impossible to improve your campaign. We may all be able to agree that analysis is necessary, but what to focus on can be confusing.

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Topics: Call Tracking, Direct Response, Advertising ROI, Media Buying, Campaign Optimization, Data Analysis, Conversion Rates

Monetizing Misdials: Putting Dirty Numbers to Work

Posted by Jessica Metz

Apr 22, 2014 9:00:00 AM

True 800 numbers might be the most desired tracking numbers, but they often come with a price. First, they might be difficult to acquire. Many of the desirable vanities are taken, and if available, they likely come at a Monetizing-Misdials-Putting-Dirty-Phone-Numbers-to-Workpremium cost. Second, since all 800’s have been in circulation longer than other prefixes, there is a stronger chance for misdials.

Naturally, when dialing an 888, 877, 866, 855, or 844 number, some callers are inclined to dial 800. Assuming the same 7 digit number is in use for all 6 prefixes, there is the possibility that someone calling one of the other 5 will mistakenly dial 800. This scenario is in addition to other chances for misdials, such as fat-fingering and transposing numbers, that plague all phone numbers.

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Topics: Call Tracking, Advertising ROI, Conversion Rates

Call Recording: Turning Off For Transfers

Posted by Jessica Metz

Mar 25, 2014 1:55:16 PM

Call recording plays an extremely vital role in media tracking and marketing campaigns. You can read more why-you-need-to-be-able-to-turn-off-call-recordingon why call recording is important here. The audio files reveal priceless data, including script issues, rep success, FAQ’s, and reasons for conversion. The chain of events for each call typically involves dialing, hearing a call recording disclaimer, and a conversation with a rep.

With multiple people having access to audio recordings, some situations may arise where call recording should be turned off for security and privacy reasons:

  1. Financial transactions are taking place, including the reciting of credit card numbers or social security numbers.
  2. Call is transferred to another party, who has not heard the disclaimer. An example would be calls made to a hotel, with a guestroom being the final destination. Although the caller dialed a hotel line, they do not expect the private conversation they are about to have would be recorded. 

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Topics: Call Tracking, Advertising ROI, Phone Number Features

Lead Gen Metrics: Increasing Direct Response Advertising ROI with Math

Posted by Jessica Metz

Mar 17, 2014 8:00:00 AM

Traditional practices of analyzing metrics to increase ROI certainly play a role in campaign management, but technology has now surpassed such methods in taking your ROI to the next level. Instead of being reactive, you can finally be proactive in managing your lead flow. With the help of mathematical algorithms, the leads you generated can be routed to maximize ROI, based on what each customer is paying per lead and their current conversion rates.


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Topics: Advertising ROI, Campaign Optimization, Lead Management

Response Based Media Buys: Per Inquiry vs Traditional Direct Response

Posted by Jessica Metz

Jan 6, 2014 8:00:00 AM

If your advertising goal is to elicit a response, you have two choices for buying media. The first is traditional Response Based Media Buys: Per Inquiry vs Traditional Direct Responsedirect response, which involves placing spots on stations at reduced rates without expectations of clearing every spot ordered. There will be a unique phone number or URL on the spot to track the results. The money spent could yield a great response, or none at all. If your secondary goal is brand awareness, the lack of response may not matter as much, as there is still value in reaching a mass audience. 

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Topics: Direct Response, Advertising ROI, Per Inquiry

How To Generate More Conversions by Qualifying Direct Response Leads

Posted by Jessica Metz

Dec 9, 2013 8:37:00 AM

Trust & Money in Direct Reponse Campaigns

You can never have too many checks on the system. Look at casinos – they have people watching people, When phone calls you generate for your clients are overlooked, develop your process to qualify more leads from the same number of calls to max ROIwatching people, in multiple layers of security to make sure that nothing 'slips through the cracks'. This might seem excessive, but when it comes to money, especially large amounts, its always important to take it seriously and be careful.

What does casino security have to do with direct response (DR) advertising? More than you think! Both involve a fair amount of other people’s money, trust, and the goal of making money. Throughout a DR campaign, there are many little things that can go wrong. Phone numbers might be mislabeled, spots might be trafficked to the wrong station, but once the leads come in they are often overlooked. Unconverted calls are sloughed off as normal, dropped calls are considered uninterested, and when the campaign struggles to meet a certain cost per lead, the media buy is attacked. Making the most of the leads you do generate could potentially reduce the need and expense for a higher volume.

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Topics: Advertising ROI, Campaign Optimization, Conversion Rates

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

5 Steps to Successful Traffic Management

Posted by Jessica Metz

Dec 2, 2013 9:30:00 AM

If you buy direct response (DR) TV or radio advertising and are responsible for the creative in your campaigns, you traffic-organization-is-success-in-direct-responseprobably manage a database of versions. Each one has its own Industry Standardized Commercial Identifier (ISCI), and is put into the format of your choice to keep track. In addition to placing the media order, you have to send traffic to the station. This might seem like a simple process, but so much can go wrong. If the same ISCI is mistakenly applied to two different versions, this could cause lots of confusion internally, at your chosen asset delivery platform, and at the traffic departments of the stations receiving the spots.

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Topics: Call Tracking, Advertising ROI, Media Buying

Unconnected Calls: What You Don’t Know Can Hurt You

Posted by Jessica Metz

Nov 23, 2013 11:30:00 AM

You know the routine: ads are placed, callers call, and some, not all, are converted. If your call center is diligent, they are following up on the callers that disconnect too soon and a few weeks later on the callers that didn’t convert. These calls can be identified in your system and you have the ability to make something of them.

What about the calls that hang up before being connected to the call center? These calls don’t make it on to wasted__advertising_dollarsyour reports, so essentially you never know about them. They may seem harmless, but in fact they do affect bottom line. If you can’t see them, you can’t convert them, and the advertising dollars paid to generate them are also wasted.

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Topics: Advertising ROI, Data Analysis, Call Center Management

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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