Direct Response Marketing Blog

   

Post Logs: A DR Media Buyer's Best Friend

Posted by Jessica Metz

Mar 23, 2015 9:30:00 AM

Post logs are a report from the station showing if and when your media spots actually ran. Because we face far less than 100% clearance on DR media schedules, and often buy broad rotators instead of specific shows/programs, it is impossible to know the times and clearance level ahead of time.

Read More

Topics: Call Tracking, Marketing Reports, Direct Response, Media Buying, Campaign Optimization, Data Analysis

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.

Read More

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

Hispanic Market Advertising

Posted by Jessica Metz

Jan 5, 2015 9:30:00 AM

The Hispanic media market is not to be ignored. If your product or service is relevant to Spanish speakers, marketing to them is a must. This is especially true in markets like Miami (where the Hispanic population is high), but even if you are buying media on a national scale, this group is growing nationwide and overlooking them will be a detriment to your campaign.

Read More

Topics: Call Tracking, Direct Response, Media Buying, Campaign Optimization, Marketing

Call Screening vs. Call Blocking

Posted by Jessica Metz

Oct 3, 2014 9:30:00 AM

Many DR campaigns are state or area code sensitive. Perhaps laws prohibit your product being shipped to California, or the company offering a service is not licensed in Florida. If your media campaign is national, keeping callers from those excluded states is a must. Otherwise, your client receives calls they can’t handle and it poses a logistical nightmare. On the opposite side, a local campaign in New York is unlikely to get viable calls from New Mexico. A caller from that far away could be a transplant, or could be a spam or misdial.

There is more than one way to eliminate these callers efficiently and in the fairest way to the caller, because after all, they did hear your spot and are responding as they were intended to (this means your creative worked!). No matter which way you choose to restrict them, playing a message explaining they are out of the service area is a must. Without it, they might call back or think the number was published incorrectly and this reflects poorly on you.

  1. Call Screening:  You can select the states (or area codes) that you trust are likely to generate true leads, and “screen out” all other states with a message requiring the caller to press a single key. Those callers from the likely states will pass directly to the endpoint because they are essentially being qualified based on their location. In addition, this tool can be used to play an “out of service area” message to callers within certain states or area codes before disconnecting the call, so that they do not have the option to proceed to the call center. The reporting distinction with call screening is that screened calls not passing to the endpoint do not show up in reporting. This is especially clean when using for billing purposes.
Read More

Topics: Call Tracking, Direct Response, Campaign Optimization, Reducing Misdials, Lead Management, Phone Leads

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.

Read More

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. 

Read More

Topics: Call Tracking, Advertising ROI, Phone Number Features

Multichannel Marketing and Phone Numbers

Posted by Jessica Metz

Mar 13, 2014 10:30:00 AM

Most comprehensive advertising campaigns span multiple channels, whether it be TV, radio, print, or online. For a complete and accurate picture of results, unique phone numbers should be used for each spot. And while these two points may be commonplace, one that is often overlooked is the important role of phone multi-channel-marketing-phone-numbersnumbers in online ads.

I recently watched a presentation on multichannel marketing and learned some compelling statistics. 55% of consumers conducting product research from their mobile device want to make a purchase within an hour. What does that have to do with phone numbers?

Read More

Topics: Call Tracking, Conversion Rates, Marketing

Web and Phone Leads: Tracking Both with One Agency

Posted by Jessica Metz

Feb 6, 2014 11:28:14 AM

Most comprehensive advertising campaigns involve both traditional and digital media placement. Advertisers bridging-the-gap-between-web-and-phone-leadsmay choose to use different agencies that specialize in each, or one full service agency to handle it all. Realistically, multi-channel marketing efforts will always have some overlap in audience reach. The calls and clicks are tracked, but analyzing the relationship between the data sets are equally as important.

Read More

Topics: Call Tracking, Lead Management, Lead Generation

Advanced Call Routing: Options and Benefits for Direct Response Ad Agencies

Posted by Jessica Metz

Jan 8, 2014 10:30:00 AM

Call routing, for the purposes of directing and tracking advertising based phone calls, has become very advanced. There are so many options available, going way beyond the standard point A to point B. Some of the additional routing features available are:

  1. Use of IVR, prompting the caller to press a number to connect.
  2. Hunting: routing to a series of numbers in order to reach a live person.
  3. Geo-routing, based on location of caller.
  4. State, time, and total number parameters.
  5. % of calls split between multiple endpoints.
  6. Cost per lead controls. Advanced-Call-Routing-Options-for-direct-response_-agencies

Read More

Topics: Call Tracking, Phone Number Features, Call Center Management

Direct Response Marketing Reports Team Your Media Buying with Call Tracking

Posted by Jessica Metz

Dec 3, 2013 9:47:00 AM

In order to effectively analyze and communicate the results of your direct response campaign, it's necessary to be able to manipulate the data and generate multiple reports. Client preferences may vary, and it's your job to be versatile and deliver what they want. Teaming your media buying (through our software) with call tracking, the ability to generate reports demonstrating the overall effectiveness of your campaign is tremendous. This is a one-stop solution to post logs and media discrepancies, success of individual media outlets, conversion rates, and overall ROI.

 

Private Label Reporting Application:  Support your brand and retain your clients with a truly branded call tracking application (not co-branded or white-labeled). 

Custom Excel Reports:  Why spend hours integrating call tracking data into Excel reports built with your format and criteria? This is completely unnecessary when there are Excel report generators available that will automatically pull the data you want form your call tracking provider's database and format it "exactly" as the client requests it, including a customizable look and feel. Let technology do what currently requires man-hours.

Custom Excel Reports:  Why spend hours integrating call tracking data into Excel reports built with your format and criteria? This is completely unnecessary when there are Excel report generators available that will automatically pull the data you want form your call tracking provider's database and format it "exactly" as the client requests it, including a customizable look and feel. Let technology do what currently requires man-hours.

Branded Recap Reports:  Email your clients branded reports, charts, graphs, news and more.

blog-call-tracking-reports-for-direct-marketing

Read More

Topics: Call Tracking, Marketing Reports, Media Buying

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.

Connect with us!

connect-with-zenith-on-twitter  add-zenith-on-google  follow-zenith-on-linkedin  like-zenith-on-facebook

Subscribe to Email Updates

Awesome Articles

Recent Posts