Direct Response Marketing Blog


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

The Pros and Cons of Interactive Voice Response (IVR) Usage

Posted by Jessica Metz

Nov 27, 2013 11:00:00 AM

Interactive Voice Response (IVR) technology is useful, there is no doubt about that. It can be applied to screen for misdials, manage internal customer routing, and provide basic customer service, in a much more cost effective manner than using all live interaction. However, customer satisfaction plays an equally important role in your bottom line, and they’re experience can be affected by an IVR.


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

Misdials: Why They Happen and How to Avoid Them

Posted by Jessica Metz

Nov 26, 2013 10:30:00 AM

We can all agree that misdials are a waste of time and money. They burden your sales team, dilute your reports, and in high volume can stand in the way of quality calls. While they are frustrating, and often misdials-caused-by-robodialers-affect-campaign-results-and-reportingconfusing, there are ways to manage your toll free numbers to better avoid them.

Misdials occur for many reasons, most notably incorrect key touches, number transposition, misprints by another organization, and leftover calls from previous campaigns. If your number is one digit off from another published number, there is a good chance you will see “fat fingered” misdials trickle in. This becomes a serious issue when that number is widespread and intended for high call volume. Another form of misdial is robodial, or auto-generated calls. 

When you order a toll free number, do you put it to use immediately? We suggest securing a pool of numbers prior to your campaign and watching them for activity. Your call tracking provider can report on all recent calls. This ensures the numbers are clean and free from misdials. If there is excessive traffic on the line, you can prevent these negative effects on your campaign by choosing an alternate number. Its best to be proactive; once TV spots are versioned and printed materials are in circulation, it is costly to change.

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Topics: Call Tracking, Phone Number Features, Reducing Misdials

Why Call Tracking and Recording are Important to Direct Marketing Campaigns

Posted by Jessica Metz

Nov 22, 2013 7:00:00 AM

The Benefits of Call Recording

The goal of Direct Response marketing is to create an immediate response from the consumer. ProducingThe benefits of call recording for direct response that call to action is not always easy; it requires thoughtfully executed creative and carefully negotiated media rates. However, generating that lead is just the beginning. Campaign metrics and management is just as important as campaign initiation. Call tracking and recording play an extremely important role in reducing costs and increasing campaign effectiveness.

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Topics: Call Tracking, Direct Response, Phone Number Features

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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