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

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?

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Topics: Call Tracking, Conversion Rates, Marketing

Call to Action! Finding the Right Message for your Campaign

Posted by Jessica Metz

Feb 18, 2014 8:00:00 AM

In seventh grade, my language arts teacher taught me to always consider my audience when writing. That basic principle is just as important when scripting your next creative. We all know direct response spots must have an effective call-to-action, but how to present it and how under or overstated it should be differs by campaign. If you are advertising a product at a lower price point, and perhaps branding is less important, then an aggressive call-to-action (CTA) can be appropriate. Examples include: flashing words or phone number, increased volume of spokesperson or VO, and running time clock or wording to convey urgency. However, if you are offering high level degrees at a university, and branding is of equal importance to the response, the CTA should be toned down.

Some tactics are up for debate -- crawlers (the scrolling sentences reminiscent of a news ticker across the call-to-action-for-direct-responsescreen) are loved by many advertisers, as they are a quick and inexpensive way to add an extra message to an already versioned spot. Whether it’s a time sensitive event, deadline, or a new feature, crawlers can be added for additional emphasis on the CTA. They do not come without cons; adding any visual to an existing spot can make it look crowded, busy, and downright cheesy. This is especially true if not done professionally and consistently across all versions. If your current creative is a masterpiece, it might not be a great idea to interfere with it. Also, managing the time sensitive messages is extremely important. If your message displays a deadline of January 31, and is on air past then, your company image can be tarnished as careless or disorganized.

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Topics: Campaign Optimization, Conversion Rates, Calls to Action

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

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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