One of the most exciting moments in Direct Response Marketing is when a conversion breakthrough triggers a multi-channel “ripple effect” that creates waves of profit for our advertisers. The challenge that many direct-to-consumer marketers face is increasing the probability and frequency of finding those breakthroughs.
I found myself making this statement recently to the head of analytics for one of our clients. They were surprised by this statement. It goes against what many have been told or led to believe about broadcast advertising, and radio in particular. But in reality… Frequency actually hurts response!
Marketing Architects uses an in-depth analytics process to understand consumer behavior.
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