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2015 Digital DR Marketing: A Year in Review

Posted by Jeff Clement on 12/4/15 11:48 AM

Online Ad Campaigns Are Tired

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There was a running theme in the digital marketing world in 2015: online ad campaigns are getting tired. In our blog post Online Marketing Tricks Not Working Anymore? Here’s Your Solution, we confronted the disappointing campaign realities that many marketers are challenged with today—insanely expensive search traffic and poorly performing display ads (averaging a 0.06 percent CTR on display ads across the globe!).

While the cost of digital ad space will continue to rise whether the demand for it holds steady or grows, we recommended a no-brainer alternative to try: traditional media.

As a direct response marketing agency with nearly two decades of experience building successful ad campaigns via traditional media channels, we know for a fact radio and TV WORK. Not only can they boost your online efforts because you’ll have new ways to prompt qualified customers to go online and find your business (lowering your CPC on ads), but they are measurable, too. Plus, omni-channel marketing is powerful.  You can reach your audience over and over again through different avenues when you use online AND offline platforms.

Senior Audiences Are Changing DR Marketing

 While it’s important to build a marketing strategy that includes a variety of channels, it’s crucial to understand exactly how your target audiences prefer to engage with your brand so you know what specific channels will be most effective. We dove into this idea in our blog post Why It Matters That Grandma’s Shopping Online.

When we initially introduced our first DR product to the market in 2011, we found that one of our major target audiences (seniors ages 55+) was going to our website instead of using the 800 phone number—the No. 1 infomercial response option for decades. This realization drastically changed the way we built campaigns.

Flash forward to 2015 and that learning is more relevant today than ever before, with nearly 60 percent of senior citizens using the internet, compared to only 14 percent in 2000, according to Pew Research Center. This is why we urge direct marketers especially to focus on web conversion first and foremost. By driving consumers to the web, you are not only providing a response channel that costs less to you, a lower conversion rate is usually only needed to match traditional conversion numbers, like phone response.

Too Much Digital Data is Meaningless

And speaking of numbers, it’s time that we admit that while the ability to measure hordes of metrics at granular levels is one of the selling points of digital marketing, it’s also curse. Our Vice President of Digital Strategy talked about this in his blog post 7 Truths I Wish I Knew as a Young Digital Marketer.

After spending 18 years in the digital marketing world, he’s found that focusing on genuinely meaningful data is one of the most effective ways to ensure a campaign is going in the right direction. That means just because you have the ability to measure hundreds of online data points doesn’t mean you should. Limit what you measure to 5-7 core metrics that are directly tied to accomplishing the outcomes you’ve established.

Want more information about these topics? Review our top 2015 DR digital marketing full-page blog posts here:

 

Topics: Digital Marketing, Direct Response Marketing

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