Have you ever walked into a store where the owner knows your name?
Maybe your family has shopped there for years. The owner knows what you like and what you don’t. You keep coming back because their expertise is invaluable.
That level of personalized service all but fell away with the rise of big box stores. You couldn’t scale an experience like that. Until now.
Now, that level of service is the backbone for the No.1 emerging DR category positioned to see dramatic growth in 2016. Before revealing it, here’s a quick recap of the first two categories:
- Part I revealed how the growing problems associated with traditional colleges have turned online education into an explosive DR category. With such a vast audience of first time students, their parents, grandparents and anyone looking to go back to finish their degree, it’s more viable than ever in traditional media channels.
- Part II covered new territory with products that had never been sold directly to consumers before. With an aging population and a growing audience of caregivers, durable medical equipment are being sold to seniors through direct response advertising for the first time ever. Already commanding media in TV and radio, they’re poised to grow significantly in 2016.
Here’s the final emerging DR category, in this series, set to skyrocket in 2016.
No.1: E-Commerce Services
The internet has played a pivotal role in the emergence of all three of these categories. For online education, the internet’s role is self-explanatory. For seniors, the internet provided both a new shopping experience and a communication platform to break down the dreary taboos associated with medical devices.
E-commerce services are born online and may never have a physical storefront. They’re prime DR candidates for two key reasons:
- They’re rooted in problem/solution.
- You’ve probably heard the phrase problem/solution in the context of direct response advertising. Your prospect has a serious problem, and you’re offering just what they need to erase their pain.
- Prime e-commerce companies solve specific problems by either offering a subscription or by connecting people with professionals equipped to solve their problems.
- The internet is part of the value proposition, turning the service into an easy, turnkey solution.
- If you do manage to grab your prospect’s attention, they’re looking for any excuse to tune you out. If your solution sounds like it’s too much work or if it sounds too complicated, ignoring you becomes that much easier. The key is to present your product or service as an easy, turnkey solution. Speak to the end benefits, and don’t get bogged down with the details of how it works.
- The thriving e-commerce companies are elegantly simple in their presentation. The inconvenience of going to a store is gone. Information is entered once and stored, making future purchases either automatic or extremely easy.
Uber paved the way to show the world just what was possible. They connected people who needed a ride with drivers looking to make a few bucks. It was a win-win that broke up the monopoly of traditional cab services. Other pioneers in the space saw e-commerce as a way to deliver convenience and dramatic cost savings on everyday items. A notable example being razor blades: “Sick of getting ripped off by the big razor companies? Join our online club that delivers razors directly to your door at a fraction of the price.”
You may not know this, but cost savings aren’t typically selling points for direct response advertising. Numbers speak to the wrong side of the brain, so the campaigns that thrive in DR leave the numbers for a later conversation. That’s why the e-commerce models set to skyrocket in DR probably look more like this:
- Got a leaky faucet? Is your house a total mess? If you need a handy man or house cleaner, just book a time online and we’ll handle the rest.
- Is your child struggling in school? Connect with a trusted network of tutors and log in to check your child’s progress.
- Hate shopping for clothes? Have a real stylist gradually improve your wardrobe.
People are busier than ever and not having enough time is an omnipresent problem. For many, getting quality service and saving time is far more important than saving money.
President Obama once said, “I don’t want to make decisions about what I’m eating or wearing. Because I have too many other decisions to make.” Most people can relate. Historically, luxuries like custom suits and meals were impossible unless you could afford servants. E-commerce has enabled companies to deliver a level of service fit for kings.
At Last, the Boutique That Can Scale
The bottleneck that has traditionally limited the personalized boutique of expert service is scale. The business owner that knows everything about you can only be in one place at a time. They can only help so many people in a limited area. For big box stores, the cost of true expertise on demand is more than consumers are willing to pay.
E-commerce services are getting so sophisticated that they can deliver personalized service to everyone. They have experts working front and center or behind the scenes to add value. They aren’t tied down to a physical location, so they can reach more customers more quickly, making it more affordable for everyone.
The Epitome of Win-Win
The No. 1 reason why e-commerce services are set to skyrocket is because they’re great for consumers and businesses alike.
Every day, an increasing number of consumers are doing the majority of their shopping online. They’re moving away from the traditional shopping experience. They’re comfortable subscribing for services because they know cancelling is painless. The combination of expert service, unique offerings and the time savings make e-commerce a big win for consumers.
For DR advertisers, e-commerce is an obvious win, too. There are little to no overhead costs, especially when your model connects someone with someone else who can solve their problem. For subscription services, continuity is a benefit and repeat business is built into the service. Customers pay for themselves over and over again. Knowing that an increasing percentage of your prospects will become customers for life, or use your service over and over, makes the initial media investment incredibly easy.
At Marketing Architects, we stand behind our win-win business model. Last year we invested $8,425,753 in our advertisers to ensure rapid success. We’re the only DR agency that bets on your growth, and we only win if you win. If you’re in any of the three categories set so skyrocket, we should really talk. We have everything you need under one roof to make 2016 your biggest year ever.