TV Advertising Blog

Why You Need Direct Response Marketing in 2017

January 4, 2017
3 minute read

Times are always a-changin’ and direct response marketing has changed, too. If you think direct response marketing is old school, you’re right. It’s been around the block a time or two. It’s churned out memorable, definitive campaigns that have spurned millions upon millions of conversions. But if you think it’s not a major player even in today’s digital landscape, then that’s where you’re sorely mistaken.

There are floating myths that advertisers have come to believe as truth and we’re here to clear a few things up. Direct response marketing is not only here to stay. It’s going to return better than ever in 2017.

Are you prepared?

Myth: You can no longer track results with direct response marketing.


Really? If that were true, we would not be able to optimize, scale, and achieve as high of a ROI as we do for our partners. How could we know if the campaigns we run are successful? If we didn’t track, we wouldn’t know. And, if we didn’t know, our partners wouldn’t continue to partner with us month after month and year after year. Frankly, that wouldn’t sit too well with us either.

At Marketing Architects, we track your entire sales funnel to ensure an optimized campaign performance that will show you results. We don’t want to keep successful news to ourselves; we’re more than happy to be transparent about it.

The first quarter is prime time to review what worked in the last year with regards to your advertising efforts. Where was tracking and testing performed? Where did it succeed and where did it fail? Maybe 2016 was the year you focused more on your branding. But 2017 is the year of the ask. Make a direct request for action from your customers and don’t forget to track your responses.

Myth: I don’t need direct response marketing; I have digital.

digital watch.png

Repeat after us: Digital marketing and direct response are not necessarily the same. They’ll always be buddies in the way they complement each other. At times, they may share a common goal. They may even resemble each other in certain cases, but they are not the same.

The goal of a direct response marketing campaign is specific: get the user to take the actionable request. The goal of a digital marketing campaign can also have a CTA, but it might also want to measure brand recognition, monitor pageviews, rank in search engines, become bigger on social media, and several other goals that may or may not have anything to do with the singular CTA.

If you’ve concentrated your efforts on digital marketing efforts alone in the past, 2017 may be a good time to integrate DRM into the mix. We’ve innovated how we use direct response to make it relevant in today’s digital age. Why pick one or the other, when you can have both?

Myth: You need a high production budget in order to test your campaign.

This might be true with some direct response marketing agencies, but not with us. We pay for your TV production, which means we can test several messages without eating up your budget with expenses. We consider the investment well worth it to make your brand look good.

Depending on your goals for 2017, it may be worth it to explore the solutions direct response marketing provides, especially if you are looking for more immediate results. It’s about making more sense out of the dollars you spend so you can reap the benefits of testing small and scaling huge.

Final Answer: Yes to DRM in 2017


Let’s recap: If you do not currently have DRM as part of your advertising strategy, you’ll want to explore the opportunity in 2017 because it can:

  • Help you get results from your marketing ask
  • Work well with your current digital or print marketing efforts
  • Show you more immediate results

If you’ve tried DRM in the past and it wasn’t as successful as you had hoped, let’s discuss. If you’re not sure how DRM fits into today’s mobile world, we’ve got answers. There is value in direct response marketing that you don’t want to miss out on, trust us.

Still need more info? Talk to us about your business goals for 2017.

Katie Scheetz

By Katie Scheetz

Chief Business Development Officer

Share this article

Blog Comments