EFFECTIVE ONLINE DIRECT-RESPONSE MARKETING

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1. Create a multi-touchpoint, lower funnel, digital ecosystem

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The Internet is the single most important research tool for many goods and services. Whether researching a new automobile, shopping for a mortgage or looking to book a dream vacation, consumers conduct most of their research online. We are even seeing significant online activity as a precursor to offline sales for consumer packaged goods products, making the digital channel essential in delivering your message to target consumers.

1. Create a multi-touchpoint, lower funnel, digital ecosystem

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Appropriate touch points may include:

Brand.com with a strong focus on shopping activities Brand.com shopping that is mobile friendly Dynamic landing pages for each product or service Dynamic banner ads Distributed shopping tools Native apps focused on shopping Facebook Flash sale partnerships Twitter Community/loyalist management Location-based targeting

2. Devise an effective single-search strategy

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Search is still the single most important tool to drive traffic to your ecosystem. There is increasing competition for a high page rank in all types of search. Most marketers realize that the most effective SEO (natural search) and PPC (pay-per-click) or SEM (paid search) strategies are holistic and interdependent.

3.Purchase display media with the right tools

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It is a buyer’s market right now because of an over-abundance of display ad inventory. Advertisers can benefit from this situation with the right technology. Specifically, direct-response advertisers can utilize demand-side platforms or DSPs to exploit this market condition. A DSP enables auction-based bidding in real time to reflect the true market price one impression at a time. In short, a DSP enables search like buying of display impressions. This is a highly effective strategy that yields less waste and greater price efficiency.

4. Dynamic customers require dynamic content

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Not all customers are alike, nor should the content or offers that are delivered to them be. One of the great advantages of digital is that it can create different experiences, in terms of offers and messaging, in almost real-time for different consumers.

5. Optimize, optimize, optimize

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Optimization should be at the center of every direct-response ecosystem. Custom ROI models that measure that value of each interaction and touch point should guide decision-making. For non-ecommerce sites, the ROI model will need to account for how online activity drives offline behaviors, such as sales. All ROI measures must share or attribute the value of each and every conversion activity. The monetary credit of submitting a lead, requesting a quote, or making an online purchase must be shared among all digital touch points from the consumer’s unique journey.

CONTACT US

1. 914.693.8700

Smyth Media Group

One Bridge Street Suite 130Irvington, NY 10533

Tel:914.693.8700 ext.302Fax:914.693.8780

http://www.smythmedia.com