How Marketing Research Can Strengthen your Direct Response Marketing

For years direct response marketers said the best research was gained through testing. Their thought process was, ”Let the customers and prospects tell us with their responses and purchases what is most effective.”

As direct mail creative development became more expensive and postage rose, direct marketers turned to marketing research to gain product, target audience, offer, and creative insights to zero in on the best tests—and the most profitable strategies.

Research can help you identify opportunities, solve specific challenges, and inform almost every decision across the marketing spectrum. Read on for a simple breakdown of the fundamentals of marketing research and uncover some best practices for applying them to your direct response marketing initiatives.
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How Direct Response Marketing Can Keep Up With Customers’ Liquid Expectations

Customers compare their experiences with your brand to their experiences with Amazon, Disney, and Starbucks, even if you sell insurance, building supplies, or printing services. And you better believe these interactions are shaping their perceptions of your company—and they’re raising the bar for your direct response marketing efforts, too.

It’s Time to Widen Your Competitive Lens
Who’s setting the bar? Not your direct competitors. In fact, your competitors aren’t often who you think they are. Your competitors are also the brands that your customers engage with on a daily basis. That’s right, these include McDonald’s, Google, PetSmart, and Nike; the brands who pour billions of dollars into marketing research, product development, and advertising. And in the process, they’re redefining the customer experience and driving new consumer demands.

Accenture Interactive’s Fjord agency coined the term “liquid expectations” to describe when customer experiences seep over from one industry to an entirely different industry. For example, a customer might compare their easy-breezy coffee shop mobile ordering and checkout experience with their not-quite-as-simple online life insurance quoting and application process. They’re going to find the insurance company experience lacking. They’re going to feel dissatisfied, on some level, and think, “That should have been a whole lot easier!”

While this is clearly an apples-to-oranges comparison, it signals to insurance companies a need to prioritize the customer experience—an experience that’s getting easier everywhere else. It’s an opportunity to rise to consumers’ digital demands and improve the buyer journey, taking cues from how leading consumer brands are delighting their customers.Read more


2018 Direct Response Marketing Trends: The Best of the Best

This isn’t just another “trends to watch” list. We’ve scoured the direct response marketing headlines and assessed the “2018 trends” lists. Combining the trend lists and what we are observing in our daily efforts, we’re going to share what we believe are the trends to watch: the top 5 response-generating practices that we believe are going to make the most impact on in the year ahead.
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Survey Says? Follow These B2B Lead Generation Trends in 2018

It's time to look back at our top blog posts of the year!
Below is our number 1 post!

Chief Marketer’s just-released 2018 B2B Lead Gen Trend Survey reveals loads of fascinating insights into how B2B marketers are generating leads and converting prospects. But how can you apply the insights to your B2B marketing efforts?

We’ll help you make sense of it all by sharing survey highlights along with “our take” on the what’s been successful for our B2B clients. Let’s jump right to it:Read more


Measuring the Success of an Omnichannel Direct Response Marketing Campaign

It's time to look back at our top blog posts of the year!
Below is number 2.

 

Today’s multi-channel—and omnichannel—direct response marketing campaigns pack some serious punch. Reaching customers from every angle and providing multiple ways to reply, respond and convert, they also strive to deliver a seamless experience across every touch point. That’s a whole lot of moving parts!

If this sounds like the beginning of a “How will I measure this?” nightmare, pinch yourself gently and read on…we’ll break this down for you.Read more