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


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


When is it Time to Hire a Direct Response Marketing Agency?

It's time to look back at our top blog posts of the year!
Below is number 3

 


It’s easy for us to say (we’re just a little biased!), but hiring a direct response marketing agency might be the smartest thing you can do for your internal marketing team, customers, marketing budget and, most importantly, sales growth.

Direct response marketing campaigns are the workhorses of your growth strategy—and you depend on their performance to take your business to the next level.

But how do you know it’s the right time to partner with an agency?
See if a couple of these hit home:

  • The phrase “omnichannel marketing” scares the bajeebers out of your marketing team…and you’ve been unable to effectively expand campaigns to the digital channel, including social media.
  • You spent several weeks (and several thousand dollars) on a direct mail campaign…and response rates were dismal, or worse yet weren’t even able to be tracked and measured.
  • That absolutely fabulous, no-chance-for-failure offer you came up with? It didn’t drive ANY action.
  • You have inconsistent results across campaigns because you’re not testing to find out what works—and what doesn’t work

We’re marketers ourselves—and we come face-to-face with these challenges every day. So take it from us: there are times, like these, when the agency perspective really matters:Read more


Direct Mail and Email: Direct Response Marketing’s Power Couple

In today’s multi-marketing channel universe, it isn’t always easy to determine whether direct mail or email is the better delivery method for your offer…or should even be considered. Both have their pros and cons. But if you think you need to pick one over the other, think again.

We don’t play favorites here. Many times, direct mail and email are better together.Read more


37 Power Words to Use in Direct Response Marketing—and Why

 

From the time we were kids, we’ve been told by family members, teachers, and marketing gurus to “use the right words” and avoid using the wrong ones. Most of us have figured out how to communicate effectively—in most situations, anyway—and we know how powerful words can be. The right ones can make your heart sing, and the wrong ones can cut like a knife.

Write the Right Words, All Right?
In direct response marketing, the right words can work like magic. Word choice is fundamental to creating a message that resonates and building an offer and call to action that performs. Let’s take a look at which words tend to “work” for today’s direct response marketersRead more