16 August 2022 |
101 – Why Direct Response Ads Are Over, With Anna Tutckaia.
By Daniel Murray
Some people are born to be entrepreneurs. Anna Tutckaia has founded several businesses and is laser focused on marketing. Find out what she knows.
From an organic grocery chain to a marketing agency, Anna’s founder knowledge and experience stands her apart in the world of digital marketing.
Daniel and Anna dive into how she got into the marketing space, why influencer marketing is her number one channel, and why you should always return to the basics.
You’ll also hear why it’s so important to personalize content and why direct response ads are no longer the vending machine they once were.
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3 Reasons Not To Choose Direct Response Advertising
In today’s advertising landscape, it can feel like there are a million different ways to spend your marketing dollars.
In the world of digital and social media, those options seem to grow by the day. It can be difficult to decide where you should be investing your money and time.
There is no correct answer in terms of which advertising strategy works best for every organization or industry. That being said, there are some scenarios in which direct response advertising may not be the ideal solution.
Before diving head first into this type of campaign, it’s important to understand why not every business should consider direct response advertising as an option. Here are 3 reasons you shouldn’t choose direct response advertising:
1. You Don’t Have a Strong ROI Benchmark
If you want to gauge the effectiveness of a particular advertising strategy, you’ll need to have some benchmark data to work with. With direct response advertising, you should have a strong benchmark in terms of the number of leads or sales you expect within a given timeframe.
This will allow you to measure the ROI of your campaign and determine if it’s worth continuing to invest in that particular type of advertising. If you don’t have this type of benchmark data, it can be difficult to determine the effectiveness of your campaign.
If you do have a strong benchmark for the number of expected sales or leads, but your campaign isn’t hitting those numbers, it’s time to reevaluate your strategy.
While you may be tempted to keep plugging away with what you’re doing now, it’s important to take a step back and see if there are any ways in which you can improve your campaign. It’s better to make some tweaks to your campaign than to continue spending money on it when it’s not working as well as it should be.
2. You’re Not an E-Commerce Business
There are certainly some benefits to direct response advertising if you’re not an e-commerce business.
However, given the nature of this type of advertising, it can be exceptionally difficult for an online-only retailer to succeed with this type of marketing.
If you’re not an e-commerce business, you may be able to benefit from direct response advertising, but you may want to look into other types of advertising that may be a bit more accessible.
For example, if you’re in the B2B space, you may want to consider investing in a lead generation campaign.
3. Your Product or Service is Exceptionally Complicated to Explain
As you’ve likely come to understand by now, direct response advertising relies heavily on effective copy. In order for this type of advertising to be successful, you’ll need to write copy that immediately connects with your audience.
If you’re selling a product or service that is complicated to explain, you may have difficulty writing effective copy for your ads. If your product or service is so complex that it’s challenging to write short form copy, you may want to consider investing in some other type of advertising.
Having said all of that, it’s possible to write effective copy, particularly with the assistance of an industry-experienced copywriter.
Direct response advertising can be incredibly effective for some businesses and industries, but not all. They’re not the vending machines they once were and where customers require businesses to prove themselves highly engaged and trustworthy, might not be as effective as you hope.