Direct Response (DRTV) with Brand Marketing

By Lindsey Carnett

BEST PRACTICE BRIEF: MANAGING YOUR REPUTATION—ALL THE WAY TO THE BANK

What do all direct-to-consumer (D2C) advertisers have in common? Visibility! If you are spending ad dollars to promote a brand, the goal is to earn valuable impressions that will convert to sales. Unfortunately, this also makes these brands susceptible to negative press, an online war with the competition or someone looking to ride the coattails of their ad dollars all the way to the bank. How can a product marketer make sure their ad dollars are yielding high returns from start to finish? A positive reputation, brand loyalty and management of the brand messages to own the category marketshare all aid in optimizing advertising campaigns.

WHAT’S THE DEAL WITH FACEBOOK AND TWITTER?
By taking an active role in social media communities direct response (DR) advertisers can increase awareness of their brands. Having a D2C product name become synonymous with value, practicality and innovation is key to seeing an increase in orders. The use of social media is fairly new in marketing, but is rapidly increasing. Although 88 percent of marketers surveyed use social media to market their business, 72 percent have only started doing so within the past few months, according to the April 2010 Social Media Marketing Industry Report, sponsored by the Social Media Examiner. Since social media is so new, companies are working to understand how to best utilize it to generate sales.- READ THE ARTICLE: Managing Your Reputation—All the Way to the Bank