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Media Zone: Bridging the Gap Between DR and Retail

1 Jun, 2012 By: Scott Paternoster Response

How smart DR media and superior analytics can be utilized by savvy brand advertisers to support retail.

How smart DR media and superior analytics can be utilized by savvy brand advertisers to support retail.

What do direct response marketers have that brand marketers don’t? It only sounds like the start of a clever joke, but it’s really the start of a whole new marketing strategy. Brand marketers can now support their products in retail while benefitting from DRTV rates and analysis.

Supporting and driving sales of a product in retail requires elbow grease, but using DRTV methodology and metrics can help make this a more straightforward process for brand marketers. Customer service can quickly go sideways with the wrong product, branding and advertising. When selling to the masses at retail, it is more difficult to acquire details regarding each specific customer. Using DRTV methods, brand marketers now have access to data points that help overcome the traditional shortcomings of general advertising.

Brand marketers are slowly moving away from traditional marketing methods while embracing new technological platforms that help gauge the success of their advertising campaigns. By taking advantage of new media measurement platforms, brand marketers have access to metrics that were once reserved for DRTV advertisers.

From Visible to Tangible

Marketers that are looking for exposure or an increase in retail presence can shift to a DRTV hybrid campaign to support or drive the brand in retail with the added benefit of educating viewers. A DRTV campaign now has a trackable call-to-action that persuades viewers to purchase a product via phone or Web. However, the media source that helped to drive the sale of your product at retail can be harder to measure.

Crucial data points and analytics visible to DRTV marketers can now be utilized by brand advertisers. Point-of-sale (POS) data can now be matched to weekly media spend to allow brand and DR marketers to track the performance of media campaigns on retail sales with media measurement technology’s latest retail tracking and analytics modules.

This technology provides marketers with breakthrough analytics and tracking, allowing all marketers access to best-in-class reporting on efficiency of traditional media in driving both direct and retail sales or activity.

‘As Seen On TV’ and in Stores

Access to media performance data provides immediate feedback to the marketer so they can see what viewership responded best to what offer. However, in DRTV today, the metrics are often kept far too simple and sometimes cloud the real picture.

How much revenue did you actually net after cancelled orders, returns, chargebacks, continuity, re-marketing and the like? With the latest media technology, accountable media buying and immediate sales results are segmented and analyzed together with real-time fulfillment data to give advertisers the greatest understanding of the true success of their campaign on a cash basis.

This lifetime value (LTV) data, which ties in fulfillment activity to media with a focus on long-term client ROI, helps determine brand growth potential and if a brand can be supported in retail efficiently. With this data in hand, brand advertisers can focus their efforts on the retail end by using easily accessible information from call centers, vendors, fulfillment houses and media airings.

Instant Gratification

Equipped with truly detailed information, both advertisers and their consumers will be instantly gratified. Advertisers no longer have to wait to receive their weekly report to see exactlyhow a campaign is doing. Real-time media and weekly POS reporting is now the rule of the day. This enables marketers to analyze the efficiency of their traditional marketing strategies and specific media buys through every point in the customer acquisition process.

Instead of assuming which media airing is doing best, the best media measurements help the advertiser get down to specifics by utilizing crucial data points to weight all traditional media and allocating online sales activity accurately to the specific media airing that drove the consumer response.


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