Radio Direct Response: Direct Response Radio Advertising Agency | Blog Zone

Someday, when the economy recovers and advertisers return to normal spending levels, traditional advertising will not return to normal thanks in part to the Internet and Direct Response Marketing.

More and more major brands are converting sizeable chunks of their ad budgets from traditional media like Outdoor, Print, Radio and TV to SEM and DRM because results are measurable, manageable and more profitable than branding. And “accidental branding” is a positive side benefit of SEM and DRM campaign that sustain themselves through profitability. The media is held accountable for performance based on pre-determined metrics and goals - making it possible to identify what marketing success looks like.

The era of automatic annual upfront buys is waning.

In traditional media like Print, TV and Radio, the upfront buy is giving way to more Direct Response and scatter and remnant. More frequently, traditional media advertisers are coming to market with complete multi-media campaigns that brand and incorporate DR components like toll-free telephone numbers, and unique URLs with promo codes to drive consumers online. Upfront annual buying is still relevant but revenue shares are being lost to the Web.

I envision that most major media buys in the future will be fully integrated, multi-platform programs, incorporating the power of TV and Radio, Print, Direct Mail, Out-of-Home and the multi-level components through Search, Online, Mobile and Social Networks with a strong drive to measure and manage results (ROI). Brands need to sell products and services and are less concerned about pure brand awareness.

When your business is ready to incorporate direct response radio into your multi-platform marketing program, call me at Radio Direct Response 610-892-7300 X114 or visit the Radio Direct Web site for help with your company’s economic recovery.

Once you’ve managed and optimized the marketing process, why would you ever go back to the dark ages when accountability was a dirty word?

Vince Raimondo, Vice President of Marketing

This entry was posted on Tuesday, October 27th, 2009 at 7:39 am and is filed under Vince Raimondo. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.