Fortunately and unfortunately, we live in the process of a massive change in the media landscape. Much caused by the major shift in advertising, where the Internet claims share from traditional media. General advertisers & marketers seek to adapt. Digital boutiques rise.
One of the factors that attract advertisers and marketers is the accountability of online advertising -- measurement & metrics. Another is the irresistible direct contact and response they could have.
However, little do they know that these are not new. They have existed a decade ago -- in the world of direct response advertising.
Below is a speech from “the most sought-after wizard in the advertising business”, David Ogilvy, where he spoke about direct response advertising from over a decade ago. You can find a full transcript here.
Let me highlight a few points:
“You direct response people know what kind of advertising works and what doesn’t work. You know it to a dollar. The general advertising people don’t know.”
“I predict that the practitioners of general advertising are going to start learning from your experience.”
“You know the trouble with many copywriters and general agencies is that they don’t really think in terms of selling. They’ve never written direct response, they’ve never tasted blood.”
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Examples he gave might be out of fashion, but examples are merely examples. What he believes in direct response still stay, and they are far more important today. Here’s why:
- 1) Growing importance of direct contact with the consumers
We have the ability to contact them directly without visiting their doorsteps. We have the ability to obtain instant response. Much thanks to technology for bringing marketers & advertisers closer to consumers.
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2) Accountability for advertising effectiveness
Much “thanks” to technology, too. New measurement metrics developed and evolved constantly. Competitors spawn, grow and challenge General/Traditional Advertising/Media with a competitive advantage -- better accountability.
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3) Fragmented audience
Demands for more “targeting”, engagement, interaction, personalization, and anything that treats them as active individuals instead of a passive mass audience.
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As such, direct response advertising’s importance is far more important today than before. No doubt that it has also evolved since the yesteryear, but fundamentals stay. The direct contact, measurable results, the value of work, and so much more. The knowledge & skill of direct response advertising could only bring benefits to targeted advertising, both digital & integrated, if adapted properly.
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