More than ever, marketers are expecting immediate results from their advertising. Like right now. Part of this originates from on-line marketing metrics that allow us to see how many page views, unique visitors, and click-throughs our websites have received. Some marketers have extended these metrics to other parts of their marketing plan, and have aligned these expectations with broadcast media.
That’s why so many advertisers now use broadcast media strictly as a direct response outlet, measuring it’s success on a daily basis. It seems the data they receive (number of calls, number of orders, cost per call, etc) is their only measurement to determine the campaign’s value. If they don’t get enough calls today, something’s wrong. For some businesses, this model works just fine. For many others, it can be a business killer.
In my experience, better response to a call-to-action ad happens when someone is selling a well know, well regarded brand. Make me a deal on something I know and like, and I’ll give it some consideration. Ask me to buy something I’m not familiar with and I’ll likely defer. That is, until I get to know why I need it and why the product can help me. Does advertising do that even though people don’t call and order the product? Sure. But it’s still difficult to measure, so it’s value isn’t nearly as high in the immediate results expectation world. Pity.
This is how great brands and long lasting profits are built. And it seems to me that many companies are missing the long term home run trying for today’s base hit.