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May 10, 2006

Direct Response Radio and the Web

With increasing frequency, our clients are integrating the web into their campaigns. In particular, campaigns for more complex products are leveraging the power of radio to reach their target customers with the appealing benefits of their product (or service), and then directing them to the web to learn more details before either ordering directly off of the web or calling to order. The benefits of this approach go beyond generating lower cost sales via the web. This results in more knowledgeable callers since they have read the web site and have “pre-sold” themselves before calling to order, hence a higher conversion rate, and often a higher upsell rate. It is also very easy to update the web copy to address common questions or objections, further enhancing overall conversion and revenue/order metrics. Challenges remain with tracking, but reasonable solutions do exist, and increasingly better ones are not far away.

Posted by Brett Astor at 02:38 PM | Permalink