What makes Facebook a great platform for Direct Response?

In today’s world, social media is a part of almost everyone’s day to day life. Facebook paved the way, starting out as a way to connect with schoolmates, however, its purpose has now moved beyond that. Users now use the platform for working purposes, consuming news, debating current affairs, shopping, organizing events, and even for gathering recommendations on businesses or products.

 

Facebook alone has two billion users a month, making it the most popular social media platform out there. Pew Research Center found in 2016, eight-in-ten online Americans (79%) use Facebook. Not only does Facebook capture the largest audience, but it also has the widest range of targeting capabilities. Part of this is attributed to information gathered on users based on their profiles and interactions, and the other part of this is Facebook’s partnerships with third party data sources.

 
All of the above makes Facebook a great platform to advertise on it. But what makes it a great companion for Direct Response?

There are three main reasons:
1. Direct Response Ads
2. Affordability
3. Tracking and optimization
First, Facebook has ads specifically designed for Direct response, such as:
– Dynamic ads, which pull images and details from your shopping site to advertise various products
– lead ads, which direct users to a fillable form
– Link ads, which direct users to a desired URL
Additionally, Facebook provides the option to add a Call to Action (CTA) button, such as “Shop Now”, “Apply Now”, “Sign Up Now”, “Learn More”, etc. These buttons can be linked to the advertiser’s website or a Lead Form, which directs consumers to a desired destination with one simple click. There are no extra steps of writing down a phone number or website URL. Another useful feature is Facebook’s ability to optimize for link clicks or conversions – this means Facebook will try to show your ad to only the people it thinks will click your link or will convert on your website.

 
The next reason Facebook is ideal for Direct Response is its affordability. Facebook is the most affordable social platform to advertise on. Being that it is the most affordable, it makes it a great platform to test on if you’re new to advertising on social media.

 
Lastly, performance can be tracked in real time and changes can be made in a matter of seconds. Facebook has a number of metrics it tracks within the platform such as: reach, impressions, frequency, link clicks, click through rate, etc. Facebook also has additional tracking options for visibility beyond the social platform with the Facebook Pixel. By using the Facebook Pixel, you can keep track of consumer behavior beyond the social platform, and these actions can be fed back to Facebook to enhance targeting and conversion optimization.

Sources:
https://www.facebook.com/business/help/1660067357640329/?helpref=hc_fnav
https://www.facebook.com/business/products/ads
http://www.pewinternet.org/2016/11/11/social-media-update-2016/

Hail Direct Response!

What was once an afterthought needs to become an integral part of a Brands advertising strategy. The belief that if people knew that your brands existed, they would see it on a shelf and buy it is unrealistic. The retail experience is going extinct. In an interview with Business Insider Warren Buffet discusses how the face of retail is changing. “The department store is online now,” the billionaire investor said Saturday at Berkshire Hathaway’s annual meeting in Omaha, Nebraska, as Business Insider’s Bob Bryan reported. “I have no illusion that 10 years from now will look the same as today, and there will be a few things along the way that surprise us,” he said. “The world has evolved, and it’s going to keep evolving, but the speed is increasing.”

 
With retail dying, and more people going online to do their shopping, Brands need to be more creative in finding ways to get their potential customers to click that call to action to push the buyer down the funnel to buy. Extend the brand from just awareness to action.

 
We at Modus believe that the services we offer such as TVSync, tieing digital/ Social DR campaigns to TV Brand ads, are the way to combat the degradation in retail. Accenture did a study in 2015 that found that 87% of people they surveyed used a secondary device (smartphone/ tablet/pc) while watching TV. What’s better than promoting your brand on TV and hitting your target on their smartphone or Tablet?

Your Customers Want to Text You!

Meet your audience where they already are – on their smartphone!

 
According to a study by RingCentral, 78% of consumers actually wish they could have a text conversation with a business. The evidence is mounting that smartphones are the primary way consumers interact with each other, and it’s no surprise they want the same from brands.

According to a Nielsen survey Americans text twice as much as they call, on average. 81% of medical and dental patients have indicated that they prefer appointment confirmations and reminders via text (versus 41% via email). If you walk into a Target store you’ll see signage prompting customers to text for coupons, or even to apply for a job. Target uses texting to marry physical and digital shopping experiences, and advertisers can use the same strategy to connect media consumption and direct response. 57% of people use their smartphones while watching TV, and 93% have them handy. This means you can use a text CTA to meet your customers halfway, offering to interact via their preferred method of communication – texting.

 

 

Connect with your audience NOW – ask them to engage!

 
51% of all television ads now show a URL, but only 30% contain a clear call to action. URL’s have moved out of simply being a direct response mechanism and become integral with brands themselves. Cutting through the barrage of URLs washing over your audience is crucial if you want to connect, and offering an instantaneous way to connect via text does exactly that. A text offer creates a sense of urgency and real time connection with your audience.

 
Take advantage of unparalleled consumer attention – people actually read their texts!
Let’s put this in perspective. 8 trillion text messages were sent last year, and 95% of them were read within minutes. Meanwhile, only 14% of phone calls were answered without being placed on hold (I don’t have to write about why that’s less than ideal) and the average consumer receives 1,216 emails per month, but doesn’t even open 20% of them. This is big, this means that once you do have the conversation started via text, your conversions and remarketing efforts stand to benefit from a level of consumer attention that no other response mechanism can offer.
Sources:
https://www.televox.com/downloads/texting_your_patients.pdf
https://www.textrequest.com/blog/texting-statistics-answer-questions/

TV advertising and Analytics research


http://www.slicktext.com/blog/2014/02/text-message-marketing-the-new-kid-on-the-block-infographic/
https://www.textrequest.com/blog/8-reasons-why-texting-is-crucial-to-business-communication/
http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/
https://www.mediapost.com/publications/article/299254/phone-web-and-now-texting-to-marketers.html

The Importance of DRTV Specialists

Use Direct Response TV specialists when buying DRTV
DRTV planning, buying and accountability is vastly different than purchasing Brand media (aka retail rates). If you are going to move to accountable DRTV buying you need an agency that is an expert in it.
Some simple questions every DRTV agency should quickly have the answers to:

 
1. What is my discount off retail rate card?

 
DRTV rates are up to 80% off retail rate card. This holds true for both national cable and spot market affiliates. Because your media is being purchased at distressed rates not all media will clear. Retail buys paying full rate card may “bump” you out of your inventory. Because you want to make sure you are clearing your dollars, your agency should be booking no less than 150% to budget. This is where DRTV experience is key – people who buy DRTV understand this balancing act so you do not clear over or below your budget. They understand they may need to cancel media (DRTV cancellation is 72-hours vs. Retail’s 2-week cancellation – minimum) or add media at the last minute.

 
2. How do you track my campaign performance?

 
The answer should never be Reach, Frequency, Ratings or GRPs. Also, if your agency says they ONLY use Strata, they are most likely not buying much direct response. Strata is a great tool when planning and buying retail but not direct response. Your agency needs a system that will not only allow them to plan and buy media but also track your performance and budget clearance. Direct response experts evaluate your campaign performance every day and review performance of every commercial airing. Therefore, it is critical for optimization and performance evaluation to have the proper tools.

 
3. What type of reporting do you provide?

 
Your agency should be able to give you daily performance on exactly which commercial airings delivered what. This should include the full funnel from response to sale and the ultimate return on investment. Even if there is a long tail on the sale (6-months to a year) a direct response pro will be able to track that sale back to the specific television airing. Direct response television experts track everything – creative, unit length, networks, times, programming. You want it Direct Response Television experts track it. Even if you are driving viewers to your branded URL their analytics team will still be able to give detailed reporting. Your media buy will then be optimized based on this data to deliver the highest return on investment.

Don’t be fooled. It could be costly.
If you have additional questions on buying DRTV or are interested in launching a DRTV campaign, contact Modus Direct, modusdirect.com. We are Direct Response.

CRM and DRTV

The Modus Direct media team were recently discussing making optimizations & testing for a campaign and a bunch of questions flew around the room, some could be answered and some couldn’t. It was then that we decided the next blog post should be written on good CRM.

Clients need a good CRM to fully understand the funnel that their customers follow when converting, but CRM are just as important for agency partners making media decisions on their clients’ behalf.

The beauty of DR campaigns is the trackability, but only if it is done properly. This is where CRM programs come into play. These tools can track not only the customer that respond to the desired call to action, i.e. calling a tracked phone number or visiting a specific URL, but will also help track and define those “halo” customers. These are customers that will call a local number instead of the toll-free number displayed on the TV commercial or searching the business on Google instead of visiting the unique URL on the ad. Customers are influenced by the campaign, but did not go through the designated call to action the campaign was promoting. These instances are the halo effect of the campaign and can be challenging to account for in traditional media. The proper tracking helps validate media vehicles or network selection.

A good CRM tool will also provide insights on which network, daypart, creative, etc., is delivering the most calls verses conversions. This allows your agency to make informed decisions on where the most qualified audiences are for your brand.
Another way to get the most from your CRM tool is to export data and create lookalike modeling on customers that have converted. These data sets can be used across many platforms including traditional media.
The proper tool can increase ROI by eliminating waste in your media schedule, assist with tracking, engaging and converting customers in a more efficient manner. Here at Modus we form true partnerships with our clients and assist in evaluating the current CRM program will allow you to achieve your advertising goals.

TV and Facebook on Steroids!

Facebook says its ads work better with TV than previously thought

By
Facebook says its ads are more effective if combined with TV
 Facebook has previously lauded its ability to help TV advertisers reach more people. But, this week it revealed that TV and Facebook work together better than its previous estimates.

The media-giant worked with WPP-owned Kantar Worldpanel on a study investigating whether people exposed to advertising on Facebook and TV are more likely to purchase the products or services they are exposed to.

It builds on a study it published last year with Nielsen which found that Facebook could help advertisers reach an additional 5% of people they would have otherwise missed had they purchased media space on TV only.

As part of the study, Kantar, which collects a large range of purchase data via an in-home barcode scanning panel, as well as details of their media exposure, analysed 13 video campaigns run by FMCG brands.

Based on the figures from TV-only exposure and Facebook only exposure, the social giant expected to see a 22% uplift in likelihood to purchase when exposed to ads on both channels.

But the Kantar model showed the figure was actually 29%, a 1.3X increase on what was expected.

“It shows that with Facebook and TV….they both work on their own, but the value is in using them together,” explained KiriMitchell, media insights director, Kantar Worldpanel.

“The reason we’re excited about this analysis is that it confirms what we thought for a long time but weren’t able to prove,” added Richard Bussy, UK & Ireland measurement lead at Facebook. “Much like in life, when to people tell you the same thing….when two channels tell you the same thing you’re much more likely to buy.”

The ad campaigns all ran across Facebook, some included Instagram, and came from verticals ranging from alcohol, confectionery, personal care and soft drinks. They all ran for varying durations (between four and six weeks), with campaign budgets ranging from just £100,000 to over £2m.

When researchers first looked at the return on ad spend (ROAS) of each campaign individually, they found that 11 of the 13 campaigns produced positive returns.

The average ROAS across the campaigns was £1.79, and ranged from £0.59 up to £5.38.

Across the campaigns in the study, TV had a 4.7X greater household reach than Facebook.

After accounting for campaign spend, Facebook had an average 1.9X cheaper cost of reach.

Adding in the sales return linked to exposure through each channel, Facebook was found to have an average 1.8X greater sales uplift on a per household basis.

Kantar also layered demographics over reach which showed that Facebook was slightly weaker in reaching heavy TV viewers, but stronger in reaching light viewers, and (of course) non-TV viewers.

Despite this different TV viewership composition, there was no difference at all in the proportionate make-up of brand or category buyers. This means that the different audience(s) reached by Facebook were just as valuable to an advertiser as the reach they typically get on TV, according to the study.

Simplicity in Sharing Analytics

We have talked about storytelling in analytics, as well as good data practices here on our blog. Another huge part of our highly evolved analytics here at Modus Direct is effective communication.

We pride ourselves on the fact that we treat people, like people—not data crunching robots! Communication in marketing is largely governed by the same principles as communication in any other aspect of life. There’s no secret format of data feed to upload information directly into our client’s consciousness, but at the same time we have a responsibility to share a huge amount of information with some very busy people. On top of that, we expect them to collaborate with us to make their campaigns successful. To respect our clients’ and colleagues time and attention, we follow a very basic principle here at Modus: Keep it simple.

That all sounds great, I know. Who doesn’t want to be part of a mutual-respect-fest that also churns out actionable marketing analytics? But how do you take overwhelming amounts of data, and interpret and present it in a simple way? Well, to keep things simple, here are the three mantras we live by:

  1. Simplify the Content: Relevance

To decide what’s relevant you must first to take in a large mass of information. This requires the perseverance to delve deep and consider everything, and then to stand back and consider what’s most important from a big-picture perspective.

This is the “tip of the iceberg” principle: the information you share is just the very top, the most relevant, succinct, actionable piece of information gleaned from the giant analysis you’ve done. In sharing your analytics with others, it is vital to prioritize. Yes, you’ve done a ton of work and the rest of that iceberg is there if and when you need it, but people, especially busy people, want to see the answer, not the equation.

  1. Simplify the Context: Authority

“Authority” might sound a little out of place alongside marketing industry buzz words, but it’s a powerful concept when applied to sharing analytics. Authority in the context of communication very much depends on the audience—you may be an expert in your field, but if you don’t have your audience convinced of that authority, it will take a lot more time and work on both sides for your findings to be understood and accepted. We find that speaking with authority on our clients’ campaigns requires a fair amount of learning on our part. We seek to become experts on our clients’ business, because how can we speak with authority when we analyze their campaign if we don’t understand their operations? Understanding this context will help you keep your head above the surface, and enable you to clearly see that vital tip-of-the-iceberg conclusion.

 

  1. Simplify the Presentation: Absorption

This is probably the simplest mantra of them all. Make your reports easy to read. If you’re already able to speak with authority, and you’ve identified the most relevant info to share, your only job here is to make it as easy to absorb as possible. For example, simply including a graph makes your report 43% more believable. It’s true!

This was the conclusion of a study published in the journal Public Understanding of Science. 97% of people who read an article believed the findings when there was a graph included, compared to just 68% when there was no graph, but the exact same information was presented. Never take for granted how powerful the presentation is to the digestion of the information.

 

Next time you’re preparing analytics to share, take a deep breath (maybe rake your zen garden), and remember: keep it simple!

http://www.npr.org/sections/health-shots/2014/10/17/356713677/just-seeing-charts-and-graphs-makes-drug-claims-more-credible

 

WHO RUNS THE WORLD – SUPERMOMS.

Guys, let’s be honest. Moms rule the world. Not only are they responsible for raising virtuous citizens of the future while managing the daily tasks and routines of running a household, they also hold a lot of power when it comes to the decision making for their families. Trust me, I know. No big decision in my home is made without the approval of my wife. J Definitely not a category or a target audience you can afford to ignore if you plan on marketing your products or services effectively.
So, in order to honor the amazing women in the world as we approach Mother’s Day, here are some fun facts that cannot be ignored if you want to succeed connecting with this coveted, and a lot of times hard to understand, group.

• Women drive an estimated 70-80% of consumer spending with their purchasing power and influence

• Women now own 40% of America’s privately owned businesses and hold half of its wealth—estimated to be $11 trillion of a total $22 trillion by 2020.

• Women influence 91% of all home purchases.

• The annual U.S. mom buying power is estimated to be $2.1 trillion

If you already have figured out how to market to moms, congrats! If you are a lost male marketer still trying to understand women, here are some pointers:

  • Be the solution. Develop your creative strategies and executions by presenting the problem, feature your product/service as the solution to said problem and provide them with reasons to believe why YOU are the answer to their needs.
  • Be available! – Moms are constantly researching and shopping around for the best deals.  So make sure you establish an online presence and work on your organic and paid results so it is easy to find you.
  • Provide awesome customer service.  People love interacting with brands that care about their customers and dealing with nice people, and more often than not,these gestures are rewarded with a referral or a complimentary review. This leads us to the next point.
  • Ask for reviews! And if you can (some industries do not allow it), offer tokens of appreciation for a customer’s review (discounts, free product, gift cards, etc).   In the thorough shopping process, reviews and testimonials weigh a lot when making a final decision. Plus by providing discounts or incentives, you have bought yourself a return customer.  A win-win.
  • Connect with them! And be honest! Nobody likes a poser.  – Women like to engage with and support brands that align with their values.  A “fake” brand personality can be detected quite easily and will be a deterrent for potential customers.

So, whether you are already marketing to women, getting ready to or are now considering it, think about those special women in your life and how they relate to their favorite brands. Now reach out to the women close to you, give them a kiss, tell them thank you and really show them how much you appreciate them.

 

Happy Mothers Day!

1. Multiple sources, including Boston Consulting Group, Women Want More by Michael J. Silverstein and Kate Sayre, (Harper Collins 2009), The Economist: Guide to Womenomics and Why She Buys by Bridget Brennan (Crown Business 2011)
2. ”Buying Power.”Catalyst (2013).
3. Tyrie, David. “What Women Can Teach Us About Money.” SpectremGroup (2011).
4. Brennan, Bridget. Why She Buys. Crown Business, 2011. Print
5. Forbes 2013

Brands: When fishing for customers, Modus can help you keep your lines tight and your rods bent

Most brands / agencies are about brand awareness. They “Chum” the waters with an ad and hope that reach and frequency will get their name out there to the masses.  At Modus, we look at advertising as a means to increase brand performance through a call to action.  What is “brand performance” you ask?  It is the ability for the brand to get customers to buy product through a call to action while promoting its brand through effective use of media.  Reach and frequency are important but utilizing data and targeting to get the customer to buy is what we are after.

We will “cover the water” for you through our capability to plan and buy media across TV, Social (Facebook, Instagram, Twitter, Pinterest, LinkedIn and Snapchat) and Radio.  Our bleeding edge tools and platforms allow us to plan and buy media efficiently and at the best economic value to you.  As an agency Modus invents in a wide range of research tools; Kantar, MRI, iSpot and Nielsen to ensure we have the data needed to plan an effective marketing campaign.  Modus has unique experience in data mining, prospect modeling, lead generation, push marketing, offer development and results monitoring for our clients which all results in brand awareness.

Our expertise goes beyond just media planning and buying.  Our team of creative experts provide the correct “bait” for the message you want for your customers.  We can work with you to create  TV, Social and Radio spots.  One of our agency strengths is our diverse and talented creative staff, capable of concepting and executing a growing portfolio of communication mediums.

At Modus, we believe in collaboration across all of the media platforms we buy.  You will never have “tangled lines” with our crew.  Whether it’s TV, Social or Radio, we work as a team to ensure you have a successful campaign building brand awareness and your bottom line. Our goal is to develop rapport and synergy with our clients and arm clients with the best team to “captain” your business with strategic

leadership and expertise.  We have experts in the development of television and social media strategy and subscribe to the tools that will help our clients monitor and manage their brand’s industry. Our focus is to make your integrated marketing work together with optimal impact and efficiencies, gaining added value opportunities whenever possible.

When you do land your catch, we provide attribution and custom reporting to ensure that your campaign meets all “size and limit” requirements.  We have an analytics department which allows Modus to deep dive into both the client’s historical data and current data to find the best performing media at the lowest cost.

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