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.

4C’s enhanced targeting capabilities helps Modus Direct turn data into calls to action

May 31st, 2017  /

Modus Direct Partners with 4C Insights to Drive Response from Social Media

CHICAGO – May 31, 2017 – Modus Direct, a data-driven direct response marketing agency, and 4C Insights (4C), a data science and media technology company, today announced a new partnership. Through 4C Social, Modus Direct clients will now be able to find and target their most valuable audiences across major social and mobile platforms such as Facebook, Instagram, Snapchat, Pinterest, Twitter, and LinkedIn and coordinate digital campaigns alongside TV initiatives.

It’s no secret consumer behavior has changed. Nearly 9 in 10 people report multi-device usage — watching a TV show while surfing the web or checking in on social networks. With increasing fragmentation in media, it’s a challenge for marketers to effectively reach their audience segments at scale. Through 4C’s end-to-end campaign management platform, Modus Direct is able to run campaigns programmatically, optimize targeting and creative to drive response, as well as utilize on-demand automated reporting with 4C’s proprietary data.

To keep their services a cut above the rest, Modus Direct evaluated multiple technology providers, but ultimately chose 4C Social for its intuitive interface, data-driven targeting capabilities, and the team’s exceptional customer service support. The success of 4C Social quickly trickled into the accounts of Modus Directs’ clientele, whom span the B2B and B2C gamut with top financial, research, home service, healthcare, education brands and include residential mortgage company, Guaranteed Rate. Just 3 weeks after implementation, Modus Direct clients saw link click volume double and cost per click improve by 37 percent.

“At Modus Direct, we don’t believe in what cannot be measured or proven,” says Shani Reardon, President of Modus Direct. “We won’t spend a penny without being able to show how it’s impacting our client’s bottom line. The unique targeting capabilities, ability to integrate social with TV, and campaign performance metrics in 4C Social completely sold us. No other platforms can do what 4C does.”

“Consumers are harder to reach than ever before and marketing budgets are getting squeezed,” says Lance Neuhauser, CEO of 4C Insights. “The solution? Agencies and marketers need to embrace new technologies and automation to keep pace with the changing behavior of consumers. Modus Direct is already seeing great gains after integrating with our technology. At the root of this is data science, insights, and the ability to demonstrate marketing is moving the needle.”

4C is helping brands win the battle for consumer attention across screens. The company was recently named#1 in customer satisfaction for cross-channel advertising software by G2 Crowd. 4C’s products are built on more than 30 years of computational science research by Founder and Chief Scientist, Dr. Alok Choudhary, at prestigious institutions including Northwestern University. The company’s patented technology also leverages hardware and intellectual property acquired through Civolution and Royal Philips Electronics.

 

Modus Direct Partners with 4C Insights

Modus Direct Partners with 4C Insights

Modus Direct Partners with 4C Insights to Drive Response from Social Media.
Modus Direct, a data-driven direct response marketing agency, and 4C Insights, a data science and media technology company, announced a new partnership. Through 4C Social, Modus Direct clients will now be able to find and target their most valuable audiences across major social and mobile platforms such as Facebook, Instagram, Snapchat, Pinterest, Twitter, and LinkedIn and coordinate digital campaigns alongside TV initiatives.

It’s no secret consumer behavior has changed. Nearly 9 in 10 people report multi-device usage — watching a TV show while surfing the web or checking in on social networks. With increasing fragmentation in media, it’s a challenge for marketers to effectively reach their audience segments at scale. Through 4C’s end-to-end campaign management platform, Modus Direct is able to run campaigns programmatically, optimize targeting and creative to drive response, as well as utilize on-demand automated reporting with 4C’s proprietary data.

To keep their services a cut above the rest, Modus Direct evaluated multiple technology providers, but ultimately chose 4C Social for its intuitive interface, data-driven targeting capabilities, and the team’s exceptional customer service support. The success of 4C Social quickly trickled into the accounts of Modus Directs’ clientele, whom span the B2B and B2C gamut with top financial, research, home service, healthcare, education brands and include residential mortgage company, Guaranteed Rate. Just 3 weeks after implementation, Modus Direct clients saw link click volume double and cost per click improve by 37 percent.

“At Modus Direct, we don’t believe in what cannot be measured or proven,” says Shani Reardon, President of Modus Direct (pictured top left). “We won’t spend a penny without being able to show how it’s impacting our client’s bottom line. The unique targeting capabilities, ability to integrate social with TV, and campaign performance metrics in 4C Social completely sold us. No other platforms can do what 4C does.”

“Consumers are harder to reach than ever before and marketing budgets are getting squeezed,” says Lance Neuhauser, CEO of 4C Insights. “The solution? Agencies and marketers need to embrace new technologies and automation to keep pace with the changing behavior of consumers. Modus Direct is already seeing great gains after integrating with our technology. At the root of this is data science, insights, and the ability to demonstrate marketing is moving the needle.”

4C is helping brands win the battle for consumer attention across screens. The company was recently named #1 in customer satisfaction for cross-channel advertising software by G2 Crowd. 4C’s products are built on more than 30 years of computational science research by Founder and Chief Scientist, Dr. Alok Choudhary, at prestigious institutions including Northwestern University. The company’s patented technology also leverages hardware and intellectual property acquired through Civolution and Royal Philips Electronics.

About Modus Direct

Modus Direct is the next generation of direct response marketing, advancing the methodology where the old guard left off. In today’s challenging business environment, fresh thinking, keen problem solving and accountability are paramount to success. Modus Direct combine intense mathematical understanding with tactically focused creative to produce maximum results with the least risk.

About 4C Insights, Inc.

4C is a data science and media technology company with solutions for multi-screen marketing. Brands, agencies and media owners rely on the 4C Insights Affinity Graph™ to identify their most valuable audiences and improve effectiveness across channels. With nearly $1 billion in annualized media spend running through its software-as-a-service platform, 4C offers activation on Facebook, Twitter, LinkedIn, Pinterest, Instagram, and Snapchat as well as TV Synced Ads across display, search, social, and video. The company also provides paid, earned, and owned media analytics leveraging its Teletrax™ television monitoring network which detects over 400 million TV asset airings on an annual basis. Founded in 2011 and based in Chicago, 4C has staff in 15 worldwide locations across the United States, United Kingdom, the Netherlands, France, Hong Kong, India, and Singapore. Visit www.4Cinsights.com for more information.

www.adotas.com

 

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

 

Hard-Hitting Jingles – Generating Response

Jingles are back, and they do work! Modus Direct currently has a radio client, Bradley Dworkin, that is using radio to support their advertising efforts. Over a year ago, we introduced a :30 Jingle into the creative rotation. When the Jingle was introduced, the calls increased 18%. That Jingle was the most consistent creative week-over-week in terms of calls and ultimate sales.  It has an upbeat hip-hop R&B feel targeting the demo and ultimately fortifying their brand.

There is a great article in InsideRadio (see below) on the success of jingles and the neuroscience behind it. We know they work, but why? Here’s a part of that article:

Neuroscience has helped validate something advertisers intuitively knew for decades but couldn’t necessarily prove: the power of jingles or audio signatures… Ace Hardware brought back its iconic “Ace is the place with the helpful hardware man” jingle in 2013.

“Jingles are using the same neural resources for the communication of ideas about brands,” says Dr. Bradley Vines, director of Nielsen Consumer Neuroscience, Europe.

The research shows that rhythm, rhymes and repetition—the essential building blocks of the jingle—are hooks that catch in long-term memory and firmly entrench the idea in a person’s mind. In other words, highly effective advertising.

Having a proven Jingle in your campaign can enhance your ability to get your message across, create more brand awareness, and increase sales. Plus, you can have some fun along the way. Bum ba-dum bum bum bum.

http://www.insideradio.com/with-brain-science-we-can-hear-why-a-jingle-sells/article_51c47c32-392d-11e7-b0d3-cf0c712b2c0d.html

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