With over 129 million smartphone users in the United States (55% mobile market penetration) as of January 2013, Direct Response advertisers now more than ever need to include mobile and tablet consumer engagement strategies into their response mechanisms.
With the constant evolution of multi-window experiences (TV, Phone, Tablet, PC), and the access to web browsers and search engines at the touch of a button, direct response marketers cannot rely on phone and desktop responses alone. At the least, a responsive landing page (or website) must be developed to offer a good experience to potential buyers that were captured by the DRTV creative and offers.
Because of today’s consumer behaviors interacting with brands and DRTV advertising, sound strategies including SEM, SEO and a mobile experience are key in today’s success. An order, a lead or any other response goal needs to be easily attained via all response channels without any effort from the consumer (nobody likes having to “blow up” phone screens to tap on the “Order Now” button).
The days of only two response mechanisms are long gone… first impressions, good consumer experiences, consumer/brand relationships and engagements now dictate ideas, strategies and budget allocation… (note that I did not even mention Social Media – that’s a whole other post :)) so when thinking of all those, make sure to include mobile and tablet in the mix. From experience, a few of our clients generated 50% of their overall web responses from mobile.