What Is Direct Response Marketing?

Responsive marketing is to focus on consumers' accurate predictions of future demand. When this demand comes, grab the market quickly before competitors. This is called response marketing, or predictive marketing. For example, I predict three After a few days, the little girl will wear that popular tiara, but this tiara cannot be developed at once. There must be a research and development process. I am still preparing it. By the third day, if I predict correctly, the little girl said, If I want that kind, I will invest in the market. For example, I m making money. I m sorry. Your research and development process is not enough. You do nt have enough time. Looking at you ca nt make this money. Then we say, this is called response marketing. In the future forecast, but then the consumer demand is clear, what is the competitiveness of his strategy? From the accurate judgment of the future market and the effective grasp of the timing and rapid action, it is the consumption of The clear needs of the advertisers are their own marketing goals. Therefore, as part of our brand strategy and advertising strategy, the tasks we undertake are relatively simple. I It s nothing to tell you, I want that, I tell you, I m here, it s all here, it s that simple, because his needs are clear, others want nothing to come, let s say this is called response marketing, predictive marketing, and more It's a judgment on expectations, but it's different when it comes to sales.

Responsive marketing

1. Responsive marketing and creative marketing in the marketing era ^[1]

(1) Demand factors

The demand factor is the degree to which enterprises can coordinate control in their market, guarantee stability and reduce uncertainty. If the customer needs are clear, that is, customers have a deep and firm understanding of what products can best meet their needs than businesses, or that their consumption of a certain commodity has formed habitual consumption, which is difficult to change. Under the circumstances, the response marketing at this time is effective; in the new market environment, unknown or uncertain customer needs are common, and are affected by their own cognitive ability, living environment, lifestyle, culture and work background? Values Customers do not always realize their own desires and needs. To this end, companies should strive to discover the potential needs of the market, and must bear the responsibility of educating and training customers, because customers who lack vision and are often stunned, attracted or even ecstatic by whimsical inventions and creations. At this time, choose to create marketing, that is, to help customers to comprehensively understand various needs? Change and create lifestyles and other ways to guide customers to achieve a good marketing effect. For example, Japanese companies, especially customer demand, are changing rapidly in the electronics field, often launching new products and opening up new markets, simply because they cannot know exactly what market to respond to.

(2) Product factors

The application of business ideas should be compatible with the product life cycle. If a product has a predictable long life cycle, this is a favorable condition for choosing a response marketing model. The predictable long product life cycle depends largely on the Slow product technology change speed, which in fact enhances the stability of demand and the unification of the market.It has enough time for companies to investigate the characteristics of product demand and respond to a certain stable consumer preference; the accelerated speed of product technology changes leads to the product life cycle The shortening and unpredictability of the market has caused increased market disturbance and increased demand for innovation, which means that it is necessary to adopt a creative marketing model.

(3) Competitive factors

Factors such as the number of participating companies in an industry, their competitiveness, and the scope of competition have a significant impact on whether the industry should adopt responsive or creative marketing. If companies in the industry maintain a "club" atmosphere, there is little enthusiasm for innovation and adding new products. Responsive marketing is more popular when you are satisfied with the distribution of your existing market share, or just recombining your existing fixed market. If the industry is fiercely competitive and the product market is highly saturated, pure price competition will lead to a decrease in corporate profits until it approaches or reaches the cost line. The marketing path is even more sensible. After all, product competition in the existing market is limited, and the market opportunities created by technological development are endless. If a technological innovation results in lower costs or increased differentiation, and can prevent competitors from following suit, then it enhances competitive advantage.

(4) Enterprise factors

Enterprises can be divided into production, commerce, service and other types according to their business scope, and there are large, medium, and small according to their scale, so their business strategies may have large differences. From the perspective of the company's overall business direction, business strategies are broadly divided into three types: developmental strategies, stable strategies, and austerity strategies. This results in that the choice of the company's marketing model cannot be the same. As long as it can adapt to the market environment and is conducive to achieving the company's goals, it is a good marketing strategy. The marketing strategy should adhere to the principle of acting within its means and according to its own strength, the choice can bear And can bring economic benefits to marketing strategies and their combinations.