GUARANTEED DIRECT MARKETING

In today’s highly competitive direct marketing environment, many direct marketing firms and advertisers are offering their clients guaranteed direct marketing results, basing their pay directly on the results they achieve through these direct marketing efforts.

For example, a recent ad for an industry leader in the field of search engine optimization (SEO) boldly stated, “We absolutely guaranteed top 10 search engine placement. No strings - no catch, no risk. Just guaranteed results – Or It’s Free. Online Marketing Services will a full 100% money back guarantee.”

Another marketing leader in the direct mail industry has for years based their fees on a sliding scale of guaranteed direct marketing results, based on the response rate. Tying the payment for a service to the results the service provides is always a good way to make certain that you get what you pay for.

For years, many marketing companies were reluctant to tie their fee to the results, citing the fact that a lot of the advertising was meant to build “brand awareness” or “buzz” which can’t be accurately measured. But, companies that offer guaranteed direct marketing results will likely continue to increase as advertisers and marketing seek to prove that results are as important to them as they are to the client.

Having a good marketing campaign is no longer enough. It has to be effective. Clients are becoming increasingly demanding, seeking marketing companies and campaigns that are measurable and accountable.

One of the benefits of a direct marketing campaign is that the results can be measured through the use of response mechanisms. For example, a television commercial advertising a product can have a special 800# dedicated for those that respond to that commercial. Or an e-mail can contain a link to a specific html page. In both cases, the client can then see how much was spent and how much revenues were generated, which can then help them determine whether or not the marketing campaign was a success.

And by linking the pay to guaranteed direct marketing results, clients can make certain the advertising and marketing firms will do everything possible to maximize the results of their direct marketing campaigns.