Part of doing business in the digital world is that our marketing strategies are always changing; staying on top of evolving trends and tools is the only way to stay ahead of the game.
However, this doesn’t mean that we should completely lose touch with the classic, time-tested principles that marketers have been using and refining for decades. Traditional methods still have merit in today’s world, and can often be successfully applied in a modern context.
Case in point: A client recently happened upon Commensense Direct Marketing, a book about direct marketing that was written over 30 years ago by Drayton Bird. While looking through this book, I found that many of Bird’s principles are still relevant, and can be directly applied to online digital marketing with an ROI focus.
In the book, Bird shares his top five direct response test variables, and then ranks them in order from most effective to least effective:
1. List (i.e. target) 6x
2. Offer 3x
3. Timing 2x
4. Creative 1.35x
5. Response (call to action) 1.2x
To understand how to apply these variables in a modern way, think of a platform like Facebook:
The List refers to the audience you’re targeting. The Offer is what you are promising to provide to that audience. Timing of your marketing is hard to control in Facebook, but you can make up for it by targeting people based on what “time” of life they are currently experiencing. Creative is always important, but it’s low on this list; we know that the best creative cannot work if it’s not delivered to the right people, with the right offer, at the right time. Finally, the Response is your call to action, which makes it clear what you want the user to do: browse, download, click, etc.
The next time you’re running a campaign on Facebook, remember the Commensense Direct Marketing principles. By moving through these five test variables, you can work toward optimization and start running more vigorous, profitable campaigns.
For more a more in-depth look at applying these principles to Facebook, check out my post on FBPPC.