As marketers well know, today’s consumer engages and connects with brands through a multitude of touch points. When first introduced, DRTV leveraged traditional technology, by beginning with “snail mail” and transitioning to the telephone. From these mediums, it is easy for companies to track purchasing habits of their core consumer as well as where they reside. As technology progressed, DRTV ads have had to overcome the obstacle of the “second screen,” more specifically, smart phones and tablets. The increased use of the internet has resulted in more than 75 percent of purchases being made online.
As we get deeper into the age of smart phones and tablets, more internet purchases of Direct Response products are made from handheld devices. The lack of tracking cookies on handheld devices prevents marketers from tracking the efficiency of their campaigns. A recent Response Magazine article makes the point that this is “a natural spoke on this evolving wheel of communication.” While the increase in available platforms for consumers to use will continue to evolve, DRTV marketers face the challenge of tracking the activity of their consumers without compromising privacy.
There is no question that the increasingly complex is causing marketers to struggle with tracking effectiveness of TV ads across all platforms. Understanding the multichannel journey consumers are taking, as well as the behavior of the target audience, is crucial to any marketer’s strategy and success. As customer shopping patterns – and devices used to make purchases – continue to change, DR marketer’s ability to create engaging experiences has never been more important.