Just a few decades ago, people typically had access to three TV stations, a handful of radio channels and a daily newspaper or two. Direct Response and other advertisers leveraged these channels as best they could to speak to their intended audiences. It was a broadcast approach.
Under those conditions, every marketer and advertiser was doing their business in bulk. When you put an ad on TV, your message was going to every pair of eyes watching when the commercial came on the set. It was a similar experience in the print and radio worlds, too. You ran an advertisement that everyone who opened the paper or tuned in could consider. . .or not. Advertisers paid for those eyes that might be interested, but they also paid for many that likely would not.
Today, traditional media markets have become fragmented. No longer do we get our news from only three TV stations. There are digital news outlets that cover everything from pet ownership to health and fitness and how to apply cosmetics.
Direct Response marketers can use this diverse landscape of technology and content to put their clients’ goods and services in front of the audience most likely to be receptive. It’s called market segmentation, and it means the right audience can be reached more readily than ever – without spending unnecessary ad dollars to reach people most likely to be interested in a product.
Where some might see a crisis in this fragmented marketplace, others see an opportunity. For Direct Response marketers, the opportunity has never been greater. Because of market segmentation, Direct Response marketers are able to not only put their clients’ products and services closer to the customers most likely to buy, but they’re also able to save their clients’ money by bypassing people unlikely to buy. It’s not broadcasting any more, it’s narrowcasting.
Properly done, this can allow Direct Response marketers to save their clients’ money by not paying to advertise to an overly broad consumer market. Jonathan Cronstedt, president of California-based Kajabi, an integrated marketing automation
YouTube, the Internet’s premier resource of free video, is an advertiser’s gold mine because of its ability to manage market segmentation for its advertisers.
YouTube offers a wide variety of targeting methods, such as demographic groups, interests, placements, and remarketing lists, you can reach specific or niche audiences based on who they are, what they’re interested in, and what content they’re viewing.*
Selling a line of small amplifiers and other musical equipment? Place it among the “learn to play guitar” instructional videos. Promoting a financial firm? Run ads at the beginning of tax preparation video podcasts. A client sells the warmest jacket on the market? Put a one-click link in the middle of a video about life at Mt. Everest base camp.
Another advantage, YouTube keeps track of what people watch on its own. The service pays attention to what its users consume and populates its page with ads tailored to individual users. If a company’s target audience is a tech-savvy person who watches a lot of game tutorials, YouTube has a good idea of who would want to look at them.
Our clients, including the legendary liquid rubber seal coating Flex Seal, custom stuffed animal and novelty toy manufacturer CustomPlush.com, and Zoom Tubes, the RC car racing lightshow, have success with this direct response approach.
For more information on buying media that sells and how market segmentation can help you sell more products, contact Diray Media today.
*Source: Google/YouTube: https://support.google.com/youtube/answer/2454017?hl=en
