The Challenge of a (Really) Short-Form Direct Response Ad
It’s challenging for direct response marketers to fit all of the key elements of a good direct response ad into the space of a Facebook ad, Instagram ad, or Twitter post.
Students in my direct marketing class at Rutgers were tasked with finding direct response advertisements in different media and detailing what made the ads direct — as opposed to general awareness advertising. Things like targeting, personalization, call-to-action, specific offer, etc.
Because their media consumption is almost exclusively online — social media, SMS, YouTube, and sometimes email, it’s not surprising that their examples showed the limitations of the media they consume.
The unlimited palette of the traditional direct mail kit, where repetition could be used to hammer home benefits and stimulate response, is all but extinct for this target audience.
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