Direct response marketing is easily one of the most powerful tools in mobile commerce. If you think the extent of what we’re talking about is a photo-triggered message with a link to a mobile website, think again. The possibilities with direct response marketing are endless.
Part of what makes direct response so powerful is its uncanny ability to turn a shopper into a buyer. When a consumer sends in a photo of a product, they can receive promotions and offers relevant to their location and their personal profile— what brands they’ve taken pictures of in the past, their age, gender, and more. Coupons and discounts that can be used immediately will clinch the deal right then and there. Photos can also work smoothly with loyalty and rewards programs, allowing customers to rack up redeemable points for every photo they submit.
More than just offering incentives for customers to buy the products they photograph, mobile commerce can be integrated directly into the brand photo flow. Users can have the option to buy products they’ve taken pictures of right from their phone with Pongr’s secure SEE.SNAP.BUY.® system, which can work with our other photo tools or be embedded in a branded mobile app.
Aside from driving sales, direct response is invaluable for building a lasting brand–consumer relationship. Advertising that flows in only one direction, from brand to consumer, is outdated. Photo marketing has the power to make TV, print, and packaging interactive with dynamic, exclusive content.
Direct response marketing has a lot to offer the consumer, helping to cement the brand’s image and value. But the photos themselves are incredibly useful for the brand. They offer brands a chance to see the product through the eyes of the consumer and get a better idea of how they’re interacting with the brand in the real world—in home, in store, in café, in restaurant, in airport, everywhere. Earned media is also incredibly powerful because of its perceived authenticity, like superpowered word-of-mouth.
So forget everything you think you know about direct response marketing. It’s not about QR codes that just send you to a mobile site. It’s about dynamic, engaging content that continues to surprise and delight, forging a lasting, meaningful relationship between consumer and brand. If you can think of it, you can make it happen with direct response photo marketing.