Smart DRTV campaigns

How can a DRTV campaign compel viewers to take action and win in the long run? In this age of varied media like the television, the internet, radio, mobile phones, cinema, newspapers, magazines, etc, a good DRTV campaign needs to break through the clutter and grab the viewer’s attention. Not only are consumers exposed to various media simultaneously, but they are also becoming adept at consuming simultaneously. For example, people watch TV and compose a mobile SMS at the same time. They listen to the radio and read the newspaper at the same time.

The right way to keep consumers focused on a product in this world of attention dividing channels is to create DRTV messages that are astute and relevant to the consumer. These messages will catch their attention and resonate with them in order to motivate them to purchase your products now or remember the information for the time when they're ready to act. Integrating other media like the internet and direct mail, reinforcing the campaign with print media and/or radio, going retail – these are smart ways to make a DRTV campaign a successful one.