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The SocialCode Direct Response Playbook

December 18, 2017

Direct Response Marketing, Playbook, Advertising, Social Media Advertising, Paid Social, Direct Response, Best Practices

Learn How to Find Success Using Direct Response Marketing

Marketing campaigns fall into two main categories: branding and direct response. Branding campaigns focus on increasing broad awareness, consideration, and favorability for a brand. They are far less sophisticated and targeted than direct response (DR) campaigns. DR is a form of marketing designed to elicit an immediate response or action from consumers. Digital campaigns that aim to drive action are, unsurprisingly, more difficult to execute than branding campaigns; they require a full-funnel strategy comprised of rigorous targeting, audience segmentation, creative, measurement and more.

To help you ramp up your DR strategy, we’ve put together some guidelines for your brand’s DR initiatives. After reading this playbook, you should be able to:

  1. Understand the difference between branding and DR
  2. Familiarize yourself with top stats and trends in DR marketing
  3. Learn best practices for driving action with digital campaigns
  4. Align your ads with a desired action and Identify which creative units and elements will boost your conversion rate
  5. Tap tools like SocialCode’s Audience Intelligence to segment your audiences to better understand your customers and align your bidding strategy with your business objectives
  6. Use the right measurement study to gauge the success of your DR campaign on Facebook, Instagram, Pinterest, YouTube, Twitter, and Snapchat


**For the best experience, view this playbook in Adobe Acrobat with the most updated version of Flash Player


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  • Diana Gonimah, Senior Content Strategist