Direct Response and Performance Marketing: Interview with Corinne Casagrande
For today’s interview, we sat down with Corinne Casagrande, SVP of Strategy & Digital at Broadbeam Media and ALEx course provider to discuss direct response and performance marketing.
You are the expert behind Direct Response 101. Who should take this course and why?
Corinne: Direct Response 101 is a great course for novice marketers trying to get an understanding of all the different approaches to planning, buying and measuring media, or brand marketers who may have decades of experience, but have only ever been held to brand or awareness KPIs.
Measurement and attribution is both an art and a science. Marketers have to make decisions on what they will measure and how much importance they will put on different KPIs. This course helps marketers understand the role of immediate measurement in your marketing mix to help you craft your own philosophy and approach.
How has your experience shaped your perspective on direct response and performance marketing?
Corinne: Previously, I ran a creative agency and served a number of verticals. Then, I moved to performance marketing, and when I did, I realized everything I didn’t know about direct response and performance marketing, even with a background in analytics. It rocked my world. I saw that direct response (DR) was all about accountability — before it was even a marketing buzzword. I was hooked.
Why do marketers need to understand direct response?
Corinne: Marketers have had to adapt to understanding DR and performance-type metrics. Maybe it’s because so many of us come to marketing for the creativity and then have to change to apply left-brained tasks like performance-type metrics. Knowing what your marketing is driving and how it’s performing — this is fundamental to what is being asked of marketers today and really helps drive a more accurate ROI.
What’s the difference between direct response and performance marketing (and why does this distinction matter)?
Corinne: DR is a way of buying, not a thing you buy. It’s a philosophical approach to how you’re looking at and measuring your marketing. Think of the ever-popular Shamwow infomercials, what we would call a yell-and-sell ad. That’s the very basic form of DR because there’s a direct response to a particular call to action.
This is where the distinction between DR and performance marketing comes in. The timescale is different. Whereas DR is the way of selling that gets an immediate response, performance marketing is the overarching idea of tying your ads back to particular sales — and measuring how your ads are actually doing — over time.
How does this course teach about direct response in a new way?
Corinne: In this course, we talk about all the different channels that are good for DR and why. Because DR is a marketing philosophy and not a marketing tool, I think people don’t understand that it has capabilities across various channels.
We also paint a more clear picture of what DR can actually do for your business goals. It’s not all just yell-and-sell. It’s not all just infomercials and call-nows. DR is an incredibly effective approach to marketing, and, as marketers, we are actually behind in terms of measuring performance and improving ROI.
What are the next things marketers need to know?
Corinne: Marketers should understand all the KPIs out there. Sales and leads are, of course, the most important, but learners need to familiarize themselves with the micro-touches on the way to get to that point. There are a lot of little things along the way that are leading indicators.
You also need to know all the acronyms: cost-per-engagement, cost-per-view, cost-per-anything, basically. You have to know the KPIs that work for your business because your business is unique. Even when you’re not measuring a sale, you can recognize these metrics and tie them to a sale. More advanced stages of performance marketing help show you the patterns that work for your business.
Finally, you need to know what “good” looks like and the pragmatic steps to be able to replicate it for your business. You have to be able to set up testing and measurement to find out what’s good so you know what optimization is for you, what to look for, and how to get there.
Corinne Casagrande is the SVP of Strategy & Digital at Broadbeam Media and also an ALEx course provider for Direct Response 101. Broadbeam Media is an independently owned performance media agency that leverages market inefficiencies to deliver profitable growth. An innovator in performance marketing, the Broadbeam team plans and places all media that drives sales for clients and holds every impression accountable.
About Direct Response 101
Direct Response 101 will walk you through this game-changing means of advertising, like how it allows marketers to adapt without wasting a single dollar — making your marketing efforts indispensable. You’ll learn the key advantages direct response campaigns have for any brand over other campaign strategies. You’ll understand the various media outlets available and how to capitalize on each, plus the rules you need to follow to create powerful DR campaigns — the kind that compel your audience to take action.