Incorporating Psychographics into the Index
Due to the rise of social media and other innovations in advertising and technology, we live in an age in which brands and celebrities can go beyond basic communication with consumers and fans to engage with them in more substantial ways. And the key to any successful modern marketing campaign is not merely to reach the desired target audience, but also to attain a level of meaningful engagement that aids in customer acquisition.
The direct response marketplace has long focused on advanced customer acquisition metrics, and brand advertisers are now catching up to DR by focusing on measurable, ROI-driven media. A well-executed celebrity endorsement has been a successful strategy in the brand and DR advertising arenas alike; the right spokesperson relationship is proven to enhance brand awareness and affinity, and boost response rates for DR marketers.
