The more fragmented a market becomes, the greater the need to find new customers and determine which existing customers are truly loyal. Direct response services involve advertising designed to persuade customers to respond by telephone or the Internet, which in turn enables advertisers to take an integrated and individualized approach to communicating with their customers. In recent years, the share of response advertising within advertising as a whole has grown significantly. More and more businesses are looking to discover and acquire potential customers directly and convert them into actual customers as the development of mobile technologies and terrestrial digital broadcasting promises rapid growth for the interactive response business.
Dentsu has a solid record and extensive knowledge in various industries and provides powerful support for quantitative response management. The Company gives full support to more effective and efficient direct response through business simulations, media planning, creative development and fulfillment (contact centers and distribution), combined with customer database construction and management. |