Are Toll-Free Numbers the Best For Direct Response TV (DRTV)?

November 28, 2011 - In a recent discussion published by Direct Marketing News, Jessica Randazza, manager of brand experience of Digitas, and AJ Khubani, president and CEO of Telebrands Corp., debated the answer to this question.

Randazza asserted that while incorporating digital strategies into an integrated campaign is important, "the toll-free DRTV approach has opened up their product and services to a wider audience by tapping into rural areas of the country with lower Internet use."

Khubani, on the other hand, argued that toll-free numbers have been replaced by the Internet and the growing use of technology. "With the advent of smartphones, tablets and, of course, computers, consumers are more tech-savvy than ever before, and we need to respond to this growing trend," he said.

The verdict?

Direct Marketing conceded Khubani's point that digital strategies are key, but echoed Randazza's opinion that toll-free numbers "still have a high value to brands even as digital integration becomes a higher priority."

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