ASK THE BOARD: Call and Response

What “calls to action” deliver the best results, and how are those results measured?
This week’s question is answered by members of the DSE Advisory Board
Read the Answer by Manolo Almagro

“The effectiveness of a CTA has a lot to do with the context of the message. ‘Buy now’ buttons on social media, mobile or e-commerce sites are designed for a very different experience than the addition of a ‘Buy Now’ or ‘Buy One – Get One Free’ message in the context of shopping at a physical retail location.”
Senior Managing Director, Innovation + Technology – TPN

Read the Answer by Wade Forst

“In the now mobile-obsessed world of engagement, our environments and habits within these smart spaces are changing. Our relationship to media, services, commerce and even people are being enhanced by digital platforms…”
Senior Director, Emerging Experiences – Razorfish/San Francisco

Read the Answer by Phil Lenger

“When you call, make sure they can answer immediately and get something right away for the effort. Marketing psychologists understand that this is a fundamental principle in attracting audiences.”
President & Creative Director – Show + Tell

Read the Answer by Rick Robinson

“Simple, easy to understand and contextually relevant calls to action always perform best. It’s all about delivering immediate utility to the viewer/consumer. The public wants time, fun or money and, like a small child, they demand it right now…”
Partner/Chief Operating Officer – Billups

Read the Answer by Daniel Wilkins

“In my experience, the best calls to action for digital signage all involve the use of the mobile phone as the conduit. Digital signage is experienced when a person is out of their home and going about their day.”
Chief Client Officer – Agency 672

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