Call to Action (Marketing)

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Call-to-action (CTA) is a marketing term that in the advertising and sales is common and a call to action is. It refers to any means designed to produce an instant response or to promote an instant sale. A CTA most commonly refers to the use of words or phrases that can be included in sale scripts, promotional messages or websites that encourage consumers to act immediately.

definition

In marketing, a call-to-action (CTA) is an instruction to the audience that is meant to generate an immediate response, usually with an imperative such as " call now ", " find out more " or " visit one of our branches today ". Other types of call-to-action may provide consumers with compelling reasons, such as an offer that is only available for a limited time (e.g., " Offer will expire soon "; " While stocks last ") or a special offer , which is usually accompanied by a time limit (e.g., " Order before midnight for a free gift "; " Two for the price of one. For the first 50 callers only !"). The key to an effective call-to-action is to provide consumers with compelling reasons to buy quickly, rather than delaying the purchase decision. A CTA can be a simple, non-demanding request such as “ pick a color ” or “ watch this video ”, or it can be more complex. An obvious CTA would be a request for the consumer to purchase a product or provide personal and contact information.

application areas

Many marketing materials such as brochures, flyers, catalogs and e-mail campaigns use instructions that, based on the call-to-action principle, are intended to show the consumer how to take the next step in order to create a sense of urgency around the offer .

In order to get as many reactions as possible, salespeople or sales representatives use certain words and phrases to generate desirable responses from potential customers. Effective triggers are often intended to evoke emotions or a defiant reaction and are therefore often integrated into sales scripts. Many strategic sales pitches often involve a series of small CTAs that lead to a final CTA. These smaller CTAs are intended to form a behavior pattern for the recipient , which later makes it easier for them to follow the last call to action. A more demanding requirement for a product or further interaction is more likely to be made than if this possibility had been presented without context. An example could be buying a designer watch. The seller could ask the consumer to choose a style, then a color, a size, and even a personal engraving. When the customer views the personalized design, it is more likely that they are predisposed to complete the purchase. The sales rep can complete the sale by asking, "Do you want to pay by credit card or cash?"

Individual evidence

  1. ^ Eisenberg, B., CALL TO ACTION: Secret Formulas to Improve Online Results, Nashville, Tennessee, Thomas Nelson, 2006, p. 20
  2. ^ Writing a Better Call to Action. Retrieved June 18, 2019 .
  3. ^ Philip Kotler, Kevin Lane Keller: Marketing Management . 14th edition. Prentice Hall, 2012, ISBN 978-0-13-210292-6 , pp. 812 .
  4. ↑ Niblick, Jay .: The profitable consultant starting, growing, and selling your expertise . J. Wiley & Sons, 2013, ISBN 978-1-118-61637-6 .