A call to action is an effective campaign technique for engaging a viewer. Typically, this includes buying a product, visiting a web address, downloading an app, etc. As technology evolves, so will call-to-action messages. Technology such as digital billboards with live tweets or QR codes on buses engages the public and gets them involved in your campaign.
Call to action advertising generates great results because it appeals to our human tendency to learn by doing. When consumers feel the desire to take an action, they're actively learning about your company, brand, or product. This basic marketing concept is grounded in Adult-Learning Theory, which tells us that people retain more information for a longer amount of time when we’re actively doing something with that information. In this instance, that information is you: your product, service, sale or event.
A call-to-action campaign can run short term (days, weeks or a few months), and can be successful quickly as long as your media mix can reach a high percentage of your target audience in that short time frame. This media mix should be able to quickly execute time sensitive campaigns, new products or seasonal specials that consumers should take advantage of within a set period of time. The benefit of this campaign is that you are able to capture the consumers' attention and have them act upon a particular promotion immediately.
Don’t overlook how social media gives you new and easy ways to advertise a call to action. Tying your Twitter or Facebook account into your campaign, your ad could be asking customers to simply “share” or "like”, to engage in your promotion or retail opportunity.
Remember, consumers are less likely to respond to a call-to-action campaign if they are unfamiliar with who you are and what you offer.