What is the function of a "call to action" (CTA) in marketing?

The function of a "call to action" (CTA) in marketing is to prompt consumers to take specific actions. A CTA serves as a direct instruction or encouragement that guides potential customers toward the next step in the buying process. This can include actions such as clicking a button to purchase a product, signing up for a newsletter, downloading an app, or any other desired action that leads to engagement or conversion.

The effectiveness of a CTA lies in its ability to create a sense of urgency or importance, encouraging consumers to act immediately rather than procrastinating. A well-crafted CTA is vital for driving results in marketing campaigns because it focuses on the outcome that the marketer wants—whether that's generating leads, increasing sales, or enhancing customer interactions.

Other options, while potentially relevant in different contexts, do not encapsulate the primary purpose of a CTA. Promoting brand loyalty relates to building long-term relationships with customers, detailing product features focuses on informing consumers about the product itself, and increasing social media followers is a strategic goal that doesn't necessarily require a direct call to action.