Branding
A traditional advertising method used to create an
acquired response from a target audience based on cumulative
impressions and positive reinforcement. These ads are not purchase for
the sole purpose of generating a click or visitor. They are geared towards
increased product or company name awareness and lifelong customers.
Direct Marketing
A direct communication to a customer or business that
is designed to generate a response in the form of an order, a request
for further information, or a visit to a store or other place of
business. (Also called Direct Response Advertising)
I've been spending a lot of time thinking about the idea of branding
versus direct marketing. Both of them have their value and their time.
When is that though? In my mind branding is to be done to benefit your
direct marketing efforts. It places your company and products in the
forefront of a buyers mind when they go to make a purchase of your
product. It then becomes essential to get in front of the right people
at the right time so that when they are in front of your product they
are driven to make the desired action you are hoping for. To brand
effectively requires difficult campaign planning, development and management.
At this point direct marketing, specifically
advertising, is then placed in front of the user that helps to drive an
action. Direct marketing is more, to put this simply, direct. It is way
easier to measure a direct marketing campaigns effectiveness especially
online.
When a company decides to brand it needs to be very blatant in it's attempts and should have some value associated with it and should not be an excuse for failed direct marketing attempts.
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