Understanding The Direct vs. Brand Marketing Conflict

Published in Business Direction on Dec 03, 2018 by Tim Marner™

One of the Most Important Strategies in Online Marketing is Understanding how to Create Different Content for Direct Response and Brand Advertising Goals.

Think of the Two Types of Brand Communications Like This:
Direct Response Marketing Helps People Buy.
Brand Marketing Helps People Choose.

Brand Marketing

The focus of brand marketing is towards building awareness, it's about how you want someone to feel, it's creative, it means something and has a clear simple objective. It’s a bird, it’s a plane, it’s Superman!

Direct Marketing

Direct marketing is about directly telling people what your business or product is and then giving them the option to do business with you right now. Sell sell sell, buy, buy, buy.

What You Talkin Bout Willis?

Direct response and brand marketing have very different goals in mind, which can be seriously fookin confusing for start ups and small businesses who are just starting to explore what their marketing options are.

Choose Your Weapon: Sales or Impact

Direct marketing is used to gauge interest or get the phones ringing quickly, but brand marketing is the way to create a long lasting impression that sticks with customers forever. If your goal is short term, direct response marketing will make you the big bucks immediately, but if you have a longer game plan in mind to impact the world, brand marketing is the way to go.

Conclusion

To make a successful business you should not just focus on brand marketing only, nor should you put all your eggs in one basket on sales. You need a healthy combination of both, don't try doing brand content then only to turn it round at the end to sell, no one likes an ulterior motive car salesman.

Make sure you have clear objectives for your business when it comes to your marketing and remember that everyone wants to feel as though they're part of something bigger. They're driven to connect, to grow, to make a difference. Your customers are passionate about their causes and they love the idea that your brand has one, too. This should really be the foundation of your marketing strategy.

Understand Your Brand's DNA

The human element of your marketing must never be ignored or its importance underestimated.

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