GLOVES OFF: Does brand have a place in today's DM?

Share this content:

Brand marketers want you to believe that creative, brand position and entertainment hold the keys to successful marketing. In contrast, direct marketers contend that only media that can be targeted and measured with precision are worthwhile investments.

I think both camps have lost focus on what is truly important - developing multimedia strategies and programs that enhance the value of relationships with consumers over time.

The claims that the 30-second spot is dead and that measurement is stifling creativity are false. Both brand and direct marketing can be very effective tools in driving consumer behavior over time. Brand advertising should focus on satisfying a universal need in the marketplace. Great direct marketing focuses on capitalizing on unique needs at a specific point in time.

The challenge today is not about which approach is better; it is figuring out how to create an effective blend of universal, unique offers and messages delivered through multiple media at the right time to drive the best results.

Conceptually, this might sound easy. In reality, it is very difficult to do well. Both the critical competencies of brand and direct are necessary for success. Instead of deploying each independently, brand and direct should be integrated to deliver the best set of outcomes.

The digital and information revolution taking place in marketing has created an ideal environment for marketers who understand what prospects want, and can engage them in the most effective way.

Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here