No need to sacrifice brand for sales

Share this article:
Jeff Haggin
Jeff Haggin

Marketers' two big weapons have been judged very differently. Brand market­ing — managing consumer perception — has been gauged by studies that measure brand health. Direct marketing — moving consum­ers to purchase — has been judged by sales response. But the rules have changed.

These times demand advertising account­ability and ROI. Better measurement tech­niques and technology exist to monitor and communicate through an increasing number of direct marketing channels, while increasing the ability to drive Web activity and transac­tions. Meanwhile, budgets keep tightening.

Marketers now need to simultaneously establish a strong brand and achieve measur­able sales results, uniting branding brain and transactional brawn. But we should under­stand the key drivers to successfully teaming up these once-separate marketing forces.

Maintain consistent brand delivery across online and offline channels, and across brand and direct marketing messages. Consumers now encounter all brands offline and online and across the spectrum of brand and direct communications. Only absolute consistency articulating the brand will reach consumers with the full impact of all communications.

Be as flexible as the medium demands. You won't succeed with one-size-fits-all cam­paigns. You may have to coordinate all mar­keting activities so that they work in concert to simultaneously create impressions and sales. Or the best move could be a holistic approach where every single ad, DM piece, and press release carries your message, aimed together to elicit a response.

Consider all the opportunity at Web-enabled touchpoints. A transaction or response can take many forms, from asking for more infor­mation to placing an order. We can measure all of these activities and move a prospect closer to purchase. And they are all possible because of the Web, providing marketers with valuable data and metrics to forge a relationship, make a sale, and develop a loyal customer. The Web not only makes a new approach possible, it necessitates it. Online communications and Web presence disconnected from offline com­munications with strong brand representation will confuse prospects who are only one click away from a competitor. To make that criti­cal, penetrating connection with consumers, marketers must present a consistent look and feel across channels.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.

Epsilon Rebrands as End-to-End Marketing Solution

Epsilon Rebrands as End-to-End Marketing Solution

The goal is to flame the perception that technology and creativity live under one roof at the company, says President Andy Frawley.

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.