Wake up to the end of the direct vs. brand war
While to a large extent successful direct marketers have embraced incorporating brand elements in direct campaigns – notably transpromo billing, data capture on brand Web sites and sale channels directly tied to social communities – many institutions ignore the idea that direct should be incorporated into brand. To this folks I say, “Wake up! The accountability cat is out of the bag.” When brands like Coca Cola and McDonalds invest in mobile and CRM it’s because they want direct data. Studies like this perpetuate the myth that brand and direct are still battling over online spend –it’s one incorporating strategy or it’s not working.