It is important to understand the difference between Brand Marketing and Direct Marketing so that you can be sure that you are using the correct approach in you marketing strategy. Failure to understand the difference could lead to confusion in your marketing message and result in a poor return on your marketing investment. This article looks at the differences between Brand Marketing and Direct Marketing and how to best utilise these approached for your business.
Brand Marketing
The main purpose of Brand Marketing is to build and increase awareness of your brand in your marketplace. This tends to be a long-term strategy which, if done properly, will results in increased awareness of your business and its products and/or services. Building trust and commitment to your brand will ultimately lead to increase sales and greater profits.
Brand Marketing should be designed to differentiate your business and its products or services from those of your competitors by making a clear and positive connection in the minds of your customers with your brand and the products and services you provide.
The main advantages of Brand Marketing are that if done successfully it will create a great deal of awareness of and trust in your brand in your market which will ultimately result in increased sales. In addition, it will enable you to introduce new products and services into your market more easily than lesser known brands.
The main disadvantages of Brand Marketing are that it is a long-terms strategy and is, therefore, unlikely to generate short-term results and also that it is very difficult, if not impossible, to measure the results.
Direct Marketing
Direct Response Marketing is specifically designed to elicit an immediate response from your target audience. The exact nature of the response will vary depending on the type of business you are in and your overall marketing strategy but will include outcomes like purchases, visits to your web site, a contact to set up a meeting etc.
The main advantages of Direct Marketing are that if successful it will quickly result in an increase in sales and also that it is easily measure the results so you can quickly tell if it is working or not. This allows you to test and measure the impact of your marketing and quickly make changes to your strategy depending on the results.
The main disadvantage is that Direct Marketing tends to be offer-lead and will tend not focused on your brand. This will, therefore, not help to build a strong awareness of your brand in your market.
Combined Strategy
Combining both Brand Marketing and Direct Marketing would seem to be an obvious strategy. However, while this is true, it has to be done with care and thought in order to avoid causing confusion and ultimately failing to achieve the desired results. For example, Direct Marketing will often promote special offers to encourage people to respond. If you are trying to build a premium brand then offers and price cutting could devalue your brand by associating it with offers and lower costs. This is not to say that you should not do it. It simply means that you have to approach it with care and thought to ensure that you do not devalue your brand values and identity.
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