Marketing Advice: Branding vs. Direct Response
Enhancing awareness through marketing and branding in Washington DC is only one component of a marketing strategy. Enhancing awareness in DC can be done through Facebook or Google advertising, and it's a great way to preempt a new direct marketing campaign. Through branding, you build awareness, and you let people know that you exist.
Impressions vs. Actions
Perhaps there are new interesting things happening with your company, and your advertising is focused primarily upon impressions. Here is some marketing advice: Determining how many people are viewing your advertisement, and how many people are becoming acquainted with your brand could be regarded as a strategy for priming a future buying decision. You may be focused upon forming a relationship in the mind of the market that your brand represents a specific product or service or solution they need. This content is provided to you for free by Full Spectrum Digital Marketing in Washington, DC.
Branding is Not For Immediate Revenue
However, building the brand and building awareness in Washington, DC is not equivalent with building direct responses to advertisements. Direct response digital marketing campaigns are focused upon getting a user or getting a client or customer to take an action such as signing up to the member of your email database or signing up to get more information and have a call back. These are direct response strategies that bring you closer to your leads and build direct relationships between the people who work within your organization and the people your organization wants to work with.
Again, building a brand through digital marketing in DC is equivalent with building awareness. For example, you're simply showing advertisements of Coca-Cola multiple times throughout the day but you're not asking for the sale. In the end you're simply letting people know . . . Coca-Cola is a great drink and you might want to take a test some time when you are in the shop.
Direct Response & Time Duration
Conversely, if Coca-Cola ran an advertising campaign in Washington, DC, in which they were promoting a time sensitive sale on a very unique product that you can only get it within the next 14 days . . . This is Direct Response. They're actually advertising in order to make a sale. Of course, you may be reading this and wondering OK . . . So why on earth would I do anything except ask for a direct response? And the answer to that question is going to vary depending on who you're speaking with!
Folks who provide marketing advice and advocate for direct response digital marketing campaigns are folks who advocate for getting the client relationship immediately and as soon as possible. In fact it's usually the most effective digital marketing strategy for small businesses, where cash flow is a very important component of building your business to keep it running. However, much larger companies have the advertising and digital marketing budget available to pay for a Super Bowl commercial where the first 25 seconds of the commercial they're purely promoting an interesting story or theme for entertainment purposes. They don't even let you know who the advertiser is until maybe the last five seconds . . . Then they only say we're Coca-Cola or we're Mercedes, so get one some time!
These are typically brand-building fun marketing commercials, and you'll remember them for that. However, they didn't encourage you to go out and buy something now through their digital marketing strategy. Therefore, the branding strategy it's more of a long term strategy that you build over time in order to maintain top of mind awareness with your clients or your customers. Meanwhile, direct response digital marketing is a way of getting your clients or customers to take an action as soon as possible.
Branding vs. Direct Response
It's usually best for small business or if cash flow is the objective . . . which it usually is . . . Particularly if you feel that getting that immediate response is going to assist you in building your digital marketing database and building your relationships so that you can then build your brand over time. We typically recommend that folks focus upon direct response digital marketing. Next, focus upon nurturing the client relationship, and build your brand over the long term.
This content is provided to you for free by Full Spectrum Digital Marketing in Washington, DC.