| There’s a war going on in the marketing world which is all behind closed doors…it’s been raging for decades and I seriously doubt it’s about to fizzle out anytime soon…
And that’s the war of the words. Seriously. Since the dawn of marketing, there’s always been a divide between creative agencies who push branding and those who stand firmly in the direct response camp. And this is extremely significant for you as a business owner because it’s going to directly impact your bottom line – which is why you need to pay attention to this week’s blog post! Branding is also known as mass marketing and is designed to remind your audience of your brand and your offers. The big idea behind branding is that increasing exposure to your brand means you stay top of mind for potential prospects – and this means that when people need what you have to offer, they’re more likely to buy from you. Brands such as Coca-Cola, Nike and Apple do brand-based or mass marketing, and actually, most marketing you see on TV, radio, print etc tends to fall into this category. However, there’s a huge problem with mass marketing – aside from being difficult to successfully execute, it eats up two things – time and money. Your ads need to be shown across a variety of different media for an extensive amount of time. Brand agencies tend to call these ‘saturation campaigns.’ Direct response marketing on the other hand, is a different ball-game altogether. This type of marketing is designed to generate an immediate response from consumers and is the kind of marketing YOU should be doing in your business. Unlike mass marketing, each response can be tracked and measured – and this means you can clearly attribute ROI to individual ads. This is why if you’re a small business, direct-response marketing is the ONLY marketing you should EVER consider! Anything else is a complete waste of your time and money…
|
