Brand Marketing vs
Direct Marketing
Don’t sabotage yourself measuring the wrong metrics
Brand Marketing
Culturally oriented and CANNOT be measured
Consistently share your identity, your values, with your personality. (ie) visually loud, technical, colorful, casual, etc.
Not measurable, but meaningful.
Direct Marketing
Action oriented and it IS measured
Get individual to take an immediate action. (ie) visit your website, consume your content, signed up for newsletters, purchase your product/service.
Needs assigned values to actions. (ie) calculating your cost per click, etc.
Brand marketing will determine your long term success
It’s the way you tell the story of who you are. It is not focused on the short term goals. It’s about nurturing your brand image for the long term goals, which will have a huge impact on your business’ success. It’s what allows a shirt to sell for $5 and another for $50.
Brand marketing done consistently with a proper strategy will bring awareness and allow people to recognize the values and identity of your brand. Stop measuring Facebook, IG likes, or YouTube views as if that affects the way you tell your story.
Direct Marketing helps you set and improve your sales goals w/ metrics.
It’s how you get your target audience to engage with your product/service, whether it’s getting permission to show them more, or finalizing the sale. You should be able to track how much you’re spending from, say, running an ad, all the way to closing the sale. For example, if your $600 Facebook ad leads to 900 clicks and 300 sales of your product, it breaks down to a cost of $0.67 per click and $2 per sale.