Branding is Important

Branding is Important

This op-ed piece is debating the value of direct response marketing vs. traditional branding efforts.

Direct response folks measure numbers like clicks, sales, and ROI (define). Branding folks like surveys and focus groups; they measure success on qualitative data that seek to measure brand recognition, feelings about brands, and attitudes about companies.

This guy feels that too much of Internet marketing is done by the direct response group and often the value of branding is overlooked because marketers have access to some much data (immediacy, baby!).

One area that he feels completely overlooks branding sometimes is mass emailing. Mass email is seen as annoying junk, and even though you can send out 10 million emails to all corners of the globe, you might be creating a negative view of your website and company.