By: Johana M. Caba, M.A.
As a marketer, it's important to understand the difference. Your Call-to-Action (CTA) will vary depending on the type of campaign you are implementing. You shouldn't ask for the sale CTA when you are implementing a brand campaign or to raise awareness when you are implementing a direct campaign. So, what's the difference? It can be confusing, but you need clarity to avoid getting lost.
Brand marketing is about raising awareness and building reputation and community. It's about engagement and building credibility within the target community. Brand marketing campaigns don't have direct KPIs or key performance indicators. They are harder to measure because they are more culturally oriented. Their purpose is to raise awareness about the product or brand through carefully created messages that are conveyed through every point of contact a prospect has with the brand.
Direct marketing is about action. These actions can be measured. They are the CTAs. For example, how many sales you made through the campaign or how many people subscribed to your service. The purpose is to make that sale!
MAKING AN IMPACT VS. MAKING CASH
Brand marketing helps you become top-of-mind for your potential customers or prospects. You are raising awareness about what you offer and about your solution to the problem your audience faces. You are showing them how you work, giving them behind-the-scenes clips, and involving them through engagements on social media. Brand marketing helps your audience feel like they are part of your community, like they have a voice, and like their voice matters to you.
Direct marketing is about making that sale. It helps people buy your product. But, there is a catch. While people can simply buy your product because they see it in the grocery store or it's the first thing that pops up on search, most people will do their research first. Without brand marketing, it's hard to make that sale. Your direct marketing needs your brand marketing. You need to raise awareness and build that community before you can sell that product or service.
Lastly, how does social media play a part? Social media is an amazing platform for raising awareness and building a community. It is a two-way channel of communication that allows you to communicate directly with your audience, and allows them to communicate directly with you too. On social media, your messages have two purposes that go hand in hand with direct and brand marketing.
When you pay for ads to deliver your message to your target audience, your message should encourage direct action (buy, subscribe, sign up). When you earn attention through your messages on social media, your massage should raise awareness. But, don't get caught up on likes and comments to measure success. Many people can see a post, read it, but not like, comment or share. Yes, those are great indicators of your content performance, but they are vanity metrics, you can't focus all your attention on these metrics.
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