Direct Response vs. Brand? It’s Futile!

Overview: The writer of this article tries to describe the changes in consumers’ conduct that demand a blend of Brand and Direct Response strategies. Behavioral Marketing links accountability between the two disciplines. The article starts with the example of WRNR. Three of the eight FAQs on the WRNR Website (www.wrnr.com) deal with increasing station signal strength or improving reception across the broader Washington, D.C. area. Clearly, demand is outstripping supply. WRNR thrives by realizing that sophisticated listeners do not define themselves by the rigid formats established by traditional radio programming. Online behavioral marketing not only encompasses both Brand and Direct Response, but it is the bridge that connects the practices and all of the subtle distinctions of consumer action in between. When forced to choose where online marketing belongs, the vast majority of corporate marketing management invariably falls back on the concept that is the simplest to understand -- Direct Response. According to the writer, this is the biggest roadblock to behavioral marketing and the online medium gaining more client dollars.

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Format: HTML | Date: Sep 2003 | Pages: 1