Direct response marketing vs branding

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Direct response marketing vs branding

When you’ve only got a limited marketing budget, and let’s face it, all budgets are limited, you want to get the biggest bang for your buck. And that means campaigns that bring in leads, sales and conversions. 

But if you only focus on more direct response forms of advertising, such as lead generation or conversion, you could be missing out on a crucial element of the picture – brand awareness. 

Think about McDonald’s, Coca Cola, Nike and Apple. Why do you instantly recognise and associate certain words, products, and logos with these companies? It comes down to brand marketing.

How do you do it? That’s what I’m going to tell you in this article. Specifically, I’m going to show you how brand awareness should, in most cases, be a part of your marketing campaign mix. 

Before you panic and switch all of your direct response campaigns to brand awareness, I’m going to give you the facts. It’s definitely not an either-or approach. Branding and digital marketing strategies rarely are. It’s about using data to guide your decisions and drive the best results from your campaigns. 

In this article you’ll get the lowdown on:

  • What is brand marketing and the difference between brand awareness and direct response campaigns.

  • Why you should be considering brand marketing in your Facebook campaigns.

  • The strategies you can implement to use Facebook brand awareness objectives to get results and the factors that may impact this.

  • Why marketers in 2021 should be developing a full-funnel approach that includes both direct response and brand awareness goals.

This is all practical, actionable, data-driven marketing gold. So let’s get into it. 

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