Direct IS Brand Marketing

There's a surge in marketers focusing on direct marketing. Some of which is due to the economic situation reducing budgets. However, those who have figured out that direct marketing IS brand marketing can rest easier because they're accomplishing both by marketing smarter.

The reason is more attention focused on customers. What they need, what they want to know and how to better serve buyers can have a huge impact on your reputation (brand) with them.

When companies leverage thought leadership in their direct marketing communications they also raise their credibility with buyers. And, when their content is developed from the customer perspective, a funny thing happens—they talk to each other! And getting buyers talking to each other [and their external peers and colleagues] about your company is huge.

According to research, anywhere from 7 - 21 people can be influencing the decision to purchase for a complex sale. Content that addresses the needs of each of these B2B buyers is going to make a lasting impression on them about your brand. Each of them.

Plus, think about the exposure opportunities available for the content you use for direct marketing programs. It may be suitable for exposure on an industry community site, referred to by bloggers and discussed on social networks. It can also position your company to be an expert resource for media articles.

Branding is fine, but it's also inherent in well done direct marketing efforts and, when thought through and leveraged from different angles, may get your company more attention, more reaction and more interactions than other types of branding efforts.

So, if you have to focus on one or the other, choose direct marketing. Include the opportunities in your content strategy so you develop high value pieces that are appealing for use in a variety of venues. The impact can be amazing!