Companies ‘must brand’ to expand
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B2B direct marketing professionals have been advised they must embrace branding in order to boost sales.
Marketing consultant Bob James claimed branding remains essential to any marketing efforts, as does knowing what interests a target market.
He noted: "Knowing your audience's catch factor and letting them know you know are crucial to growing attendance."
Mr James made his comments at the Direct Marketing Association of Washington annual Association Marketing Day, where he was joined in a panel discussion by a range of top marketing professionals in the US.
Elsewhere, figures from data business dbg recently showed almost all (98 per cent) large businesses have now embraced branding and multichannel marketing in order to get ahead.
Mike Lordan, chief of operations for the Direct Marketing Association, stated that compiling data lists on interests and information regarding clients is also a popular practice that is driving forward marketing growth.
Posted by Julie Knight, Managing Director – General Marketing, Industry News
Branding has always been a key factor in boosting sales. The only difference now is there are several more channels of marketing available. Being a Direct Marketing and Mailing List professional, direct mail has always been effective in branding. Now being able to combine it with PURLs, social media and more, it has become that much more effective in branding a company’s name. It should not be based on the initial response of the first mailer, but over time after marketing to the same households.