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When it co
mes to online marketing, advertisers will usually have one of two objectives: to either create brand awareness or to get a direct response. Many of the brand advertisers are some of the world’s largest companies, such as McDonald’s, Walmart and Coke. On the direct response side of the spectrum, you will see the type of advertisers who might not be as well-known but need to use the internet to sell more products.
The first thing that I would like to make clear is that neither one is good or bad. It really depends on the needs of the advertiser. According to the DM2PRO, brand advertising is poised to surpass direct response in 2012; almost 2/3 of marketers mentioned that they will be increasing their branding budget in 2012. About 60% of advertisers have also said that they will be moving some of the budget from direct response to other branding initiatives.
It goes to show that while sales will always be critical to any advertiser, people are realizing that creating exposure for their brand is something that cannot be ignored. Having consumers become comfortable with the brand can definitely help the bottom line.
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