Why Every Direct Marketer Should Be a Brand Manager
Ben Plomion has an interesting opinion piece titled "Why Every Direct Marketer Should Be a Brand Manager" up on Digiday's blog.
He prefaces by stating most consumers have a single relationship with a brand. They develop generally good or bad feelings about the brand and its products, and those feelings inform their purchasing decisions — often for a very long time.
But Ben points out that direct marketers tend to see brands in a very different and more complicated way than consumers. Rather than thinking about the brand as a whole, direct marketers view a brand in terms of the marketing channel (Web, display, search marketing, mobile, social) that it specializes in, as well as by customer segments and geography.
To see where the rest of this debate goes, check out the full article here.