Brand marketing vs. Direct marketing
"Half the money I spend on advertising is wasted; the trouble is I don't know which half." -- John Wanamaker
The radio was created to sell ads.
The television was created to sell ads.
Both are the platforms of a brand marketing world.
The internet was not created for ads.
The internet is not mass media.
The internet is the platform of a direct marketing world.
The internet is a micro-media
The internet is a personalized media.
John Wanamaker would have liked the internet.
Examples = Brand marketing
Mass + Passive
Low ability to measure
Professional editorial environment
Super Bowl ad
Pay upfront for space/audience
Fortune 500s
Vogue + Atlantic magazines
"Cool Kids"
Examples = Direct marketing
"Call To Action" = Buy Now
High ability to measure
Amateur editorial environment
Targeted audience
Infomercials
Pays for itself
No Fortune 500s
Patreon + Subscriptions
"Rebel Kids"
* BTW: Born in Philadelphia in 1838, John Wanamaker pioneered the department store concept, invented the price tag, and was known as a pioneer in marketing.
-Marc | Founder @ Caracal
