Brand-direct marketing requires a careful collaboration between these two formerly isolated practices. No longer is it an "either/or" situation. Instead, direct marketing allows us to strengthen the brand, to go deeper into it. Direct marketing essentially puts the customer in control of the relationship, and in so doing it allows the marketer to substantiate the brand image.

Traditional marketers won't hesitate to place a measurable ROI on direct marketing campaigns, but they would never dream of placing such "restrictions" on brand advertising campaigns. In fact, traditional advertising agencies quickly eschew the idea of measuring ROI within an ad campaign, claiming their efforts have an effect that is beyond measurement.

Yet the concept of brand-direct marketing is plainly measurable not only in the number of new customers it brings in, but in the retention and advocacy of loyal customers as well. Perhaps this is why so many traditional advertisers have been reluctant to move online: because Web advertising, with its ability to combine brand and direct into the same message, makes brand advertising more accountable.

If brand-focused messages can help convert new customers into loyal advocates, isn't that measurable? And if branding can combine with direct marketing mechanisms to transition users from consumers at large to suspects and subsequently prospects, shouldn't it be held accountable as such?

If you're an advertising executive unaccustomed to measuring results, you're answer is "no." But if you're an in-house marketing executive looking for intelligent ways to improve your marketing efficiencies, the answer is a resounding "yes."

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About the Author:
Paul Epstein is the CEO of High Voltage Interactive, an online marketing solutions company specializing in lead generation and customer acquisition services. Paul may be contacted at paul@highvoltageinteractive.com.

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