Back in March, we discussed the difference between direct response (DR) and brand marketing.
Quick Recap. There are two very different types of marketing:
Branding: Creating a unique image, feeling, and/or design in the mind of customers and prospects.
Direct Response: Eliciting a specific and measurable response to a clear call to action (CTA).
The important words in that definition of direct response (DR) are specific and measurable.
Direct-response marketers drive traffic toward a measurable response, like a lead form opt-in or a purchase. Then, they assess the Return on Ad Spend (ROAS) and other metrics to see if things are working.
Facebook, Google, YouTube, and Snap are all reporting that…
… brand advertising has plummeted off a cliff while direct-response advertising has been a bright spot during the COVID-19 pandemic.
Decreasing click costs in many verticals and niches has further amped up spending on DR campaigns that can prove their worth to the company.
theCLIKK’s Take: It’s not that it’s a bad time to be building brand equity with your ads, but it makes perfect sense that ad spending (like every cost) has to justify itself at the moment. Just be sure to mix some DR campaigns in with any of your brand-building efforts.
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