The goal of advertising is to increase brand awareness along with creating an emotional connection to the potential buyer. Whereas direct marketing is designed to get the customer to move towards the completion of a transaction. Direct Marketing can be seen to be effective as brands can quantify the results more effectively. Main stream advertising is hard to measure exactly for many reasons. ‘Even though you know your TV advertising is meant to reach a certain market and about of people, how do you know what impact it actual had? Without knowing for sure and if the advert evoked customers to purchase your brand, is it all a complete waste? I guess that depends on your original goal - was it to create aware customers or actual customers.” Continues Matthew Goodchild CEO of Open Advertising
Open Advertising is a Manchester based sales and marketing company that spcialises in the telecommunications industry. The company has developed and perfected the art of customer development and maintenance through face to face sales meetings. When evaluating the pros and cons of various advertising platforms, ask yourself how much information can be delivered to a customer through each advertisement. TV adverts are normaly 30 seconds to a couple minutes. How much can a customer really know or understand about a brand. Open Advertising believe that their face to face marketing activities are more effective as customers can ask questions encouraging a 2 way conversation. According to The Guardian, 86% of people skip TV adverts and direct marketing costs 62% less per lead that traditional advertising.
In conclusion - “Conducting market research on various success statistics is important before making a final decision on promoting your brand. THe smart brand managers will also conduct market research intowhat their competitors are doing.” said CEO of Opening Advertising, Matthew Goodchild.