On The Trail

Today’s ClickZ article by Shane Atchinson (Branding Versus Direct Response: Sound Familiar?) was thought provoking. He asks why web analysts currently focus so much on the direct response metrics instead of focusing on long term customer relationships and branding. The answer (as I’m sure he knows) is simple: it is easy to measure direct response style metrics. Things get fuzzy pretty quickly when you venture into branding.

That said, I agree with his point completely. We should focus more on the effects of branding. Such a large percentage of overall ad spending goes there, who wouldn’t be interested! The problem is defining success in a way that can actually be measured. It’s easy with direct response: $X in sales or XX leads. But what is a credible measure of brand loyalty? And at the end of the day how can brand loyalty be tied back to actual sales numbers? Shane didn’t address this question, but it is the key to his proposal.