- Awareness advertising & directional advertising are strategies used in marketing campaigns.
- Awareness advertising focuses on ads that build trust, while directional advertising focuses on a call to action.
- The Boiling Point Media marketing team specializes in push pull marketing strategies.
When it comes to advertising, there are dozens of different strategies to choose from. What’s even better, is the advertising options change depending on the platform you’re using. Regardless of the advertising strategy you choose, they all tend to fall into two main categories: brand awareness advertising and direct response advertising. Both categories have been proven to help in the success of marketing campaigns. However, these two categories are more different than they are alike. It’s important to know the differences between awareness & directional advertising before using one for your next marketing campaign.
Benefits of Awareness Advertising
Brand awareness refers to how familiar consumers are with a brand or its products. Building brand awareness is a powerful marketing strategy that encourages consumers to develop a natural preference for a brand and its offerings. Creating a recognizable and memorable brand is central to most marketing efforts, as it plays a key role in building an emotional connection, trust/credibility, and brand visibility.
Creates Emotional Connections
People don’t just purchase products or services; they connect with a brand’s story and values. By sharing an authentic brand narrative, you are using awareness advertising. This can help forge an emotional connection with your audience that goes beyond the practical benefits of your product or service.
Builds Trust & Credibility
It’s important for your brand to have a reputation of credibility and one your consumers can trust. By building a brand that is consistent and aligns with your audience, you can build trust, credibility, and loyalty. Brand awareness helps demonstrate who you are, what you stand for, and why you’re the right choice for them.
Increases Brand Visibility
While many businesses may offer similar products or services, there’s only one you. By making your brand original and personable, you can set yourself apart from the competition. Brand awareness helps consumers have a memorable reputation for your brand and will make them want to be loyal to you.
Benefits of Directional Advertising
Directional advertising is designed to prompt an immediate reaction by encouraging prospects to take a specific action. These ads are intended to drive quick responses, with the goal of generating leads without delay. Unlike traditional marketing, which focuses on long-term brand awareness and image-building, direct response is measurable, helps identify prospects, and establishes a direct line of communication.
It’s Measurable
Because direct response ads generate specific actions, it’s easy to track the number of prospects and leads generated by each campaign. This is crucial for optimizing your marketing strategy. By identifying which ads and media deliver the best results, you can allocate resources to the most effective tactics that drive ROI.
Helps Identify Prospects
Consumers who engage with direct response ads have opted in, providing sales teams with a list of prospects already interested in your brand or product. Directional advertising allows sales teams to focus on guiding these warm leads through the sales funnel, rather than spending time on cold prospects.
Establishes Direct Communication
Directional advertising builds stronger relationships with prospects and potential customers by creating direct communication channels. In successful campaigns, prospects actively seek to hear from your brand, valuing the useful information you provide. This willingness to be contacted sets you apart from simply having a list of collected contacts.
Which Marketing Strategy Should I Use?
Both awareness & directional advertising are beneficial for marketing campaigns. While different, both strategies focus on ways to improve ROI. Using a blend of both awareness advertising and directional advertising can do wonders for your marketing campaigns. Many successful marketing companies use both of these strategies to capitalize on marketing campaigns for clients.
Choose Boiling Point Media For All Marketing Services
If you are ready to work with a team full of experienced marketers, collaborate with Boiling Point Media. Our friendly and experienced team has the expertise you need to create successful outcomes for your marketing goals. Start today by getting to know who we are and what we do at Boiling Point Media. We look forward to helping you get the results you’re looking for!
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Contact Boiling Point
Contact Boiling Point Media today to learn more about awareness & directional marketing.
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