As the research about the state of journalism suggests, brand and direct often take cues from each other. Brand may have analytics and direct may prominently showcase brand elements. So separating each discipline for benchmarking purposes appears to be getting harder and harder to do. For instance, digital agency Razorfish released a report in November 2011 showing 43 percent of its clients are using display ads.
But all of this does tie back to the fact that marketers are blurring the lines themselves, because they’re finding marketing channels and tactics support each other.
This split mindset appears necessary, as Jonathan Deiss, creative director at mOcean, points out that many consumers are using ad-blocking or skipping technology. Deborah Op den Kamp, executive director, CMO and digital consumer practices representative of Russell Reynolds Associates, cites how marketers will need to add back in “great brand storytelling (a priority of old) with innovative analytical marketing to provide an emotional connection that resonates with consumers who are becoming increasingly immune to sharper-edged analytical marketing tactics, like retargeting and couponing.” Both provide responses to CMO.com for the article “Digital Marketing In 2013: Predictions From 86 Industry Luminaries.”
In the end, all marketers seem to expect the same thing from mass and direct marketing—that they work together to support the brand.