Paul Epstein

By Paul Epstein To most people, brand advertising and direct marketing are two wholly separate, if not antithetical, practices. One is for generating awareness and making emotional connections. The other is meant to elicit a specific response and generate results. But until recently, the two initiatives had never been thought of as working together. On the Web, however, brand and direct marketing are not so easily separated. Granted, there are times when one tactic is more effective than the other, but in the big picture of an interactive marketing campaign, ROI efficiencies can only be achieved if brand and direct marketing are used

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