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We've all heard the debates about transactional advertising versus branding. Which is more effective? Can they work together to increase results or are they mutually exclusive? While this debate is far from over, a report published this month by IBM Global Business Services' Media and Entertainment practice, indicates that there is a new trend occurring in the field of marketing. That trend is called "Brands-Actional" advertising.
What is it? According to this report, the migration to digital platforms is blurring the distinction between transactional advertising and branding thus enabling marketers to pursue two format objectives simultaneously.
In the past, vehicles such as telemarketing, direct mail and promotions were designed to achieve transactional marketing objectives such as response rates, lead generation numbers, ROI measurement and more. On the other hand, platforms such as TV, print, outdoor and radio made it easier to address branding objectives.
The study by IBM states that by leveraging new digital formats — such as social media, online video, mobile, gaming, branded entertainment and advanced TV — marketers can simultaneously address both transactional and branding requirements.
So according to this report, the convergence of branding and transactional advertising is underway. We'll see how marketers and consumers respond.
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