Live from DCI Boston: Brand the Process, Not the Product

(Direct Newsline) Boston–Marketers should focus budgets on branding their processes, rather than their products, according to Stephen Diorio.

Diorio, author of “Beyond e: The 12 Ways Technology Will Transform Sales & Marketing Strategy,” spoke Thursday at DCI’s Customer Relationship Management Conference and Expo here on best practices for marketing.

“You’re better off branding a process attached to an experience,” he said, using Amazon.com and Dell as examples. Both the bookseller and the computer company have sales models that are more about the experience than books or PCs, he explained.

In interviews with 75 marketing executives, Diorio said he had discovered an increase in direct response driven prospecting and retention. E-mail, call center activities, and other direct-to-consumer vehicles such as alternative media were showing more usage than direct mail, he noted. Events marketing and general brand advertising were among the areas showing decreases.

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