Direct vs. Auxiliary Conversion Strategies

In the post-social media era, relying solely on Facebook ads for direct conversion is no longer as effective as it once was. From a long-term brand management perspective, enhancing brand affinity and driving traffic are equally important. There is a common misconception when pursuing direct conversions: that strategies focusing on direct conversion are the most effective, while those that support conversion are less valuable. However, this view is too narrow.

Both types of strategies play different but equally important roles in the sales process. Effective marketing requires the synergy of both approaches. Sometimes, focusing on brand image is necessary, and these image-building strategies may not be suitable for direct sales. Precision marketing also needs to address its inherent complexities carefully.

For products with higher prices or more features, factors influencing purchase decisions become more diverse. For example, family recommendations or opinions from elders can sway final purchasing choices. Feedback from our clients and past experiences show that elders often say, “This brand is good, but let’s go to the store on the corner instead.” Addressing the views of such influencers may require additional communication strategies.

Although modern digital marketing terms and methods are continuously evolving, the wisdom of traditional marketing theories still holds valuable guidance. Even in the digital age, understanding these fundamental marketing principles remains beneficial. It is advisable to internalize the analytical logic of traditional theories rather than relying solely on superficial data reports. Speed continues to be a key factor in modern market competition.

Finally, do not let “tracking behavior” become a constraint in integrated marketing. Some actions may be difficult to track but still effective. For instance, we have conducted word-of-mouth marketing on forums, resulting in customer inquiries and orders from those forums the next day. Additionally, after publishing a forum post, direct traffic increased significantly for several days. Even if assessing effectiveness is challenging, where there is traffic and exposure, appropriate actions will yield results. Innovative promotional methods may be considered to capture attention when necessary.

Integrated marketing is akin to playing a game of chess, requiring the design of the best strategy based on market conditions. Using a single strategy alone can significantly reduce its effectiveness. For example, in chess, a strategy known as “Rook’s Pawn” can have a major impact at a critical moment, but using it in isolation may not achieve decisive results. True integrated marketing involves arranging effective strategies in the market to achieve maximum impact.