In marketing there is usually a compromise that takes place. A balance that has to be placed in effect.

This is a compromise that is sometime explicit but is most of the time unspoken about...

It is the question to the nature of: Is this a direct campaign or a brand campaign? and underlying that exact same question is the other more relevant question of: Will this marketing effort provide our organization with more short term or long term results?

To get the absolute max amount of customers in the short term requires sacrifice of customers in the long run and visa versa however, there are exceptions.

The brand flywheel is this exception: Creating a dynamic where you create customers in the short run while building brand value in the long run.