Direct response is a godsend for online businesses. It allows us to market to more people at lower prices, but it can create trust issues - it has a certain "smell."
The "direct" in direct response typically calls for aggressive calls to action, long sales pages, and psychological and sales tricks. It kind of "dumbs down" the CTA. For example: click this big giant loudly-colored and styled button.
Brand marketing says, "you're smart enough to find us."
There's a smart fusion between the two, and we discuss what that is.