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Marry Brand and Direct Response Advertising for Online Advantage


Direct response and brand advertising aren’t necessarily mutually exclusive. You can marry the two in online marketing to build brand recognition as well as move customers to action. That’s the message of blogger Jamie Riddell at

As keyword advertising on generic terms gets ever-more crowded, Riddell advises advertisers to be “visible at all aspects of a customer’s purchase cycle – from research to purchase.” Not only should you be visible, you should offer an opportunity to connect. For example, click for more information, click-to-call to talk to a customer service representative, click to place your order while supplies last — Riddell offers an excellent chart. Not only do you build a relationship, but you also get a lot more information about your customers’ buying process. And don’t neglect to offer that same level of interaction when customers get to your site.