Performance Predictors: Brand Marketing or Direct Response?

Brand marketing is concerned with developing and promoting brands in the market. The objective is to engage and resonate with consumers, and over time, impact on their purchase decision making. In contrast, direct response marketing is designed to solicit a direct response from consumers that is measurable.

What are performance predictors - brand marketing or direct response marketing?

The answer is both.

Some performance predictors will serve mainly to reinforce brand attributes and assist in creating engagement. For example, the professional offices of an accounting firm. Others will generate a direct response from consumers, because they are compelled to act now. For example, a before and after demonstration of acne cream.

You may even consider 'planting' a direct response orientated performance predictor into a brand marketing campaign to ensure it delivers a return on investment.