The document discusses how the traditional direct response advertising model is broken as response rates have declined significantly in recent years. It introduces the concept of "Connected Response" as a new way of thinking that is better suited to today's connected world where consumers use multiple technologies. The key aspects of Connected Response are understanding how everything is interconnected, never missing an opportunity to interact with consumers across different channels, and nurturing consumers through various stages rather than just focusing on sales. An example is provided of how a multi-channel Connected Response campaign drove social and search engine traffic at scale, leading to improved performance on a variety of metrics.