There are some eye-opening stats out there about loyalty program engagement: Consumers on average are enrolled in 29 loyalty programs, yet are only active in 12. Six out of 10 customers believe that companies only offer rewards programs to get them to buy more. And 74 percent of U.S. retailers reveal that customer engagement is their number one concern.
At the recent D2C Convention, I presented a session entitled, Trend Spotting: Benchmarking the Present and Predicting the Future of Marketing. My intention was a simple one: to synthesize the latest statistics, forecasts, and best practices in marketing from over 100 different sources to save my audience time and to provide insight that will help you today and in the future. In the second of this six-part series, I'll take a look at online. Given the presentation was limited to an hour, I have had to limit my focus, but hopefully the learnings gleaned will prove helpful to the reader.
Some people might be surprised why so many direct response companies are based in the great state of Maine. I traveled to Maine recently (It was my first trip and won’t be my last) to find out.
NJ.com reports that FBI agents on October 13 arrested Ralph Mandil, a 37-year-old employee of an unnamed manufacturer of “As Seen On TV” products, charging him with stealing trade secrets and offering to sell the information for $197,500. According to prosecutors, the arrest was the result of a two-month sting operation.
On Wednesday, September 14, at the D2C Convention, marketing professionals attended the Masters Series session, Game of Fives: How to Win on TV and Digital in 5 Minutes led by moderator Ava Seavey, Avalanche Creative Services. During this very informative hour, Seavey and panelists Maria Kennedy (Discovery Communications), Kate Malevich (Mercury Media), and Susan McKenna (Hairclub and Bosley) discussed a little-known alternate-length spot in DRTV and Digital: the five-minute format.
Want to learn how these leading industry experts have been able to use this alternate-length format—or “mini-mercials”—to generate greater response?
Earlier this summer, our GA Committee had a super treat from our friends at the Digital Advertising Alliance. We were joined by Geni Barton, Vice President and Director of the Online Interest-Based Advertising Self-Regulatory Council for the Council of Better Business Bureaus.
Now that’s a long title!
The holiday season is right around the corner, and everyone will be in a festive, gift-giving mood. People are ready to spend money, and your product is going to be a high-demand hit. Media, call center, and other vendor services are paid in full, and orders are streaming in.
The holiday season is your company’s own Super Bowl—a chance to win big. Nothing would be worse than to lose the ability to process payments in the middle of it.
At the recent D2C Convention, I presented a Masters Series session entitled, Trend Spotting: Benchmarking the Present and Predicting the Future of Marketing. My intention was a simple one: to synthesize the latest statistics, forecasts, and best practices in marketing from over 100 different sources to save my audience time and to provide insight that will help you today and in the future. Over the next six weeks on consecutive Tuesdays, I will be blogging about each of a half-dozen marketing channels and topics.
Often—much too often in my view—I talk with CEOs who are still resistant to getting involved with social media. It’s as if they view sites such as Facebook and Twitter as little more than pesky annoyances that are irrelevant to what they do.
They fail to recognize just how powerful social media can be as a tool that allows them to promote their brands, communicate with customers, and handle damage control when complaints come tumbling in.
During my 14 years in the field, I’ve worked with just about every company on the short-form side of the business. That has allowed me to observe the inner workings of DRTV from a unique vantage point. While I’ve learned a lot about how to succeed, I’ve learned a lot more about how to fail. The trick is not losing your shirt doing it—although I’ve observed how to do that, too. Below are the top five ways:
During the 1990s, Media Arts International presented an infomercial series, “Amazing Discoveries,” hosted by Mike Levey. In this classic episode, Levey and his pal Ian Long, along with the "Princess of Pressing," Sandy Bradley, show how you can iron your laundry with ease using the Power Steamer. The show originally aired in spring 1991 on TNN in the overnight infomercial block.
For many years, the Electronic Retailing Self-Regulation Program (ERSP) has been recognized as an effective means to self-regulation by industry members, regulators, and legislators. Now, the program that helps to build consumer confidence in advertising has gained recognition for its recent expansion into covering lead generation marketing by the staff of the FTC.
Tracy and Renny Tenney, and their invention, The Flat-Out Backen’®, earned the coveted honor of the 2016 Inventor of the Year during the InventHelp-INPEX® New Product Showcase, which took place at the 2016 ERA D2C Convention last month.
At this point, it’s somewhat of a cliché to comment that “the holidays just keep getting earlier each year.”
This year, the holiday shopping season crept right up into the end of the back-to-school season, with Walmart releasing its “25 Hottest Toys for the Holidays 2016” list on September 1. Now we have to ask—what are the benefits to retailers to continue pushing holiday shopping earlier, and is there a downside?
Whether you’re new to the Electronic Retailing Association (ERA) or a veteran, the question of how to make the most of one’s membership is always pertinent. And as the association enters its second quarter-century, the industry faces a paradoxical conundrum: On the one hand, direct response television (DRTV), the advertising strategy that has long defined the group, has reached such a level of maturity that it is now embraced well beyond the confines of the association and the practitioners within it. Meanwhile, the digital age that dominates most of today’s marketing conversations remains in a constant state of change.
The 2016 ERA D2C Convention may be in our rearview mirrors, but the memories will live on in pictures! Visit the ERA Events Facebook page and our Youtube channel to check out some of the best moments from this year’s annual conference.
“Right now, we’re in a moment in the industry where we have more data on consumers than ever before,” said Mikael Greenlief, Director of Strategy at Giant Spoon, during the keynote luncheon at the 2016 ERA D2C Convention. “Ninety percent of all consumer data has been captured in the last two years.” Because marketers have access to this data, he also noted that they are now able to connect with consumers on different levels more so than what they had traditionally been able to do in the past.
There was a lot of interesting dialogue regarding advertising self-regulation at the ERA D2C Convention in Las Vegas earlier this month. ERSP Director Peter Marinello moderated a Masters Series panel entitled, "D2R - It's Hot and It's Not What You Think." It featured Utah Attorney General Sean Reyes, Venable’s Jeffrey Knowles, Invictus’s Bill Knowlton, and Manatt’s Marc Roth.
Businesses, professionals and others who use social media to promote a brand often are unsure whether what they’re doing is effective.
Their usual ways of measuring success—such as how many leads or sales were generated—don’t really apply and that leaves them puzzled.
Protecting one’s brand today requires more foresight and vigilance than ever. The Internet and cutting-edge technologies enable individual infringers to attain wide distribution of counterfeits with decreased chances of detection. Whether creating multiple accounts to sell counterfeit goods on popular e-commerce platforms or dealing in trade secrets and stolen intellectual property through the anonymity of the “dark web,” infringers have multiple ways to maximize profits while minimizing manufacturing costs and the risk of getting caught. Here are some trends worth noting in intellectual property and brand protection for 2016.
With the presidential election competing for television airtime, the environment has so far created several unusual challenges for marketers and media buyers. At the same time, companies disenchanted with the results of their digital campaigns and brand awareness continued a migration back to TV.
E-commerce activity in the United States reached a tipping point last year, according to the Commerce Department and Internet Retailer, with online sales taking a double-digit share (10.6 percent) of 2015’s more than $3 trillion in total retail sales for the first time, up from 9.8 percent in 2014. Total North American e-commerce sales reached $341.7 billion in 2015, and one company—Amazon—claimed a whopping 28 percent of that figure.
At the tender age of 16 I took my first job: pumping gas at a service station. While the adjoining carwash was already automated, the idea that I might no longer be needed came as a surprise. My initial response was, “No way are people going to pump their own gas and stick a credit card in a machine.”
Fast-forward to today, and it’s a shock there isn’t a sketch of my adolescent self in the dictionary next to the word naïve.