Friday Forecast: Koeppel Study Proves DRTV's Power to Drive Web Traffic

by Rick Petry on Jan 19, 2018 10:52:39 AM Marketing

Direct marketing agency leader Peter Koeppel of Dallas-based Koeppel Direct has published a rather remarkable article in Forbes entitled “Measuring TV Advertising’s Impact On Website Traffic” that makes a definitive case for DRTV’s unmatched ability to drive traffic to an advertiser’s website.

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FCC Revives Its Own Native Advertising Rule: Sponsorship Identification

by Ian D. Volner and Kathleen K. Sheridan on Jan 17, 2018 2:40:45 PM Government Relations

Depositphotos_19775367_l-2015.jpg

The FCC’s Sponsorship Identification Rule is a close, perhaps neglected cousin of the FTC’s Enforcement Policy Statement on Deceptively Formatted Advertisements, i.e., its Native Advertising Guide. Nevertheless, the FCC’s latest enforcement action demonstrates how failure to follow the rule can result in penalties far larger than any imposed to date by the FTC.

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Multi-Level Marketing in the FTC’s Sights

by Bill McClellan on Jan 11, 2018 3:39:03 PM Government Relations

Over the years working at ERA, I have developed a long standing tradition to start the new year. After returning to work from vacation I keep an extra close eye on the Federal Trade Commission (FTC)’s website and announcements to see what they have announced as priorities in the year to come.

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The FTC’s Blurred Lines Report

by Bill McClellan on Jan 4, 2018 4:02:24 PM Government Relations

Sitting here in the Washington D.C. area during this year’s “bomb cyclone” blizzard, I am really looking forward to visiting the warmer climate of Miami, Florida for ERA’s 2018 Great Ideas Summit scheduled for February 26-28 at the Eden Rock Hotel.

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Net Neutrality: From Rules to Enforcement

by Richard P. Lawson and Lisl J. Dunlop on Dec 20, 2017 11:00:43 AM Government Relations

The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic
Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the
Electronic Retailing Association.

To say that strong passions have surrounded the recent Federal Communications Commission (FCC) vote to reverse 2015’s net neutrality rules is putting it mildly.

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Thank God I Own a Drone

by Collette Liantonio and Collette Stohler on Dec 19, 2017 1:02:20 PM Digital Marketing

After 35 years as a creative director and writer in DRTV, many would consider me to be a direct response expert. When my daughter, Collette Stohler, invited me to critique her social media postings for a prominent shoe company, I felt my insight would be invaluable. Collette and her husband Scott are travel journalists and social media influencers on Roamaroo.com.

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Why Aren’t Companies Giving Year-Round?

by Tony Riccardi on Dec 18, 2017 3:47:23 PM Trends

Many companies hold out on charitable giving for the entire year, until a disaster, a Thanksgiving food bank or a Q4 tax break. Americans even created #GivingTuesday to increase the number of donations non-profit organizations receive after Americans purchase gifts on Black Friday, followed by Cyber Monday.

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Friday Forecast: Mad Men, Brave Women, and the Shame of a Nation

by Rick Petry on Dec 15, 2017 9:25:06 AM Marketing

The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.

Seemingly every day now, news of another man’s sexual misdeeds is exposed in the media by women finally emboldened to come forth and tell their truth. The result is swift justice, as reputations, careers, and marriages are flushed down the toilet in the blink of a 24-hour news cycle.

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Net Neutrality Day for the Direct Response Industry

by Bill McClellan on Dec 13, 2017 11:28:35 AM Government Relations

A while back, I blogged on the pending Net Neutrality action by the Federal Communications Commission (FCC). FCC Chairman Ajit Pai has announced plans to upend the current FCC Net Neutrality protections finalized in 2015. That effort, slated to start Thursday, December 14, is expected to result in an adverse ruling for our industry.

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This Holiday Season, it’s Mobile Commerce or Bust!

by Teresa Zobrist on Dec 11, 2017 11:31:13 AM Digital Marketing, e-Commerce

According to the CMO Council, mobile e-commerce will contribute 24.4% to the total revenue of the e-commerce sector by the end of 2017. Mobile-first design is imperative in the website development to position retailers to capture this market share.

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Friday Forecast: One of Our Own Captures the Spirit of the Holidays

by Rick Petry on Dec 8, 2017 1:48:07 PM Marketing

This week your Friday Forecaster takes a slight departure from his regular blog to share a video featuring one of ERA’s own. Pitchman extraordinaire Anthony “Sully” Sullivan is part of an initiative called “Layaway Angels.”

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A Busy Fall for Direct Response & Government Affairs

by Bill McClellan on Dec 6, 2017 12:11:14 PM Government Relations

It has been a busy fall for ERA’s government affairs efforts! It seems like just yesterday that we were all gathered together as an industry at the D2C show in Las Vegas.

Last week, I was in NYC with the board of directors for a town hall meeting to get industry feedback on our members’ concerns followed by our annual NYC reception. It was a great event and I enjoyed catching up with everyone who was able to make it.

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Should You Use Your Debit or Credit Card for Your Holiday Shopping?

by Suresh Dakshina on Dec 5, 2017 10:18:07 AM e-Commerce, Retail

It's been a year of data theft. In the wake of Equifax, Deloitte, SEC and other major security breaches, the personally identifiable information of millions of people has been put in jeopardy. Against this backdrop, the imminent holiday shopping season – from Black Friday to Boxing Day – may look positively menacing to consumers and businesses alike.

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One is No Longer the Loneliest Number

by Robin Stone on Dec 4, 2017 10:26:57 AM Customer Service

With the revolution in social media and online communication, one is no longer the loneliest number. One customer is no longer just one customer. 

Any one customer can influence great numbers of others through their use of social media platforms as well as a wide and growing range of review options, comment boards, hash tags, and discussion forums.

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Friday Forecast: Pitch Perfect: 5 Key Takeaways from Boardwalk Brand's Lindsey Brooks

by Rick Petry on Dec 1, 2017 3:08:42 PM Marketing

This is one of an occasional series featuring direct marketing leaders who will share five key insights they have learned from their career in marketing and advertising.

This week your Friday Forecaster engaged Lindsey Brooks, product sourcing guru and CEO of Boardwalk Brand in a discussion about marketing products amid an era dominated by social media and persistent change. Lindsey’s wide-ranging career began pitching products at fairs, trade shows, and on TV. 

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Net Neutrality is Back

by Bill McClellan on Nov 29, 2017 11:20:43 AM Government Relations

Many of you might remember ERA’s Net Neutrality 'Ninja.' For those who do not, Net Neutrality has been an ongoing battle between Internet Service Providers (ISPs) and the folks like us - ERA members who use the ISPs’ “pipes” to connect with each other and customers alike. This policy battle has been going on for years. There was a lull in the action during the Obama administration when the FCC codified Net Neutrality principals into FCC regulation. But now it’s back....

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Equifax – The Continued Fallout

by Srii Srinivasan on Nov 27, 2017 12:40:02 PM data breach

There is no way to overstate how bad the Equifax breach was. Even though it was announced during the same month as mega-breaches from SEC and Deloitte, this one stands out. The consumer records of over 145 million people were stolen and, as Paul Stephens, director of policy and advocacy at the Privacy Rights Clearinghouse puts it, we'll be feeling the effects for "essentially a hundred years, until everybody is dead that was exposed by this breach."

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How MuteSix is Making Direct Response Ads Work at Scale on Facebook

by Greg Gillman on Nov 20, 2017 12:13:26 PM Social Media

Making direct response ads work on Facebook is hard. Making them work at scale is even harder.

But like anything worth having, nothing comes easy.

Today I'm going to reveal how the team at MuteSix are scaling direct response campaigns on Facebook.

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Friday Forecast: Which is More Effective at Pumping Up Marketplace Sales: Amazon Advertising or TV?

by Rick Petry on Nov 17, 2017 9:47:52 AM Advertisements, Marketing

The power and dominance of the Amazon marketplace continues to build unabated. According to a survey of 2,000 consumers by BloomReach conducted last year, 55 percent of users begin their product search on the e-commerce website, up 11 percent from the previous year. Meanwhile, the percentage of consumers that use a search engine such as Google to begin such a journey has dropped from 34 to 28 percent according to the same study. Furthermore, according to Business Insider, Morgan Stanley forecasts that Amazon single-handedly will account for over half of all U.S. retail growth between 2016 and 2018. With that many eyeballs hitting the e-tailing giant’s site then, it begs the question: would you be better off taking ad dollars from another medium such as television and spending heavily to advertise on Amazon if that is where the audience is? I recently sat down with Andy Latimer, CEO of Bluewater Media, a converged marketing agency focused on selling, who shared a case study examining this very question. The results may surprise you.

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Direct Response Congressional Champion Retiring – What’s Next For Online Sales Tax?

by Bill McClellan on Nov 15, 2017 3:03:15 PM Government Relations


Photo taken from Congressman Bob Goodlatte's Facebook page.

Congressman Bob Goodlatte (R-VA) has been a longtime industry friend on a number of issues important to direct response companies. Since 2013, he has served as the chairman of the House Judiciary Committee. In this position, he was a key player in the online sales tax debate where he actively championed legislation that would limit the states’ capacity to tax sales of remote retailers.

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Friday Forecast: Newman's Own: 5 Fast Takeaways from NEWTHYNK's Geraldine Newman

by Rick Petry on Nov 10, 2017 10:39:12 AM Advertisements, Marketing

This is one of an occasional series featuring direct marketing leaders who will share five key insights they have learned from their career in marketing and advertising.

This week your Friday Forecaster spoke with Geraldine Newman, CEO & Creative Director of NEWTHYNK/Geraldine Newman Communications, a New York based creative agency that blends branding and selling for Fortune 1000 companies as well as entrepreneurs and start-ups.

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Why Should Direct Response Marketers Care About the CBBB?

by Bill McClellan on Nov 8, 2017 1:39:17 PM Government Relations

For over a century, the Council of Better Business Bureaus (CBBB) has helped people find businesses, brands, and charities that they can trust. That’s a big idea with a lot of moving parts. To be effective, the CBBB has become an umbrella organization that includes local independent Better Business Bureaus (BBB) and national partner programs on dispute resolution, advertising review, and industry self-regulation.

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Friday Forecast: Principles of Influence Part 6: Social Proof is Positive Proof

by Rick Petry on Nov 3, 2017 1:28:30 PM Consumer Behavior

Note: This is the sixth and final in a series of blog posts devoted to principles of influence found in Dr. Robert Cialdini’s seminal psychology book entitled Influence: The Psychology of Persuasion. It is essential reading for any marketer.

For our last principle of influence, we have left perhaps the most important and potent one: social proof.

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Heads Up DRTV: Data Breach Activity Galore

by Bill McClellan on Nov 1, 2017 4:53:02 PM Government Relations

One of the big topics of discussion at ERA’s 2017 D2C Convention in Las Vegas was the growing concern around the recently announced Equifax Data Breach. Both the United States House of Representatives and United States Senate agreed with this consensus and have recently held four hearings on the hack featuring Richard Smith, the former Equifax CEO.

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Friday Forecast: Media Matters: 5 Key Takeaways From Bluewater Media's Gina Pomponi

by Rick Petry on Oct 27, 2017 10:19:26 AM Digital Marketing, Direct Response

This is one of an occasional series featuring direct marketing leaders who will share five key insights they have learned from their career in marketing and advertising.

This week your Friday Forecaster visited Gina Pomponi, President of Bluewater Media’s Media Division. Bluewater Media is a fully integrated results-oriented marketing agency that manages Omni-Channel campaigns for a wide variety of product categories and brands. Gina, who started her career in 1990 at Direct Response Media under the tutelage of Maria Eden, created her media department at Bluewater from the ground up, allowing the agency to round out its full suite of services.

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Editorial Disclaimer

The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.