The idea of telling a complete, comprehensive brand story across multiple advertising mediums and mechanisms isn’t new, but it is an area that more marketers are examining in their attempts to engage today’s distracted consumers. Equipped with myriad tools for researching, finding, and buying goods online and offline, today’s consumers demand an omnichannel experience that’s as seamless as it is effective.
Do you want to know how you can use online video to boost traffic to your brand’s website? Do you ever wonder what type of content will not only attract viewers to your site, but also keep their attention? Renowned direct response expert Collette Liantonio, President and founder of Concepts TV Productions, and Social Media expert Stephanie Siewert of Marketing Maven, will answer these questions during the 2016 ERA D2C Convention, September 13-15 at the Wynn Hotel in Las Vegas.
On September 14, Liantonio and Siewert will present the Masters Series session, “How to Use Online Video to Master User Engagement.” Their presentation will provide expert insight on how to use the power of online video to create engaging content.
IdeaVillage’s recent launch of the MicroTouch Tough Blade shows that consistent messaging—and a well-placed celebrity endorsement—can build brands fast. Made in Germany of Teflon-coated steel, MicroTouch razors rinse cleaner than most multiple-blade razors, allowing them to last longer. IdeaVillage promises that each cartridge will last a month and sells a 12-pack for the low MSRP of $19.95.
If you’re in the direct response industry, September’s D2C conference is the one place the entire industry comes together, and it is likely your most important conference of the year. People come to Las Vegas to meet and do business. Whether you’ve attended D2C for years or this is your first time at the show, it is critical to make the most of those days in Las Vegas. These quick tips will help you get the most bang for your buck:
The ERA Lifetime Achievement Award is awarded to a deserving member whose career achievements have had a profound impact on the industry.
One of the original home shopping giants, QVC, turns 30 this month. Marked by innovative products, casual elegance, and a soft sell, the retailer has gone from being an insomniac’s cable companion to the No. 15 e-commerce player in the world. Selling nearly $10 billion worth of clothing, jewelry, cosmetics, electronics, housewares, and other goods every year throughout the world, it isn’t about to slow down.
Temperatures aren’t the only thing rising this summer. Each year, more than 200 million passengers board flights all across the country, making summer the hottest time of the year to travel. In order to cut down the cost of a family vacation during June, July, or August, many travelers are turning toward loyalty programs. Whether it’s saving up for discounted airfare or a free tank of gas, loyalty points and miles give travelers the opportunity to maximize their summer vacation plans. For retailers, there’s never been a better time to accommodate such travelers by enabling ways for them to earn toward that big trip while shopping with you.
“D2C is the premier annual event for the direct response industry. Attendees of D2C consist of the biggest and brightest professionals in the world of DRTV. Like many companies that attend the show, D2C provides GoConvergence with the opportunity to network with potential new clients, as well as catch-up with existing customers. D2C also facilitates the development of new, long-lasting partnerships that span multiple disciplines,” said Harris.
Two of the most frustrating online shopping experiences for a consumer are when an online search brings up the wrong products or brings up what appears to be the right product, but the search results lack the attributes and descriptions needed to close the sale. Unfortunately, failure to make products easily searchable or to convert the sale is often due to poor product content. This is a problem that is all too common for a wide range of retailers from online only to large omnichannel chains. For those commerce players that get it right, there is a clear path to differentiation and improved conversions.
The council will allow women an opportunity to meet and collaborate on mutual issues and share their perspectives and insights on a variety of business topics and best practices. Monthly calls frequently will feature a guest speaker.
I am often asked: “Legally, is there a difference between claiming that a product is "natural" as opposed to "all natural" or "100 percent natural"? While I have done my best to answer that question without any guidance from the government, we finally know what the Federal Trade Commission (FTC) thinks—at least for now.
As I previously reported, in April the FTC announced that it had settled four cases against personal care companies that claimed their products were “all natural” or “100 percent natural” even though they contained synthetic chemicals.
One of the benefits of ERA membership is that we provide educational opportunities that are unmatched in the direct-to-consumer industry.
Marketing Maven, one of ERA’s long-time supporters, is continuing its social media webinar series to help you take the next step with your social media campaign. ERA’s Membership Committee and Digital Council are co-sponsoring the one-hour webinars.
Following is the full list of 2016-2017 webinars.
Friendly fraud has caused chargeback rates to soar, making acquirers more cautious about accepting risk liability. As a result, offshore payment processing is an enticing option for high-risk merchants who seem to be running out of domestic options.
While securing an offshore account might temporarily solve some of the merchant’s short-term problems, working with an international bank will likely introduce more complex issues down the road.
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.
As companies continue to grow across borders and customers look to become shoppers of the world, a noticeable paradigm has emerged with merchants in the United States—common payment methods in America don’t do well in Europe. This is due in large part to the lack of understanding of payments in Europe by U.S. merchants, and the reasons consumers shop internationally. The current American “one-payment-type-fits-all approach” does not work with European consumers.
In today's complex omnichannel and multi-device world, evolving the attribution of your digital media has never been more important. To accurately measure the impact of online advertising and the effectiveness of your campaigns, it is crucial to have a holistic approach. One of the best ways to do that is to use a blended attribution model, which measures the impact of your digital marketing by examining both ad views and clicks.
ERA wants the direct-to-consumer marketing community to get more social. Do you have a hot topic you want to share with your fellow ERA members? Would you like others to weigh in on your question? Would you like to post something about your latest DR campaign? Or, are you looking for information about our events?
Millennials make up an increasingly significant piece of the global spending pie. A study from the Dartmouth Center for Marketing Research estimated that Millennials born between 1980 and 2000 possessed a spending power of $2.45 trillion worldwide in 2015. As the younger portion of the generation begins to control more money and become more financially independent, that number is expected to rise, and businesses want to be there when it does.
We live much of our lives today in a wonderful fantasy world where we can create the physical images of many of the folks we do business with every day. Our intensive use of email, text, and phone allow us to achieve the business requirements our jobs demand, as well as some social pleasantries without ever seeing the other person.
During these exchanges, we recall images of the people we are dealing with from our past face-to-face encounters with them. While this practice alone can conjure up some rather bizarre, humorous, or best forgotten memories, we still have a clear picture of who we are communicating with.
Once upon a time, direct response marketers could take a specific, innovative item—a pair of polarizing sunglasses, an extra-thirsty shop towel, or what have you—and sell it on its merits. It was one product, one medium, one story—and with all eyes focused on television, one hell of a way to make money.
“D2C is a must-attend for any industry executive or company that wants to know where the industry is and where it’s headed. D2C is instrumental for companies seeking out partnerships or clients that will help them grow their business," said Montgomery.
When it comes to marketing any products on TV, it is hard to beat direct response television advertising (DRTV). This can be especially true depending upon on your budget. Traditional brand advertising consists of building up a specific brand identity over a long period of time by continually exposing key target audiences to an advertised brand. Of course this is a tried-and-true practice in advertising, but its methods usually require deeper pockets, as the advertising business has to seek out larger audiences and longer timeframes, which comes at a premium.
DRTV, on the other hand, utilizes reporting and analytics to determine whether an advertisement is performing well.
And if you are an Amazon Prime member with (at least) one of these Amazon Dash Buttons, congratulations. You are on the vanguard of the Physical Membership Economy.
But while shoppers are purchasing more than one item at a time, retailers traditionally haven’t successfully collected reviews on all of those products.
RetailMeNot, Inc., a leading digital savings destination connecting consumers with retailers, restaurants and brands, both online and in-store, has released a new study titled, “Back-to-School Cheat Sheet: Consumer Trends and Insights for Retailers,” that explores the shopping habits of parents as they prepare for their students’ return to the classroom.
Following are a few interesting statistics.