Friday Forecast: Principles of Influence Part 5: Consistency: Our Tendency to Double Down on Decisions

by Rick Petry on Oct 20, 2017 10:14:10 AM Consumer Behavior

Note: This is the fifth in a series of six blog posts being featured based on principles found in Dr. Robert Cialdini’s seminal psychology book entitled Influence: The Psychology of Persuasion. It is essential reading for any marketer. Previous blog posts in this series can be located by clicking on the author’s name.

The principle of consistency suggests that once someone makes a decision, they will tend to make similar, complimentary choices that reinforce their original decision. To prove the point, Dr. Cialdini sites a study where homeowners were asked if they would be willing to put a sign in their front lawn asking drivers passing by to “Drive Safely.”

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The FTC's $9.8 Million "Free Trials" Refund

by Bill McClellan on Oct 19, 2017 11:15:46 AM Government Relations

I have just returned from the hugely successful 2017 ERA D2C Convention held at the Wynn Las Vegas. While in our meetings at D2C, there was a lot of conversation about self-regulation and the Federal Trade Commission (FTC).

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Friday Forecast: But Wait...There Really is More...5 Fast Takeaways From Lipstick's Francine Bergman

by Rick Petry on Oct 13, 2017 10:14:22 AM Digital Marketing, Advertisements

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

Recently your Friday Forecaster sat down with Francine Bergman, the president and producer extraordinaire behind Lipstick, Inc., a premier Los Angeles-based production and marketing company that specializes in direct response television (DRTV).

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Marketplace Vendors Offered Voluntary Closing Agreement Program for State Tax Exposure

by Tammara F. Langlieb and Walter R. Calvert on Oct 10, 2017 12:10:56 PM Government Relations

As states continue their quest to compel online vendors to collect sales and use tax on sales to customers located in the state and to subject such vendors to state income tax, a current trend has been targeting vendors selling via online marketplaces. Some states assert that the presence of inventory held for a vendor or the presence of the marketplace provider/facilitator in a state acting on behalf of a vendor is sufficient nexus or connection of the vendor with the state to subject the vendor to the state’s taxing jurisdiction.

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Friday Forecast: Principles of Influence Part 4: Authority As a Trust Builder

by Rick Petry on Oct 6, 2017 5:53:44 PM Consumer Behavior

Note: This is the fourth in a series of six blog posts being featured in the coming weeks and months based on principles found in Dr. Robert Cialdini’s seminal psychology book entitled Influence: The Psychology of Persuasion. It is essential reading for any marketer.

According to Dr. Cialdini, the principle of authority reveals that “people will follow the lead of credible, knowledgeable experts.” In direct marketing this authority can take the form of a professional endorser, a celebrity spokesperson, or even a credible testimonial.

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Friday Forecast: Manhattan Media's CEO Marianna Morello Shares 5 Fast Takeaways from Three Decades in Marketing

by Rick Petry on Sep 29, 2017 10:32:18 AM 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.

Recently your Friday Forecaster chatted with Marianna Morello, the trailblazing entrepreneur who founded Manhattan Media Services some 22 years ago. Here are five key insights she shared with us that have helped provide the foundation of her success.

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Managing the Risk of Negative Option Offers and Other Marketing Strategies

by Bill McClellan on Sep 27, 2017 9:01:00 AM Government Relations

At the end of August, I wrote a blog entitled “Advisory: Free Trials, Automatic Renewals & the Road Ahead.” The blog covered how regulators, both state and federal, as well as state legislatures have keyed in on negative option offers and automatic renewals. 

It’s a big deal that isn’t going away anytime soon.

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Running Down Amazon’s New Return Policy & Why It’s Not the Disaster Retailers Expect

by Monica Eaton-Cardone on Sep 25, 2017 11:27:47 AM e-Commerce, Retail

Amazon Marketplace sellers are in an uproar over the retail giant’s return policy. Some are going as far as to claim that new rules, which take effect October 2, will “crush” small businesses and force them out of the market.

With all the confusion and anger about these policy changes, I wanted to take this opportunity to look at them more closely. What are these new rules all about, and are they really the doomsday prophecy so many retailers are predicting?

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Friday Forecast: Principles of Influence Part 3: Scarcity as a Motivator

by Rick Petry on Sep 22, 2017 10:58:26 AM Consumer Behavior

Note: This is the third in a series of six blog posts being featured in the coming weeks and months based on principles found in Dr. Robert Cialdini’s seminal psychology book entitled Influence: The Psychology of Persuasion. It is essential reading for any marketer.

The scarcity principle recognizes two powerful impulses that drive the human condition: 1) that people want what they can’t have; and 2) that as soon as someone is told something is unavailable, they tend to want it even more.

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66 Percent of Americans Oppose the Internet Sales Tax

by Bill McClellan on Sep 20, 2017 3:10:56 PM Government Relations

It has been a super busy summer here at ERA. There has been lots going on at the FTC, with our self-regulation program ERSP, and with Congress (believe it or not).

In preparation for the 2017 ERA D2C Convention at the Wynn Hotel in Las Vegas, I wanted to make sure that you do not forget about the Online Sales Tax issue in all the excitement.

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What Does The Internet Have To Do With It? EVERYTHING

by Arielle Jessel on Sep 18, 2017 2:43:49 PM Digital Marketing

The internet isn’t just something that affects our social lives, although many people still look at it that way. Yes, we’ve changed the way we connect on a monumental scale, implementing tools like email to instantly get in touch with each other and using platforms like Facebook and Instagram to share the daily happenings of our lives. However, there’s so much more than just the extracurricular moments. There's the socialization aspect that happens after the bells of real life ring.

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Friday Forecast: VisionWorx CEO Nancy Duitch Reveals 5 Fast Takeaways From a Lifetime of Learning

by Rick Petry on Sep 15, 2017 11:19:21 AM Digital Marketing, Brand Marketing

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

Recently your Friday Forecaster sat down with Visionworx CEO and ERA member Nancy Duitch, a 30 veteran of direct marketing who has worked on both the client and agency side, generating over $3 billion in Omni-Channel sales. We asked her to consider five key insights she could share with our audience based upon a lifetime of learning.

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Trump’s Data Breach Dilemma

by Bill McClellan on Sep 13, 2017 12:01:16 PM Government Relations

Elizabeth Dexheimer and Jesse Hamilton over at Bloomberg just wrote an excellent article on the Equifax hack that I wanted to draw your attention to.

Entitled “Equifax’s Seismic Breach Tests Trump’s Pledge to Dismantle Rules,” it points out an important dilemma facing the Trump Administration with potential ramifications for direct response marketers.

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Friday Forecast: Push and Pull Marketing in the Omni-Channel Age

by Rick Petry on Sep 8, 2017 3:25:01 PM Brand Marketing, Consumer Behavior, Advertisements

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Checking Up on CAN-SPAM

by Annie H. Lee on Sep 6, 2017 12:40:40 PM Government Relations

Many may not remember this, but there was a time when spam emails ruled the (inbox) world. The content of such emails ranged from irrelevant to inappropriate, subject headings were often misleading, and trying to figure out how to unsubscribe would be like trying to figure out how to avoid Game of Thrones spoilers.

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Friday Forecast: Principles of Influence Part 2: The Law of Reciprocity

by Rick Petry on Sep 1, 2017 1:37:40 PM Consumer Behavior

Note: This is the second in a series of six blog posts in the coming weeks and months based on principles found in Dr. Robert Cialdini’s seminal psychology book entitled Influence: The Psychology of Persuasion. It is essential reading for any marketer.

The law of reciprocity says that if you do something for someone, they feel indebted to you. It is a human impulse that is universal and exists in every culture across the globe. Allow me to illustrate the point: If you shop at Costco, see if this sounds familiar.

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Advisory: Free Trials, Automatic Renewals & the Road Ahead

by Bill McClellan on Aug 30, 2017 12:01:34 PM Government Relations

Recently, a highly placed source in the “know” forwarded me an excellent blog post from Leslie Fair entitled: FTC uses ROSCA to challenge risky “risk-free trials”. It was the type of back channel message that we sometimes get working on behalf of the industry. The message was clear, this is an issue that is going to get a lot of government attention very soon.

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Roadkill on the Path to the Future

by Rick Petry on Aug 28, 2017 1:41:21 PM Consumer Behavior

“Please don’t hire anyone else.” This was the plea of a colleague many years ago when I traveled north from California to Oregon to a production company known as Tyee. Tasked with building a media planning and buying arm, my job was to transform the business into a full-fledged advertising agency. As someone whose ambition was intent on growth, I was, needless to say, taken aback by this comment. The person making the appeal wanted things to be the way they used to be, when the organization, led by a handful of partners, was small and family-like. This individual was opposed to the one thing that we all know is constant: change.

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Good News For Direct Response Marketers: Operation Choke Point is Dead

by Bill McClellan on Aug 23, 2017 9:00:00 AM Government Relations

I have big news to share with you and it is great for the industry. The Justice Department has formally ended its Operation Choke Point efforts. That is a huge win for ERA, the industry, and all of the folks who took a stand against the Department of Justice on this issue over the years.

After extensively blogging on this issue dating back to the summer of 2014, I can tell you that this has been a long time coming. Since that summer, we have blogged on the dangers of Operation Choke Point a total of 24 times.

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A Glimpse Into the Future for Direct Response Marketers

by Bill McClellan on Aug 20, 2017 10:01:00 AM Government Relations

It is a new world with new rules of the road. The future is hazy and unclear. Our fast-paced panel, “A Glimpse Into the Future,” at the 2017 Government Affairs Fly-In explored how the changes in government will evolve in our industry and affect your bottom line. So what does the future hold for direct response marketers navigating this new terrain?

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Friday Forecast: Principles of Influence Part 1: The Power of Liking

by Rick Petry on Aug 18, 2017 3:08:26 PM Consumer Behavior

Note: This will be the first in a series of six blog posts in the coming weeks and months based on principles found in Dr. Robert Cialdini’s seminal psychology book entitled Influence: The Psychology of Persuasion. It is essential reading for any marketer.

“Liking” is a powerful motivator when it comes to transacting business – and life. In the simplest terms, people do business with people they like.

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State Consumer Protection and Enforcement in an ERA of Federal Deregulation

by Bill McClellan on Aug 14, 2017 9:52:55 AM Government Relations

As the Trump Administration promises less regulation on businesses, states stand ready to fill any enforcement void left at the federal level. One of the big questions on everyone’s minds at the 2017 Government Affairs Fly-In was, what can we expect to see in the next four years?

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Friday Forecast: 'TV Everywhere': The Third Era of TV Has Arrived

by Rick Petry on Aug 11, 2017 10:39:05 AM Consumer Behavior

An article in Barron’s published this last weekend entitled “TV’s Sports Problem” contained this startling forecast: that by 2020, Google and YouTube parent Alphabet, Facebook, and Amazon could have $100 billion in free cash flow in their coffers on a combined basis, compared to $30 billion for broadcasters ABC, CBS, NBC, and Fox. That means the online marketers will have more than three times the amount of money to bid for sports rights, and to create original programming to compete with conventional television channels.

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What Does Your Payment Process Say About Your Business?

by Bill McClellan on Aug 6, 2017 10:00:00 AM Customer Service

Sales are up, and so is fraud. Many credit card processors are still using antiquated systems which could hurt your business. Make sure to research prospective processors wisely so you don’t get trapped in a long-term, expensive contract with a processor who uses outdated equipment and gives poor customer support.

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Friday Forecast: Amazon's Change in Returns Policy: It's a Package Deal

by Colleen Ferrier and Rick Petry on Aug 4, 2017 1:32:37 PM e-Commerce

E-commerce giant Amazon created an uproar this week when CNBC reported that the online retailer was making changes to its returns policy that would dramatically affect marketplace sellers.

According to the report, sellers doing their own fulfillment would now be subject to the same return policies as those shipping products via the company’s Fulfillment by Amazon service.

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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.