ERSP Summit Looks at the Future of Self-Regulation

by Vi Paynich on May 25, 2016 1:42:46 AM ERSP, Advocacy

This year’s ERSP Summit cast a bright spotlight on self-regulation with the theme, “Self-Regulation in The Changing World of Direct Response Advertising.” On May 24, legal experts and direct response marketing professionals converged at SunTrust Headquarters in Washington, D.C., to discuss key trends and issues affecting the industry today, and take an honest look at where direct response advertising is heading. The half-day conference addressed such topics as: the regulatory focus on the lead generation and payment processing industries; recent developments at the FTC; and how emerging advertising platforms have created new challenges for the direct response industry.

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Get Inspired by IRCE’s Main Stage Speakers and Conference Agenda

by IRCE on May 24, 2016 12:00:00 AM Digital Marketing, e-Commerce, Retail

IRCE, taking place at Chicago’s McCormick Place West, June 7-10, boasts networking events, an expansive exhibit hall and a focused conference agenda.

Hosting an incredible roster of knowledgeable speakers next month, IRCE has top leaders kicking off the two main conference days—from Dell, NASA, Steve Madden, and TigerFitness.com—who are not to be missed.

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[Video] How to Monetize Facebook

by Vi Paynich on May 23, 2016 12:00:00 AM D2C Convention, Digital Marketing, Masters Series

For years, marketers have been told that they can’t afford not to promote their brand and products on Facebook. Why? Maybe it’s because Facebook boasts more than 1.65 billion monthly active users, according to Statista.

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Dialed-Up Litigation

by Ian P. Murphy on May 20, 2016 12:00:00 AM Advocacy

Direct response advertisers face a number of hurdles in getting the word out about their products, mostly from FTC regulations put in place to protect consumers. But class action lawsuits are a particular source of consternation—not only are they difficult to predict and avert, but some also seem to be filed in search only of profit.

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JOYUS: Creating a Seamless Digital Experience

by Vi Paynich on May 19, 2016 12:00:00 AM ERA News, Digital Marketing, e-Commerce

When it comes to leveraging traditional and digital marketing channels, it’s all about determining what content works best in what channel. For example, JOYUS focuses its marketing efforts on products with a lower price point, where the time to tell a story and the ability to convert the audience are completely aligned. The digital format allows for more flexibility on the creative side. Thus, marketers can shorten or lengthen the amount of time relative to what’s required to talk about the product.

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Jet Into D.C. for the 2016 Fly-In

by Bill McClellan on May 17, 2016 11:30:00 PM

WOW! I am super excited this year about the Government Affairs Fly-In 2016 and our companion event the ERSP Summit, which will take place May 24-25 at SunTrust Headquarters right here in Washington, D.C.!

This year is already a huge success for these events with incredible speakers lined up for our industry guests.

From the Federal Trade Commission, we have Commissioner Terrell McSweeny, Associate Director Marketing Practices Lois Greisman, and Mary Engle, Associate Director for Advertising Practices.

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5 Easy Ways (You May Not Have Guessed) To Inject Videos In Your Marketing Funnels

by Sean Fay on May 17, 2016 12:00:00 AM Digital Marketing

Sure, maybe it’s preaching to the converted.

You probably know how important video is to your marketing strategy (it’s expected to account for 69% of online consumer traffic by 2017).

Video-on-demand traffic is poised to nearly triple during this time.

So naturally, businesses of all sizes are flocking to video marketing in record numbers.

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The Eroticism of Immediacy

by Lori Zeller on May 16, 2016 12:00:00 AM Digital Marketing, Brand Marketing

Since the Mad Men era, the key to successful marketing in any visual medium has been a message that’s deemed “sexy” by society. More powerful than the physical, the “sex” in this context is often a seductive, soothing image that encourages the viewer’s eyes to linger and eventually (hopefully) drives him or her further down the path to purchase.

Fifty years later, that kind of sex appeal has shifted to digital. Technology has replaced television for millennials, and social media is now the language of love.
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Member Benefits Spotlight: ERA Committees & Councils

by Jim Perrus on May 13, 2016 12:00:00 AM Committees & Councils

One of the benefits of ERA membership is the opportunity to network with your peers throughout the year by way of our Committees and Councils. It’s a great way to not only share ideas and shape our industry, but also it’s an effective method for you to grow professionally. Please review the list of opportunities and contact the corresponding ERA Staff Liaison for more information or to join today!

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4 Little-Known Lead Generation Tactics

by Danica Jones on May 12, 2016 12:00:00 AM Digital Marketing, e-Commerce, Consumer Behavior, Support Services

4_Little-Known_Lead_Generation_Tactics-911303-edited.jpgWhat is the lifeblood of any business? At the end of the day it is all about leads. Before a sale even happens, it takes its form as a lead. All marketing activities—SEO, PPC, PR, and other acronyms—work in concert to ultimately drive leads. The dilemma for the marketer is that as one lead generation channel grows in effectiveness and popularity, the cost for that lead increases. This results in a decrease in ROI. Here are four lesser known lead generation tactics that can make a huge impact any company’s bottom line.
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IRCE Offers More to Online Retailers than Any Other Industry Event

by IRCE on May 11, 2016 12:00:00 AM Digital Marketing, DRTV, e-Commerce, Retail

IRCE, taking place at Chicago’s McCormick Place West, June 7-10, attracts nearly 10,000 attendees and provides you with multiple opportunities to make new connections and learn from one another. In addition to networking events and gathering spots, IRCE’s expansive exhibit hall and focused conference agenda affords you the opportunities to discover new trends and find new technologies.

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[Video] 5 Things You Need to Know About Online Video

by Vi Paynich on May 10, 2016 12:00:00 AM D2C Convention, Masters Series

If content is king, then online video is royalty! If you’re not planning, creating, and integrating online video into your direct response ecosystem, then you’re falling behind. During this Masters Series Session from the 2014 D2C Convention, Robb Crocker, CEO and founder of Funnelbox Production Studios, and Charles Voloshin, digital marketing manager at Wacom America, reveal just how powerful online video can be.

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Running DRTV on Amazon?

by Ranjit Mulgaonkar on May 9, 2016 12:00:00 AM Digital Marketing, DRTV, e-Commerce

With over 44 percent of product-related searches being done directly on Amazon today, this Internet retailer represents a huge revenue opportunity for direct response marketers. Marketers often struggle with trying to implement the time-tested DRTV formulas on Amazon. While your landing page has a lot of flexibility in presenting your offers, the company’s platform is more restrictive. What’s more, traditional, proven DRTV marketing strategies using BOGO offers, upsells, continuity, and dry testing do not translate directly to Amazon.

However, there are ways to implement DRTV marketing tactics within the restrictions of the Amazon platform and still win big.

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4 Strategies to Combat Instagram’s New Algorithm

by Ali Tajsekandar on May 6, 2016 12:00:00 AM Digital Marketing

Instagram recently announced a new algorithm for its timeline that will change the way users experience the platform. What does this mean for business? It means that much like Facebook, Instagram will move from a chronological photo feed to one that prioritizes content.

Naturally, some brands haven’t taken the news well. A new algorithm means content will be prioritized based on Instagram’s discretion. Brands are legitimately concerned this new algorithm will lead to less brand content reaching consumers and a dip in organic reach will lead to more brands activating paid content to compensate for the loss.

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Loyalty Lore and Truisms

by Jerry W. Thomas on May 5, 2016 12:00:00 AM Consumer Behavior, Support Services

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.

The many “truisms’’ of customer loyalty lore are mostly a set of mythologies to deceive the gullible and exploit the innocent. Let us explore these mythologies and then talk about best practices for customer satisfaction and customer loyalty research.

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ERA TV Council Highlights Native Advertising on May 5 Call

by Vi Paynich on May 4, 2016 12:00:00 AM ERA News, Committees & Councils, Advocacy, DRTV

What makes an infomercial (long-form DRTV) a form of native advertising? Is there a fine line between entertainment/capturing viewers’ attention and an advertisement? And, does context matter when using advertising as programming? These are just some of the questions that will be addressed during this month’s ERA TV Council call.

TV Council co-chair Caitlin Haire and guest speaker Amy Ralph Mudge, partner at Venable LLP, will offer insight into DRTV’s history with the native advertising format, legal factors, along with the impact of regulation as a result of native advertising. What’s more, they will discuss the state of infomercials/DRTV native advertising today.

Join the TV Council call on Thursday, May 5th at 2:00 p.m. Eastern Time.

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ERSP Summit Agenda Revealed

by Peter Marinello on May 3, 2016 12:00:00 AM ERSP, Advocacy, Self Regulation, DRTV

ERSP is excited to announce its complete agenda for this year’s ERSP Summit event on May 24. At this year’s event, “Self-Regulation in The Changing World of Direct Response Advertising,” legal professionals and industry leaders will discuss trends in direct response advertising. During the half-day workshop, topics will include: regulatory focus on the lead generation and payment processing industries; recent developments at the FTC; and how emerging advertising platforms have created new challenges for the direct response industry.

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A New Advertising Leader in 2017: Digital to Surpass Television

by Monica Eaton-Cardone on May 2, 2016 12:00:00 AM Digital Marketing, DRTV, Consumer Behavior

The advertising world will never be the same again. History is being made, and records are being broken. Consumers have made their preferences known, and advertisers need to adjust if they want to retain the competitive edge.

A New Era of Advertising

According to a recent eMarketer study, 2017 is the year that digital ad spend will finally turn the tables on its cord-connected counterpart.

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K-Tel Int’l Founder Phil Kives Passes Away at 87

by Electronic Retailing Association on Apr 29, 2016 12:31:26 PM DRTV

Today, the industry is mourning the loss of one of its own. CBC News reports that famous pitchman Phil Kives, who founded K-Tel International in the 1960s, died on April 27 in Winnipeg at the age of 87.

K-Tel was best known for marketing such DRTV hits as the Veg-o-matic food cutter, the Patty Stacker, the Miracle Brush, and Hooked on Classics.

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Marketers & Messaging Apps: Don’t Get Left Out of the Conversation

by Ryan Poelman on Apr 29, 2016 12:00:00 AM Digital Marketing

As I write this post, I’m watching a live stream of Mark Zuckerberg, founder and CEO of Facebook, announce new developer tools to help companies build artificially intelligent chatbots inside the highly popular Messenger app. Get ready, folks, because “conversational commerce” is a term you’re going to hear a lot of in 2016, and it represents the most significant consumer marketing opportunity since the advent of social networks.

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Smoothing the Electronic Retailing Supply Chain

by Eric Best on Apr 28, 2016 12:00:00 AM e-Commerce, Retail, Support Services

At the core of electronic retailing is a direct relationship with the consumer. From the very beginning, there is a point of connection with the shopper—something compelling that spurred him or her to action—establishing a strong foundation for future interaction, loyalty, and lifetime value.

In the high-pressure e-commerce environment—where we constantly face aggressive metrics for sales revenue, margin, and conversion—it’s easy to forget about those human relationships and their long-term value. But thinking about your customers first and optimizing your supply chain around their needs can yield incredible dividends, turning one-time shoppers into repeat customers and transforming customers into advocates for your brand.

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[Video] D2C Convention Puts Marketing Innovation Front and Center

by Vi Paynich on Apr 27, 2016 12:00:00 AM D2C Convention, Digital Marketing, e-Commerce

Over the years, the ERA D2C Convention has shined a light on emerging technologies designed to offer more opportunities to today's savvy marketing professionals. What's more, ERA has brought greater insight into this constantly-evolving marketplace by welcoming innovative digital players like Zappos, Joyus, and Shazam to the keynote stage.

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How Affiliate Marketers Can Benefit From Ad Blocking

by Greg Shepard on Apr 26, 2016 12:00:00 AM Digital Marketing, e-Commerce

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.

No, really. Ad blocking can be a good thing. As you are undoubtedly aware, the entire advertising industry is up in arms over the onset and adoption of this technology. In fact, IAB Chairman Randall Rothenberg recently launched into a lengthy screed, decrying ad blocking companies and labeling them “unethical, immoral, mendacious coven of techie wannabes,” who have waged a war against diversity and freedom of expression. Alas, it doesn’t matter what Mr. Rothenberg thinks. People hate intrusive and obnoxious ads and they will continue to do what they can to avoid them.

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6 Tips for Marketing Chocolate (and Anything Else) on Twitter

by Bernard Perrine on Apr 25, 2016 12:00:00 AM Digital Marketing

If you ask most small business owners what social media network they are using (or should be using if they—gasp!—aren’t using any), odds are they’ll say Facebook. That is a shame because Twitter has a number of advantages over Zuckerberg’s kingdom, chief among them being that tweets are open to search engines while it could be said that what happens on Facebook, stays on Facebook. With that in mind, here are some tips to help SMBs successfully leverage Twitter, using America’s favorite sweet treat, chocolate, as an example.

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Key Government Leaders to Speak at ERSP Summit & ERA GA Fly-In

by Vi Paynich on Apr 22, 2016 12:00:00 AM Advocacy, FTC, Self Regulation

ERA is gearing up for another exciting ERSP Summit and Government Affairs Fly-In on May 24-25 in Washington, D.C., at SunTrust Headquarters. This is an opportunity for the direct response marketing industry to come together for a two-day event to get up to speed with what’s happening in today’s regulatory climate, and advocate for direct-to-consumer marketing on the Hill.

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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.