What Amazon Knows About Membership

by Robbie Kellman Baxter on Jul 25, 2016 12:00:00 AM Digital Marketing, e-Commerce, Retail

Amazon Prime Day is the best day of the year for many bargain shoppers—thousands of deep discounts for one day only.

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.
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How One Small Change Can Increase Reviews 4X

by Matt Parsons on Jul 22, 2016 12:00:00 AM Digital Marketing, e-Commerce

Thanks to technology like one-click payments and data-driven product recommendations, it’s now easier than ever to buy multiple products in one fell swoop. In fact, approximately 60 percent of the transactions that come across our platform have more than one product in the order.

But while shoppers are purchasing more than one item at a time, retailers traditionally haven’t successfully collected reviews on all of those products.
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New Consumer Study: How Much Will Parents Spend on Back-to-School Items?

by RetailMeNot, Inc. on Jul 21, 2016 12:00:00 AM Digital Marketing, e-Commerce, Consumer Behavior, Retail

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.

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Telling Stories with Transparency

by Lesley Fair on Jul 20, 2016 12:00:00 AM Advocacy, DRTV

“Omnichannel” may be the term du jour, but it’s business as usual for electronic retailers. For more than 30 years, they have introduced innovative ways of communicating with prospective buyers—and have wrestled with the legal challenges that creative formats can present.

Nowhere is the advantage of experience more apparent than in native advertising—content that bears a similarity to the news, feature articles, product reviews, and other material that surrounds it.

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Unsure About Digital Marketing? These Cold, Hard Numbers Will Turn You

by Sean Fay on Jul 19, 2016 12:00:00 AM Digital Marketing

Sometimes you just need a hard kick on the backside to get moving…

… even when you know you’ve got to act. Fast.

That’s true for marketers like you and I too.

You hear impressive stories of video doing wonders for lead gen and conversion. About video earning brands massive exposure as part of an integrated advertising approach.

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Field Report: 4 Powerful Factors Only DR Pros Know

by Jordan Pine on Jul 18, 2016 12:00:00 AM DRTV

“Leads have four critical factors. What they cost is only one...Until you know all four of those factors, you don’t know anything.”

That’s Jay Abraham talking to Tony Robbins in a vintage “Powertalk” interview I just re-listened to courtesy of the Tony Robbins Podcast (TonyRobbins.com/podcast). Abraham is a famous executive coach, author, and consultant “known for his work in developing strategies for direct response marketing in the 1970s,” according to Wikipedia. Listening to his interview, I was reminded that we DR professionals possess unique and powerful knowledge. The “four factors” are a great case in point. According to Abraham, they are:

  1. Cost per lead
  2. Conversion rate
  3. Unit of sale
  4. Residual value
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The Importance of Being Kevin

by Peter Marinello on Jul 15, 2016 12:00:00 AM ERSP, Advocacy, DRTV

“The truth is rarely pure and never simple.”―Oscar Wilde

The date was Feb. 11, 2003. It was colder than usual in New York City that winter morning when FTC Chairman Tim Muris stepped to the podium to address the Cable Television Advertising Bureau. Unbeknownst to those in the audience, things were about to get much chillier. Chairman Muris called everyone’s attention to the screen over his right-hand shoulder and proceeded to show an excerpt from an infomercial for “The Enforma System.” The segment featured a succession of delicious, mouth-watering foods like eggs, bacon, sausage, French-fried potatoes, fried onion rings, hamburgers, and lasagna; thin models in bathing suits and claims like, “You can eat anything you want and never, ever, ever have to diet again.

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New Product Showcase: Celebrating Inventors, Innovation, and the Entrepreneurial Spirit

by Vi Paynich on Jul 14, 2016 12:00:00 AM D2C Convention, DRTV

Once again, ERA has partnered with InventHelp-INPEX to offer budding inventors and entrepreneurs an opportunity to get their product in front of key DRTV decision-makers. What’s more, the InventHelp-INPEX New Product Showcase is a high-energy event that takes place right on the show floor over a two-day period.

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ERA Breaks Further Into Digital With a Grow.co Partnership

by Bethany Adams on Jul 13, 2016 12:00:00 AM ERA News, Digital Marketing, DRTV

The mission of ERA has and continues to be helping our members and the direct-to-consumer marketing community to bridge the gap between traditional DR and digital marketing. We want to aid the industry in adapting to the omnichannel world and in becoming titans of digital marketing—just like we have done with video.  

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How to Keep Affiliates Happy and Producing

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

If your affiliates aren’t happy and getting what they need from you, they’re not going to put their best effort in, which sadly, will result in a less than stellar affiliate program. In a way, it’s like hoping your employees will support your “best place to work” bid when your benefits consist of a referral to social services.

In other words, you can’t blow off your affiliates and expect them to return the favor with an awesome effort. It’s just not going to happen. So how can you get the best out of them?

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Millennials & Mobile Banking: Shaking Up Traditional Banking

by Matthew Katz on Jul 11, 2016 12:00:00 AM Digital Marketing, e-Commerce, Support Services

There are 80 million Millennials in the U.S. alone. Individuals born between 1980 and 2005 are increasingly having a major influence on a number of industries, but perhaps none more than that of banking. From choosing digital banking over the traditional “consumer-teller” practice to eschewing banks altogether, it’s clear that Millennials have put banks on notice. With the growing amount of money Millennials control, banks, now more than ever, must find a way to engage with and provide what this generation is looking for or risk losing it for good.

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Social Media Marketing for B2B and B2C Businesses Has Its Differences

by Bernard Perrine on Jul 8, 2016 12:00:00 AM Digital Marketing

In today’s technological and social media-driven world, businesses of all kinds establish a social media presence in order to connect with possible customers and establish a brand presence within the vastness of the internet. However, the strategy that goes behind developing these internet personalities can differ.

One of the biggest factors impacting strategy is business-to-business company versus business-to-consumer company.
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What Does the Panama Canal Expansion Mean for Direct Response Marketers?

by Patrick Moulton on Jul 7, 2016 12:00:00 AM DRTV, Support Services

June 26, 2016 marked a milestone date for global transportation with the delayed opening of the $5.25 billion Panama Canal expansion. This expansion is expected to result in significant changes for the future of global shipping; however, it is unclear at what speed we will see these changes as significant upgrades to transportation infrastructure are required. The project was originally scheduled for completion in 2014, to coincide with the canal’s 100th anniversary.

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8 Tips for Entering an International Marketplace

by Jessica Hawthorne-Castro on Jul 6, 2016 12:00:00 AM International

The increasingly global business environment is pushing marketers to look overseas for new customers and business partners. Companies can’t ignore the massive potential in having a reach that spans continents. The most prominent benefit, of course, is the expansion of one’s market into new geographic areas.

The upside to expanding overseas is clear, but there are also challenges to taking products and advertising campaigns into unknown territories. In most cases, marketers find that the tools they’ve relied upon for years in their domestic markets don’t always work as well in the international marketplace. For example, some campaigns may not work in foreign markets where language, cultural, legal, and regulatory differences come into play.
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Load Balancing: When it Works (and When It Doesn’t)

by Monica Eaton-Cardone on Jul 5, 2016 12:00:00 AM Support Services

Merchants who accept payment cards are probably aware that there are certain terms and restrictions associated with securing a merchant account and maintaining payment-processing capabilities.

Merchant accounts have definitely become a valuable asset for online merchants, and it’s important to make sure these assets are handled with care.

One element of payment processing that can either enhance or damage processing abilities is load balancing.

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What's Up In DRTV? Manatt Knows!

by Bill McClellan on Jul 1, 2016 12:00:00 AM FTC, Self Regulation, DRTV


There is always a lot going on in the DRTV world. You know as well as I that it’s hard to keep up. That’s why we recently asked our friends at Manatt, Phelps & Phillips, LLP, to brief ERA’s Government Affairs Committee about what has been happening the last couple of months.

The Manatt team of Marc Roth, La Toya Sutton, Lauren Aronson, and Holly Melton covered a ton of ground.

They Updated On The:

  • Federal Trade Commission
  • Food and Drug Administration
  • Consumer Financial Protection Bureau
  • State Attorneys General
  • ERSP Self-Regulation
  • Class Actions
  • Website Terms of Use
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Women in Business Pavilion Has Become a Staple at the D2C Convention

by Vi Paynich on Jun 30, 2016 12:00:00 AM D2C Convention, DRTV

The Women in Business Pavilion will once again take its place prominently on the show floor of the 2016 ERA D2C Convention, September 13-15 at the Wynn Las Vegas. For the past several years, the Pavilion has been a fixture—something attendees have become familiar with and even come to expect at D2C.

What makes this particular exhibit so special?
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What ERA Membership Has Brought Me

by Curtis Kleinman on Jun 29, 2016 12:00:00 AM D2C Convention, ERA News, Committees & Councils

Here are four key benefits that my membership with the Electronic Retailing Association has brought my company and me.

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ERA’s TV Council Explores Online vs. TV on June 30 Call

by Caitlin Haire on Jun 28, 2016 12:00:00 AM Committees & Councils, Digital Marketing, DRTV, e-Commerce

Join the TV Council this Thursday for our monthly call as we tackle the topic, Online vs. TV. We’ll take a deep dive into questions such as, “What level of online activity are agencies and marketers utilizing to reach the consumer in a television environment that is becoming even more fragmented?” and “What does that offline/online relationship look like, and how does that affect the overall campaign ROI?”

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Enforcement Goes Global

by Lesley Fair on Jun 27, 2016 12:00:00 AM Advocacy, e-Commerce, International

Your supply chain is global, and chances are that your customer base is, too. International commerce has become business as usual for most direct response marketers, and international consumer protection is a growing part of the mission of the Federal Trade Commission (FTC). How does FTC promote consumer interests in the borderless world of online commerce? Through effective law enforcement and stepped-up cooperation with the agency’s global counterparts.
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D2C: Masters Series Education Takes Omnichannel to New Heights

by Vi Paynich on Jun 24, 2016 12:00:00 AM D2C Convention, Masters Series

ERA is gearing up for a great D2C conference featuring educational content presented by some of the best and brightest experts in the industry. Our Masters Series sessions will bring you up to speed on the latest strategies and best practices for navigating your business in today’s omnichannel world.

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A Boomer’s Guide to Snapchat

by Peter Koeppel on Jun 23, 2016 12:00:00 AM Digital Marketing

Early this year Statista reported that apps available in the Google Play store had surpassed 2 million choices, so breaking through is a rarified feat akin to successfully scaling Mt. Everest. Enter Snapchat, which, according to its own reports, has 100 million daily active users that represent some 18 percent of all U.S. social media users. Snapchat allows users to send photos and videos that disappear after a few seconds of the intended recipient viewing them. Alternatively, users can add their images to craft their own personalized “story,” which consists of a 24-hour archive that can be served up to the world or just to those who follow an individual’s feed, before it, too, “disappears.”

Baby boomers, already weary from trying to keep up with LinkedIn, Facebook, Twitter, and the like, may wonder—what is all the fuss about? And, as marketers and advertisers may wish to know: are their opportunities to leverage the popular platform to reach younger audiences, such as the demographic aged 18-24 who comprise nearly half of the app’s audience?

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ERSP Aims to Bring Broader Awareness About Self-Regulation

by Jessica Grodzki on Jun 22, 2016 12:00:00 AM ERSP, Advocacy

Following a successful conference in May, ERSP is continuing to make a concerted effort to increase program awareness by reaching out to more regulatory organizations. Next month, ERSP Director Peter Marinello will attend the Conference of Western Attorneys General (CWAG) Annual Conference in Sun Valley, Idaho, from July 17-20.
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Millennials & Mobile Payments: What Is the Price of Convenience?

by Matthew Katz on Jun 21, 2016 12:00:00 AM Digital Marketing, Consumer Behavior, Support Services

We live in an age of accelerated technological advancement. With everything they need right at their fingertips, Millennials are having a major influence on a rapidly evolving consumer landscape. A force of 80 million Americans born between 1981 and 2005 with real spending power increasingly prefer mobile payments via smartphones and tablets over brick-and-mortar shopping. Gone are the days of hanging out at the mall. This trend is changing not only the way merchants must connect with customers, but how goods and services are being bought and sold on a grand scale.

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Giant Spoon to Keynote 2016 ERA D2C Convention

by Vi Paynich on Jun 20, 2016 12:00:00 AM D2C Convention, ERA News

ERA is excited to announce that Mikael Greenlief, director of strategy at Giant Spoon, will present this year’s D2C keynote presentation entitled, Connected Storytelling - Leveraging Digital and Data to Move Beyond Powering Ads, on Wednesday, September 14, 2016 at the Wynn Las Vegas.

Regarded as an everything agency, Giant Spoon embraces the digital culture and believes in an idea-centric strategy, where the idea is the strategy amplified through content, technology, and media. MediaPost honored Giant Spoon as “Creative Agency of the Year” for 2014 and 2015.

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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.