Using Tech to Tell Stories

by Jessica Hawthorne-Castro on Aug 25, 2016 12:00:00 AM Digital Marketing, DRTV, e-Commerce

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.

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[SESSION SPOTLIGHT] How to Use Online Video to Master User Engagement

by Jack Haanraadts on Aug 24, 2016 12:00:00 AM D2C Convention, Digital Marketing, DRTV, Masters Series

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.

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Making the Cut

by Ian P. Murphy on Aug 23, 2016 12:00:00 AM ER Magazine, DRTV

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.

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5 Ways to Get the Most out of D2C (or any other conference)

by Chuck Wilkins on Aug 22, 2016 12:00:00 AM D2C Convention, DRTV, e-Commerce

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:

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Dan Danielson to Receive ERA Lifetime Achievement Award at 2016 D2C Convention

by Steve Syatt on Aug 19, 2016 12:00:00 AM D2C Convention, ERA News, Moxie Awards, DRTV

ERA has named Dan Danielson, Co-Chairman of Mercury Media, as the recipient of the 2016 ERA Lifetime Achievement Award. Danielson will be honored during a special presentation at the Moxie Awards Gala, which will take place on Thursday, September 15, in conjunction with the 2016 ERA D2C Convention.

The ERA Lifetime Achievement Award is awarded to a deserving member whose career achievements have had a profound impact on the industry.
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ERSP Shares Legal Updates from Recent Events

by Jessica Grodzki on Aug 18, 2016 12:00:00 AM Advocacy, Self Regulation, DRTV

In early August, ERSP hosted a webinar for the ERA Government Affairs Committee. During the presentation, Peter Marinello, ERSP director, discussed the Conference of Western Attorneys General (CWAG) Annual Meeting held in July in Sun Valley, Idaho. At the conference, Attorneys General, and other regulatory experts explored current legal issues, ranging from the short-term rental market to the ethics of online legal services.
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30 Years of Quality, Value, and Convenience

by Ian P. Murphy on Aug 17, 2016 12:00:00 AM DRTV, e-Commerce

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.

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How Retailer Loyalty Programs Can Take Advantage of Summer Travel

by Danielle Brown on Aug 16, 2016 12:00:00 AM e-Commerce, Retail

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.

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GoConvergence’s SVP Creative & Marketing Brand Action Chris Harris Says ERA D2C is Right for Me

by Steve Syatt on Aug 15, 2016 12:00:00 AM D2C Convention, DRTV

Chris Harris, Senior Vice President, Creative & Marketing Brand Action for GoConvergence, says ERA D2C is Right for Me:

“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.
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4 Ways to Fix Poor Product Content that Is Costing You Money in Commerce

by Rick Chavie on Aug 12, 2016 12:00:00 AM Digital Marketing, e-Commerce, Retail

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.

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ERA Launches The Industry Women’s Council

by Jim Perrus on Aug 11, 2016 12:00:00 AM D2C Convention, ERA News

ERA is pleased to announce the newest addition to its Committee & Council lineup, The Industry Women’s Council. This is a new group consisting of women in the industry. The council will first meet in person at the 2016 ERA D2C Convention (Tuesday, September 13 – 2:00 p.m. – 3:00 p.m. PT in Palmer 2 Room at the Wynn Hotel Las Vegas). We will then meet on a monthly basis via conference call and in person at The Great Ideas Summit in Puerto Rico.  

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.
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Is there a difference between 'natural' and 'all natural'? FTC says yes

by Ivan Wasserman on Aug 10, 2016 12:00:00 AM Advocacy, FTC

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.

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Mark Your Calendars: ERA Unveils New Webinar Series

by Jim Perrus on Aug 9, 2016 12:00:00 AM ERA News, Committees & Councils, Digital Marketing

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.

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Risky Business: The Dangers of Offshore Merchant Accounts

by Monica Eaton-Cardone on Aug 8, 2016 12:00:00 AM DRTV, e-Commerce, Support Services

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.

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[OPINION] U.S. Merchants: Stop Leaving Money on the Table in Europe

by Jerome Traisnel on Aug 5, 2016 12:00:00 AM International, 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.

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.

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[SESSION SPOTLIGHT] Cross-Channel Attribution: Avoiding the Risks to Reap the Rewards

by Vi Paynich on Aug 4, 2016 12:00:00 AM D2C Convention, Digital Marketing, DRTV, Masters Series

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.

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Let’s Get the Conversation Started!

by Vi Paynich on Aug 3, 2016 12:00:00 AM ERA News, Digital Marketing

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?

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What’s Millennial Brand Loyalty Worth to You?

by Matthew Katz on Aug 2, 2016 1:23:34 AM Digital Marketing, e-Commerce, Consumer Behavior, Support Services

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.

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Membership ‘Is’ the Reward!

by Bill Southwick on Aug 1, 2016 12:00:00 AM D2C Convention, ERA News, Committees & Councils

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.

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The Never-Ending Story

by Ian P. Murphy on Jul 28, 2016 12:00:00 AM ER Magazine, DRTV, Brand Marketing

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.

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Internet Marketing Inc.’s Michael Montgomery Shares ‘Why D2C Is Right for Me’

by Steve Syatt on Jul 27, 2016 12:00:00 AM D2C Convention, ERA News

Michael Montgomery, Vice President Business Development for ERA member Internet Marketing Inc., says ERA D2C is Right for Me:

“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.
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The Do & Don’ts for a Successful DRTV Advertising Campaign

by Kanika Khanna on Jul 26, 2016 12:00:00 AM DRTV

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.

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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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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.