Peter Koeppel

Peter Koeppel president of Koeppel Direct, a full-service media buying agency based in Dallas. He can be reached at 972-732-6110 or online at pkoeppel@koeppelinc.com.
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Recent Posts

CES 2017: Welcome to the Era of Acute Consumer Control

by Peter Koeppel on Jan 17, 2017 3:30:55 PM Trends

Advertisers know that with the ubiquity of the Internet, that the balance of power has shifted from marketer to consumer, as the latter now engage with brands how, where, and when they want. But if there was one overriding trend to trump all others at this year’s Consumer Electronics Show which ended last week in Las Vegas, it was the idea that through evolving technologies, that choice and control will empower consumers to whole new levels in the coming years. In the simplest terms, tailoring experiences – whether they be in terms of entertainment, security, household chores, or transportation -- will increasingly be subject to the tastes and whims of the individual, and in many cases, the smartphone will play a central role. Here are five examples of such technology due to take broader hold in the marketplace and the opportunities and threats they may represent to marketers.

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Peter Koeppel’s 6-Part Series on Trend Spotting: Part 6, Media Attribution

by Peter Koeppel on Nov 17, 2016 4:30:00 PM Digital Marketing, Trends

At the recent D2C convention, I presented a session entitled Trend Spotting: Benchmarking the Present and Predicting the Future of Marketing. My intention was a simple one: to synthesize the latest statistics, forecasts, and best practices in marketing from over 100 different sources to save my audience time and to provide insight that will help you today and in the future. In the sixth and final of my multi-part series I take a look at media attribution and the vital role it has in direct marketing. Given the presentation was confined to an hour, this is bonus material we did not have an opportunity to cover during the live event.

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Peter Koeppel’s 6-Part Series on Trend Spotting: Part 5, Mass Retail

by Peter Koeppel on Nov 14, 2016 4:41:24 PM Brand Marketing, Retail, Trends

At the recent D2C convention, I presented a session entitled Trend Spotting: Benchmarking the Present and Predicting the Future of Marketing. My intention was a simple one: to synthesize the latest statistics, forecasts, and best practices in marketing from over 100 different sources to save my audience time and to provide insight that will help you today and in the future. In the fifth of this six-part series we take a look at mass retail and its impact on direct marketing. For the purposes of this blog post, the term “retail” will mean traditional bricks and mortar retail. Given the presentation was confined to an hour, I have had to limit my focus, but hopefully the learnings gleaned will prove helpful to the reader.

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Peter Koeppel’s 6-Part Series on Trend Spotting: Part 4, Social Media

by Peter Koeppel on Nov 3, 2016 1:51:39 PM D2C Convention, Digital Marketing, Brand Marketing, Social Media

At the 2016 ERA D2C convention in Las Vegas last September, I presented a session entitled Trend Spotting: Benchmarking the Present and Predicting the Future of Marketing. My intention was a simple one: to synthesize the latest statistics, forecasts, and best practices in marketing from over 100 different sources to save my audience time and to provide insight that will help you today and in the future. In the fourth of this six-part series we take a look at social media. Given the presentation was confined to an hour, I have had to limit my focus, but hopefully the learnings gleaned will prove helpful to the reader.

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Peter Koeppel’s 6-Part Series on Trend Spotting: Part 3, Mobile

by Peter Koeppel on Oct 27, 2016 3:03:56 PM

At the recent D2C convention, I presented a session entitled Trend Spotting: Benchmarking the Present and Predicting the Future of Marketing. My intention was a simple one: to synthesize the latest statistics, forecasts, and best practices in marketing from over 100 different sources to save my audience time and to provide insight that will help you today and in the future. In the third of this six-part series we take a look at mobile. Given the presentation was limited to an hour, I have had to limit my focus, but hopefully the learnings gleaned will prove helpful to the reader.

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Trend Spotting: Online (Part 2)

by Peter Koeppel on Oct 20, 2016 12:00:00 AM D2C Convention, Digital Marketing, e-Commerce, Consumer Behavior

At the recent D2C Convention, I presented a session entitled, Trend Spotting: Benchmarking the Present and Predicting the Future of Marketing. My intention was a simple one: to synthesize the latest statistics, forecasts, and best practices in marketing from over 100 different sources to save my audience time and to provide insight that will help you today and in the future. In the second of this six-part series, I'll take a look at online. Given the presentation was limited to an hour, I have had to limit my focus, but hopefully the learnings gleaned will prove helpful to the reader.

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Trend Spotting: Offline (Part 1)

by Peter Koeppel on Oct 11, 2016 12:00:00 AM D2C Convention, DRTV, Consumer Behavior

At the recent D2C Convention, I presented a Masters Series session entitled, Trend Spotting: Benchmarking the Present and Predicting the Future of Marketing. My intention was a simple one: to synthesize the latest statistics, forecasts, and best practices in marketing from over 100 different sources to save my audience time and to provide insight that will help you today and in the future. Over the next six weeks on consecutive Tuesdays, I will be blogging about each of a half-dozen marketing channels and topics.

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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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The Case for Telemarketing Amid the Digital Age

by Peter Koeppel on Apr 19, 2016 12:00:00 AM Digital Marketing, e-Commerce, Support Services

With the majority of direct sales now coming in over the Internet, some direct response marketers have pulled the plug on inbound telemarketing. The motivation to do so has been driven primarily by online marketing’s ability to capture a lead or sale at a significantly lower cost, not to mention the hassle and logistical challenges that telemarketing presents. But marketers who are not speaking with their clients may be missing out on a valuable opportunity to engage in a dialogue with their consumers that can be of tremendous value. Here are just some of the ways that telemarketing can help create value for marketers...

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It’s Time Direct Marketers Start Asking a Fair Price

by Peter Koeppel on Mar 10, 2016 12:00:00 AM Digital Marketing, DRTV

There is a legacy in direct marketing born of exclusive TV offers, As Seen On TV products, and direct-to-consumer offers where the price of entry for a buyer involves little to no financial risk. Consequently, many products are sold for $29.95, $19.95, and $9.95, or based upon risk-free trials, buy-one-get-one-free come-ons (BOGOs), and other lowest common denominator schemes. But in today’s omnichannel marketplace, where customers make less and less distinction between products sold on a direct basis versus traditional brick-and-mortar retail, it is time for the industry to reevaluate this low- to no-price approach.

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Why Do DRTV Commercials Have the Advantage Over Infomercials?

by Peter Koeppel on Feb 4, 2016 12:00:00 AM Digital Marketing, DRTV, e-Commerce

Since the modern infomercial was born in 1984, many direct marketers have believed that it gave them a decided advantage over short-form DRTV, typically defined as 60- second and two-minute spots. The reason was simple: infomercials gave advertisers twenty-eight-and-half minutes to convincingly make a pitch and close a sale, a feat that could frequently be achieved in one airing.

Today, however, with media and audience fragmentation at an all time high, the world of DRTV is quite different. DRTV still manages to use the advantage of longer lengths and cheaper media than its general advertising brethren, but much like those “image” advertisers, DRTV is now the first step in a longer process.

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[OPINION] QVC’s Acquisition of Zulily: The Shape of Things To Come

by Peter Koeppel on Aug 27, 2015 8:00:00 PM DRTV, e-Commerce

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 news earlier this month that QVC bought flash-sale site Zulily should come as no surprise. It foreshadows what will undoubtedly become an era of merger-and-acquisition activity, given the recovering economy and need for retailers to scale their portfolios. For marketers, such movement will create both opportunities and challenges that they will need to be prepared for.
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Is YouTube Right for Direct Response?

by Peter Koeppel on Apr 8, 2015 3:00:00 AM Digital Marketing

For years now, YouTube has been a go-to destination for Internet users from all walks of life. And Google has successfully nurtured the video-sharing site into a Web mainstay—but there’s one big problem: it’s not a profitable business.

At the end of 2014, Google’s online-video unit posted revenue of $4 billion, which was up from $3 billion in the previous year.
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Google Reveals e-Commerce Plans with “Buy” Button

by Peter Koeppel on Mar 11, 2015 3:00:00 AM e-Commerce

It’s no secret that Google and Amazon go head-to-head in a variety of venues—including online shopping. The search engine company is now poised to more directly compete with the retailer. Google has approached several retailers about creating a “buy” button for its shopping sites.
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China’s Web Traffic Policy Has Many Parties’ Hands Tied

by Peter Koeppel on Feb 16, 2015 3:00:00 AM Digital Marketing

Doing business in China as a foreign company has never been easy, but it’s now getting harder for Google and other tech companies.

As a part of tightening internal security, the Chinese government has implemented stricter policies on Internet communication. This trend is a huge thorn in Google’s plans to help advertisers get in front of the Chinese audience—and can be troublesome to Chinese companies as well.
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Has Ivory Had Its Day?

by Peter Koeppel on Oct 28, 2014 3:00:00 AM Brand Marketing

Ivory Soap has been a mainstay for Procter and Gamble’s consumer products.

But now as the 135-year-old company has begun to cull its wide brand line the fate of Ivory soap is unclear. In the coming years, P&G will clear out its weakest performing brands to focus on the 70 to 80 that will produce the best results. Although the company hasn’t yet announced which products it will cull, Ivory’s numbers may have it on the chopping block.

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Twitter Silences Its Naysayers as Users Surge

by Peter Koeppel on Aug 21, 2014 8:41:00 PM Miscellaneous

Twitter recently silenced doubts about its shrinking user growth with strong results in the second quarter.

This is welcome news for media buyers who have come to rely on the social network for valuable advertising space with social customers. Twitter’s strong results across the board in the second quarter caused shares to surge 29 percent to $46.92, which was more than its first-day closing price of $44.90.

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Music-Based Television Shows Sink in Popularity

by Peter Koeppel on Jun 25, 2014 10:41:00 AM Miscellaneous

Just a few years ago, music-based television was dominating the ratings and the hearts of viewers. However, after a flood of shows inspired by “American Idol’s” initial success, the outlook for this genre doesn’t look too bright. 

Simon Cowell, who was responsible for several music-based shows on television, has stated, “[Music shows] have flooded the market. There have simply been a ton of shows and something has simply gone awry.” Cowell served as producer as well as a judge on “American Idol,” “The X Factor” and “America’s Got Talent.” 

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Apple’s Acquisitions Give Hints About the Company’s Plans

by Peter Koeppel on Mar 20, 2014 3:45:00 PM Miscellaneous

Apple has been busy over the past 18 months. 

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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.