It's Time to Get Digital

by Julie Coons on Jul 9, 2014 5:31:00 PM D2C Convention, Monthly ERA Update

122_Julie_Coons_120ERA strives to provide members with the latest tools and resources to help them stay competitive in the marketplace. That means keeping pace with the trends occurring in the industry, and sharing its findings with members. One significant change is that direct response has evolved from a single-channel marketing practice into an omnichannel ecosystem.

Marketers can no longer depend solely on traditional direct marketing methods to reach consumers. Today’s digital world demands that marketers diversify their messaging and embrace online video, social media, and mobile advertising to meet customers wherever and whenever they want to transact business.

According to a Nielsen study, 76 percent of tablet owners use their devices while watching TV, and about 63 percent of smartphone owners do the same. Some 59 percent of mobile users are as comfortable with mobile ads as they are with TV and online ads, according to a study by InMobi; shouldn’t you give mobile a second look? And YouTube is the second-largest search engine in the world; doesn’t it make sense to incorporate online video into your marketing strategy?

ERA’s goal is to lead members to become as expert in digital and mobile marketing and delivery as they are in television marketing, teleservices, and fulfillment. How? By offering ways to spur business growth. That’s why the theme of the 2014 ERA D2C Convention is “Branch into New Growth With Smarter Multi-channel Strategies.” During the conference, ERA will offer a plethora of Masters Series sessions focused on digital marketing, presented by highly respected thought leaders in the field.

I’m thrilled to announce that Sukhinder Singh Cassidy, chairman and founder of a leading shopping website, Joyus, will deliver this year’s keynote speech. Singh Cassidy will share her company’s experiences and best practices for online video commerce and content in her presentation, “The Internet Is the New TV: Using Video Commerce to Unlock Online Sales.”

Our industry is experiencing a sea change. Digital technology is forcing direct marketers to diversify their marketing tactics, and we must raise the bar to keep up with today’s tech-savvy consumers. ERA knows this can be a challenge for traditional direct marketers, but consider the synergies this industry can forge with experts in the digital marketing space, and how these business relationships can translate into new revenue opportunities. It’s time to think smarter by thinking digital.

I look forward to seeing you at the 2014 ERA D2C Convention, September 16-18 at the gorgeous Wynn Las Vegas Hotel.

Julie Coons's blog
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