Radio Defines Mass Medium

by Natalie Hale and David Alpern on Jan 11, 2016 12:00:00 AM DRTV, Consumer Behavior, Radio

Without disputing the vitality of digital, television, and print in any DR media mix, it needs to be reinforced that radio is the one remaining true mass medium; reaching more than 93 percent of Americans each and every week. In many markets, there are often individual stations that easily cume (reach) 10 percent or more of their entire local population.

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Men, Shopping & Mobile: 3 Critical Insights That Helped Capture the Male Shopper

by Jerry Hum on Nov 18, 2015 8:30:00 PM Digital Marketing, e-Commerce, Consumer Behavior, Retail

Given the recent success of e-commerce brands targeting men—from Bonobos to Dollar Shave Club—it’s easy to forget that just a few years ago, few people saw male shoppers as a viable market for e-commerce.

Many traditional retailers—and even those online such as Gilt—have struggled to capture the attention of male shoppers. We saw a huge gap in the marketplace back in 2012 when we started Touch of Modern.

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6 Important Statistics About U.S. Hispanic Consumers

by Cory Bergeron on Sep 13, 2015 3:00:00 PM Consumer Behavior

I am a northern boy. Born and raised in New England and Pennsylvania and as vanilla as they come, I once viewed the U.S. Hispanic population as little more than a smattering of communities centered around our southern borders. Ignorant as I was in my upbringing (spending my high school years amid corn, soybeans, and Amish buggies), my eyes became wide open rather quickly upon my first visit to a college in Miami! As I look back 20 years now, I laugh at how sheltered my perspective had been.
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Leveraging Big Data to Build Customer Conversations

by Jeff Kirchick and Sam Espinosa on Aug 10, 2015 7:30:00 PM D2C Convention, Digital Marketing, Consumer Behavior

Are you planning to attend this year’s ERA D2C Convention and want to learn more about Big Data? Then join us on Wednesday, October 7, in the Learning Lounge for “ Modern Marketing: Are You Meeting the Connected Customer’s Expectations?” During this 30-minute session, Next Caller’s Sam Espinosa and Jeff Kirchick will be speaking on the importance of using Big Data to increase customer response and maximize contact synchronicity.
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5 Reasons Why Merchants Should Offer Discounts to Shoppers

by Greg Shepard on Jun 21, 2015 5:00:00 PM Digital Marketing, e-Commerce, Consumer Behavior

Hey direct marketers and merchants. Stop. It’s not your problem. You can’t solve it. Many of you think the issue with coupons is your issue to solve in order to raise the average sale price. Stop, slow down, and look at one simple fact. More than 70 percent of the U.S. population will not buy your brand without a discount simply because they cannot afford to do so.

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OPINION: How Much Should Direct Response Marketers Care about Customer Satisfaction?

by Jordan Pine on Dec 15, 2014 8:30:00 PM Digital Marketing, DRTV, Consumer Behavior

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.

There is an inherent conflict between the companies that market your typical ‘As Seen on TV’ (ASOTV) product and their customers. The companies want to make a profit, of course, while also ensuring their product sells at a rate deemed worthy of staying on the shelf. Their customers want a product that delivers on the promises made in a TV commercial, and they want it for a bargain price.

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4 Buyer Personas That Will Have Direct Response Marketers Wanting More

by Sam Mallikarjunan on Dec 14, 2014 7:30:00 PM Digital Marketing, Consumer Behavior

Buyer personas are perhaps the most valuable tool available to the modern eCommerce marketer—the tool by which all other tactics are guided. Buyer personas are simply stories containing specific parameters that help you identify how to reach and influence a specific type of customer.
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Retail Study: Six Truths Your Customers Want You to Know

by Shannon Warner on Nov 30, 2014 8:00:00 PM Digital Marketing, Consumer Behavior

Shoppers know retail better than you do. But in the name of innovation, many retailers are implementing new systems without first finding out what their increasingly technologically savvy customers want. They forget customer empathy, and that’s a big mistake.

In the fifth annual Cognizant Shopper Experience Study, we asked 5,300 shoppers for their opinions—and they gave us an earful.

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NRF Survey: Bargain Hunters Holding Out for Hot Holiday Deals

by Kathy Grannis on Nov 23, 2014 5:00:00 AM Consumer Behavior

Procrastinators and bargain hunters alike are taking their time getting started with their holiday shopping bonanza, possibly to take advantage of deeper discounts over Thanksgiving weekend and late in the season. According to NRF’s Holiday Consumer Spending Survey conducted by Prosper Insights & Analytics, 45.6 percent of holiday shoppers say they haven’t started shopping yet, relatively flat with last years’ 46.2 percent but the lowest in the survey’s seven-year history.
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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.