After 35 years as a creative director and writer in DRTV, many would consider me to be a direct response expert. When my daughter, Collette Stohler, invited me to critique her social media postings for a prominent shoe company, I felt my insight would be invaluable. Collette and her husband Scott are travel journalists and social media influencers on Roamaroo.com.
According to the CMO Council, mobile e-commerce will contribute 24.4% to the total revenue of the e-commerce sector by the end of 2017. Mobile-first design is imperative in the website development to position retailers to capture this market share.
This is one of an occasional series featuring direct marketing leaders who will share five key insights they have learned from their career in marketing and advertising.
This week your Friday Forecaster visited Gina Pomponi, President of Bluewater Media’s Media Division. Bluewater Media is a fully integrated results-oriented marketing agency that manages Omni-Channel campaigns for a wide variety of product categories and brands. Gina, who started her career in 1990 at Direct Response Media under the tutelage of Maria Eden, created her media department at Bluewater from the ground up, allowing the agency to round out its full suite of services.
This is the third in an occasional series featuring direct marketing leaders who will share five key insights they have learned from their career in marketing and advertising.
Recently your Friday Forecaster sat down with Francine Bergman, the president and producer extraordinaire behind Lipstick, Inc., a premier Los Angeles-based production and marketing company that specializes in direct response television (DRTV).
The internet isn’t just something that affects our social lives, although many people still look at it that way. Yes, we’ve changed the way we connect on a monumental scale, implementing tools like email to instantly get in touch with each other and using platforms like Facebook and Instagram to share the daily happenings of our lives. However, there’s so much more than just the extracurricular moments. There's the socialization aspect that happens after the bells of real life ring.
This is the first of an occasional series featuring direct marketing leaders who will share five key insights they have learned from their career in marketing and advertising.
Recently your Friday Forecaster sat down with Visionworx CEO and ERA member Nancy Duitch, a 30 veteran of direct marketing who has worked on both the client and agency side, generating over $3 billion in Omni-Channel sales. We asked her to consider five key insights she could share with our audience based upon a lifetime of learning.
It’s time to play a game called, ‘what’s hot and what’s not in digital media?’ The insight comes from the 2017 Government Affairs fly-in panel presentation entitled “What’s Hot & Not – Policy & Marketing Strategies for Digital Media.”
We were joined by Jonathan Gelfand, chief legal officer & SVP business development, BeachBody LLC, Rich Cleland, assistant director for advertising practices, Federal Trade Commission (FTC), and the panel was moderated by Jeff Knowles, partner, Venable LLP.
Our panelists explored the opportunities and challenges associated with issues in the blossoming digital landscape.
While re-reading these top five reasons, I realized I left out one of the most important reasons you should attend this year.
For many years, direct response advertising has offered consumers two primary ways of reaching out to marketers: the telephone and the web. Now a third, exciting avenue has emerged: text. Why do we think this is such a compelling opportunity?
According to Dr. Robert Cialdini, author of the seminal marketing treatise, Influence: The Psychology of Persuasion, there is one weapon of influence that works in every culture and in every corner of the globe. What is it you may wonder? Reciprocity.
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 2017 webinars.
Are you using your email list to its full potential? As a digital business, if you don’t have a strong email strategy, you’re missing out on some huge opportunities for engaging and retaining customers and making sales. In fact, in terms of ROI, email drives the best results of all marketing tactics, even more so than social media.
A perfectly timed, highly personalized email is one of the most effective ways to get your customers’ attention. But, if your email doesn’t feel relevant to them, customers will hit unsubscribe — or worse — mark your email as spam.
The solution is to segment your list and send highly targeted emails, but that’s easier said than done. In fact, according to a new survey from Clutch, a B2B research firm, targeting and segmentation ranks as marketers’ biggest challenge.
But it’s well worth putting in the work to get it right. According to research from MailChimp, segmented email campaigns have 14% higher open rates and get 63% more clicks than non-segmented campaigns.
Not sure where to start with segmentation? Here are three tips that can help.
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.
CBS news magazine 60 Minutes ran a segment entitled “The Influencers”. This must see segment is about 20-somethings who are currently making hundreds of thousands of dollars by leveraging the power of their social media presence to endorse products for some of the world’s largest brands. It is an eye-opening segment that every marketer needs to see.
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.
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.
On Wednesday, September 14, at the D2C Convention, marketing professionals attended the Masters Series session, Game of Fives: How to Win on TV and Digital in 5 Minutes led by moderator Ava Seavey, Avalanche Creative Services. During this very informative hour, Seavey and panelists Maria Kennedy (Discovery Communications), Kate Malevich (Mercury Media), and Susan McKenna (Hairclub and Bosley) discussed a little-known alternate-length spot in DRTV and Digital: the five-minute format.
Want to learn how these leading industry experts have been able to use this alternate-length format—or “mini-mercials”—to generate greater response?
Often—much too often in my view—I talk with CEOs who are still resistant to getting involved with social media. It’s as if they view sites such as Facebook and Twitter as little more than pesky annoyances that are irrelevant to what they do.
They fail to recognize just how powerful social media can be as a tool that allows them to promote their brands, communicate with customers, and handle damage control when complaints come tumbling in.
At this point, it’s somewhat of a cliché to comment that “the holidays just keep getting earlier each year.”
This year, the holiday shopping season crept right up into the end of the back-to-school season, with Walmart releasing its “25 Hottest Toys for the Holidays 2016” list on September 1. Now we have to ask—what are the benefits to retailers to continue pushing holiday shopping earlier, and is there a downside?
“Right now, we’re in a moment in the industry where we have more data on consumers than ever before,” said Mikael Greenlief, Director of Strategy at Giant Spoon, during the keynote luncheon at the 2016 ERA D2C Convention. “Ninety percent of all consumer data has been captured in the last two years.” Because marketers have access to this data, he also noted that they are now able to connect with consumers on different levels more so than what they had traditionally been able to do in the past.
Businesses, professionals and others who use social media to promote a brand often are unsure whether what they’re doing is effective.
Their usual ways of measuring success—such as how many leads or sales were generated—don’t really apply and that leaves them puzzled.
Protecting one’s brand today requires more foresight and vigilance than ever. The Internet and cutting-edge technologies enable individual infringers to attain wide distribution of counterfeits with decreased chances of detection. Whether creating multiple accounts to sell counterfeit goods on popular e-commerce platforms or dealing in trade secrets and stolen intellectual property through the anonymity of the “dark web,” infringers have multiple ways to maximize profits while minimizing manufacturing costs and the risk of getting caught. Here are some trends worth noting in intellectual property and brand protection for 2016.
E-commerce activity in the United States reached a tipping point last year, according to the Commerce Department and Internet Retailer, with online sales taking a double-digit share (10.6 percent) of 2015’s more than $3 trillion in total retail sales for the first time, up from 9.8 percent in 2014. Total North American e-commerce sales reached $341.7 billion in 2015, and one company—Amazon—claimed a whopping 28 percent of that figure.
At the tender age of 16 I took my first job: pumping gas at a service station. While the adjoining carwash was already automated, the idea that I might no longer be needed came as a surprise. My initial response was, “No way are people going to pump their own gas and stick a credit card in a machine.”
Fast-forward to today, and it’s a shock there isn’t a sketch of my adolescent self in the dictionary next to the word naïve.