Friday Forecast: Media Attribution Innovators Share Key Insights

by Rick Petry on Apr 20, 2018 4:50:07 PM Digital Marketing, Direct Response, Marketing

 

Media attribution is the art and science of determining which marketing efforts are driving consumer behavior that results in online and offline traffic, lead capture and actual sales. Of course, in the pre-internet days, marketers had the ability to allocate unique toll-free numbers to different advertisements and the corresponding media they were running in or on, so there was precision in knowing how effective any given airing or listing was. There was effectively a direct cause and effect — call it a straight line — that could be drawn between an ad and its corresponding response. Enter digital marketing and smartphones and now consumers can interact with marketers when, how and where they like.

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Enhancing Customer Engagement through Brand Ambassadors

by Steve Wachs on Mar 28, 2018 3:00:00 AM Digital Marketing, Brand Marketing, Customer Service, Marketing

CITGO Petroleum Corporation has been an iconic American brand since 1910. Yet, although the company boasts a long history of providing a variety of services to consumers, like any forward-thinking company, CITGO wanted to make sure its brand identity had staying power. To do that, the company knew it needed to keep up with today’s tech-savvy consumers by introducing its own mobile app.

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[OPINION] Why Google Owes TV a Big Thank You

by Bill McCabe on Mar 22, 2018 3:00:00 AM Digital Marketing, DRTV, e-Commerce, Direct Response, Marketing

 

Every day, Google processes 3.5 billion search queries. That’s an average of 40,000 per second. And while Google deserves a ton of credit for its success and dominance, it may want to send out a few “Thank You” notes. A most worthy recipient, in my opinion, would be the television industry and its advertisers.

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Friday Forecast: Mitt Happens – How a Disposable Wipe Went Viral and Cleaned Up

by Rick Petry on Mar 16, 2018 4:22:39 PM Digital Marketing, DRTV, Social Media, Direct Response, Marketing, Consumer, As Seen on TV

Just about everyone in advertising or marketing who isn’t already a marketer has dreamed of having that winning product that will allow them to reap the fruit of their expertise from the client side of the desk, as opposed to that of a vendor. Such was the case back in 2013 when Michael Weinstein was driving across New York’s Westchester County, listening to shock jock Howard Stern on the radio. Weinstein, who today is Chief Marketing Officer for Allstar Products Group, was running a digital agency at the time. Stern had billionaire Mark Cuban as his guest and had thrown down a challenge to his staff: each of them took a turn pitching a product idea to Cuban to see if they could pique the businessman and investor’s interest. When it came time for producer Richie Wilson to pitch, he was flush with an idea: a disposal wet wipe in the shape of a mitten called, Shittens. The entire studio, not to mention the listening audience, was in stitches. Cuban’s response: “Shittens! Everyone needs one!”

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Thank God I Own a Drone

by Collette Liantonio and Collette Stohler on Dec 19, 2017 1:02:20 PM Digital Marketing

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.

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This Holiday Season, it’s Mobile Commerce or Bust!

by Teresa Zobrist on Dec 11, 2017 11:31:13 AM Digital Marketing, e-Commerce

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.

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Friday Forecast: Media Matters: 5 Key Takeaways From Bluewater Media's Gina Pomponi

by Rick Petry on Oct 27, 2017 10:19:26 AM Digital Marketing, Direct Response

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.

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Friday Forecast: But Wait...There Really is More...5 Fast Takeaways From Lipstick's Francine Bergman

by Rick Petry on Oct 13, 2017 10:14:22 AM Digital Marketing, Advertisements

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).

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What Does The Internet Have To Do With It? EVERYTHING

by Arielle Jessel on Sep 18, 2017 2:43:49 PM Digital Marketing

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.

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Friday Forecast: VisionWorx CEO Nancy Duitch Reveals 5 Fast Takeaways From a Lifetime of Learning

by Rick Petry on Sep 15, 2017 11:19:21 AM Digital Marketing, Brand Marketing

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.

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What’s Hot in Digital Media? What’s Not Quite so Hot?

by Bill McClellan on Jun 29, 2017 2:10:11 PM Digital Marketing, Advertisements

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.

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The FTC Isn't the Only One Watching Direct Response Marketers

by Bill McClellan on May 17, 2017 9:36:05 AM FTC, Digital Marketing, Direct Response

Recently, I told you "A Story about “Big Luther” Strange III" to encourage you to come to this year’s GA Fly-In & ERSP Summit. Later, I reported on the "Top 5 Reasons" you should make the trip. 

While re-reading these top five reasons, I realized I left out one of the most important reasons you should attend this year.

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Friday Forecast: Text - Direct Marketing's Next Big Thing?

by Colleen Ferrier and Rick Petry on Apr 7, 2017 10:37:30 AM Digital Marketing, Consumer Behavior, Texting

 

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?

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Friday Forecast: The Marketing Tactic That Works Everywhere, Every Time

by Colleen Ferrier and Rick Petry on Mar 3, 2017 2:50:18 PM Great Ideas Summit, Digital Marketing, Brand Marketing


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. 


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Mark Your Calendars: ERA Continues Webinar Series

by Jim Perrus on Jan 12, 2017 8:00:00 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 2017 webinars.

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Three Tips for Using Email Segmentation to Boost Retention

by Sarah Patrick on Dec 5, 2016 1:00:00 PM Digital Marketing

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.

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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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"The Influencers:" A 60 Minutes’ Segment All Marketers Must See

by Rick Petry on Nov 9, 2016 3:00:00 PM Digital Marketing

 

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. 

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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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Into the Fold

by Ian P. Murphy on Oct 25, 2016 12:00:00 AM Digital Marketing, DRTV

In social media, another click-through is rarely more than a split-second away. As a result, there isn’t much time to make a comprehensive sales pitch, much less build a brand. A new Facebook campaign promoting the Chase United MileagePlus Explorer Visa card has challenged those constraints, however, and built awareness and conversions with a creative treatment that appeals to the escapist in everyone.
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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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[Session Video] Game of Fives: How to Win on TV and Digital in 5 Minutes

by Vi Paynich on Oct 14, 2016 12:00:00 AM D2C Convention, Digital Marketing, DRTV, Masters Series

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?

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How Social Media Can Make or Break Your Brand

by Marsha Friedman on Oct 10, 2016 12:00:00 AM Digital Marketing

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.

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Christmas in October: Pros & Cons of Early Holiday Sales

by Monica Eaton-Cardone on Oct 3, 2016 12:00:00 AM Digital Marketing, e-Commerce, Retail, Support Services

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?

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[VIDEO] Giant Spoon’s Mikael Greenlief Focuses on Connected Storytelling During D2C Keynote

by Vi Paynich on Sep 28, 2016 12:00:00 AM D2C Convention, Digital Marketing, Consumer Behavior

“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.

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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.