With the presidential election competing for television airtime, the environment has so far created several unusual challenges for marketers and media buyers. At the same time, companies disenchanted with the results of their digital campaigns and brand awareness continued a migration back to TV.
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.
The Think Tank hosted five Masters Series sessions, with the first one focusing on Game of Fives: How to Win on TV and Digital in 5 Minutes.
ERA presented six 60-minute sessions covering such topics as direct response marketing basics, mobile, affiliate marketing, cross-channel attribution, omnichannel marketing.
With marketing changing at breakneck speed, the industry faces a new challenge: how do you keep up with the latest trends, separate what is meaningful, and plan for today and for the future?
On Thursday, September 15, Koeppel Direct’s Peter Koeppel will present this special 45-minute Masters Series session, culling insights from over 100 of the latest studies and articles to identify the key trends that are helping innovative marketers leverage success.
On Thursday, September 15, ERA will honor Marketing Maven CEO and President Lindsey Carnett with its ERA Volunteer of the Year Award. Carnett will receive the recognition as part of the 2016 ERA D2C Convention’s Moxie Awards Gala at the Wynn Hotel, Las Vegas.
The ERA Volunteer of the Year Award recognizes members for their extraordinary contributions to the association.
In March, a new federal law took effect that places additional pressure on importers to develop compliance systems for their supply chains, including identification of items potentially made with forced labor. The Trade Facilitation and Trade Enforcement Act of 2015 (Trade Act) prohibits the import into the United States of goods, wares, articles, and merchandise mined, produced, or manufactured in a foreign country by convict, forced, or indentured labor. The new law comes at a time when federal and state regulators are turning their focus to supply chain management as a way to combat forced labor overseas.
ERA announced that Amir Tukulj, CEO of Thane Direct, as recipient of the 2016 Marketer of the Year award. This award recognizes an executive or company that has clearly shown outstanding success over the past year. Thane and Tukulj will be honored during the 2016 ERA Moxie Awards Gala to be held Thursday, September 15 in conjunction with the 2016 ERA D2C Convention at the Wynn Hotel in Las Vegas.
As CEO of global direct response leader Thane Direct, Tukulj presides over the company’s worldwide operations.
Finally...the moment we have all been waiting for is here! We are thrilled to announce the nominees for the 2016 ERA Moxie Awards. Winners will be revealed and celebrated at the annual Moxie Awards Gala on September 15th during the ERA D2C Convention at the Wynn Hotel Las Vegas.We want to congratulate all of this year's Moxie Award Nominees! Join us in celebrating these outstanding accomplishments at the Moxie Awards Gala!
The idea of telling a complete, comprehensive brand story across multiple advertising mediums and mechanisms isn’t new, but it is an area that more marketers are examining in their attempts to engage today’s distracted consumers. Equipped with myriad tools for researching, finding, and buying goods online and offline, today’s consumers demand an omnichannel experience that’s as seamless as it is effective.
Do you want to know how you can use online video to boost traffic to your brand’s website? Do you ever wonder what type of content will not only attract viewers to your site, but also keep their attention? Renowned direct response expert Collette Liantonio, President and founder of Concepts TV Productions, and Social Media expert Stephanie Siewert of Marketing Maven, will answer these questions during the 2016 ERA D2C Convention, September 13-15 at the Wynn Hotel in Las Vegas.
On September 14, Liantonio and Siewert will present the Masters Series session, “How to Use Online Video to Master User Engagement.” Their presentation will provide expert insight on how to use the power of online video to create engaging content.
IdeaVillage’s recent launch of the MicroTouch Tough Blade shows that consistent messaging—and a well-placed celebrity endorsement—can build brands fast. Made in Germany of Teflon-coated steel, MicroTouch razors rinse cleaner than most multiple-blade razors, allowing them to last longer. IdeaVillage promises that each cartridge will last a month and sells a 12-pack for the low MSRP of $19.95.
If you’re in the direct response industry, September’s D2C conference is the one place the entire industry comes together, and it is likely your most important conference of the year. People come to Las Vegas to meet and do business. Whether you’ve attended D2C for years or this is your first time at the show, it is critical to make the most of those days in Las Vegas. These quick tips will help you get the most bang for your buck:
The ERA Lifetime Achievement Award is awarded to a deserving member whose career achievements have had a profound impact on the industry.
One of the original home shopping giants, QVC, turns 30 this month. Marked by innovative products, casual elegance, and a soft sell, the retailer has gone from being an insomniac’s cable companion to the No. 15 e-commerce player in the world. Selling nearly $10 billion worth of clothing, jewelry, cosmetics, electronics, housewares, and other goods every year throughout the world, it isn’t about to slow down.
“D2C is the premier annual event for the direct response industry. Attendees of D2C consist of the biggest and brightest professionals in the world of DRTV. Like many companies that attend the show, D2C provides GoConvergence with the opportunity to network with potential new clients, as well as catch-up with existing customers. D2C also facilitates the development of new, long-lasting partnerships that span multiple disciplines,” said Harris.
Friendly fraud has caused chargeback rates to soar, making acquirers more cautious about accepting risk liability. As a result, offshore payment processing is an enticing option for high-risk merchants who seem to be running out of domestic options.
While securing an offshore account might temporarily solve some of the merchant’s short-term problems, working with an international bank will likely introduce more complex issues down the road.
In today's complex omnichannel and multi-device world, evolving the attribution of your digital media has never been more important. To accurately measure the impact of online advertising and the effectiveness of your campaigns, it is crucial to have a holistic approach. One of the best ways to do that is to use a blended attribution model, which measures the impact of your digital marketing by examining both ad views and clicks.
Once upon a time, direct response marketers could take a specific, innovative item—a pair of polarizing sunglasses, an extra-thirsty shop towel, or what have you—and sell it on its merits. It was one product, one medium, one story—and with all eyes focused on television, one hell of a way to make money.
When it comes to marketing any products on TV, it is hard to beat direct response television advertising (DRTV). This can be especially true depending upon on your budget. Traditional brand advertising consists of building up a specific brand identity over a long period of time by continually exposing key target audiences to an advertised brand. Of course this is a tried-and-true practice in advertising, but its methods usually require deeper pockets, as the advertising business has to seek out larger audiences and longer timeframes, which comes at a premium.
DRTV, on the other hand, utilizes reporting and analytics to determine whether an advertisement is performing well.