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.
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:
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.
Temperatures aren’t the only thing rising this summer. Each year, more than 200 million passengers board flights all across the country, making summer the hottest time of the year to travel. In order to cut down the cost of a family vacation during June, July, or August, many travelers are turning toward loyalty programs. Whether it’s saving up for discounted airfare or a free tank of gas, loyalty points and miles give travelers the opportunity to maximize their summer vacation plans. For retailers, there’s never been a better time to accommodate such travelers by enabling ways for them to earn toward that big trip while shopping with you.
Two of the most frustrating online shopping experiences for a consumer are when an online search brings up the wrong products or brings up what appears to be the right product, but the search results lack the attributes and descriptions needed to close the sale. Unfortunately, failure to make products easily searchable or to convert the sale is often due to poor product content. This is a problem that is all too common for a wide range of retailers from online only to large omnichannel chains. For those commerce players that get it right, there is a clear path to differentiation and improved conversions.
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.
Millennials make up an increasingly significant piece of the global spending pie. A study from the Dartmouth Center for Marketing Research estimated that Millennials born between 1980 and 2000 possessed a spending power of $2.45 trillion worldwide in 2015. As the younger portion of the generation begins to control more money and become more financially independent, that number is expected to rise, and businesses want to be there when it does.
And if you are an Amazon Prime member with (at least) one of these Amazon Dash Buttons, congratulations. You are on the vanguard of the Physical Membership Economy.
But while shoppers are purchasing more than one item at a time, retailers traditionally haven’t successfully collected reviews on all of those products.
RetailMeNot, Inc., a leading digital savings destination connecting consumers with retailers, restaurants and brands, both online and in-store, has released a new study titled, “Back-to-School Cheat Sheet: Consumer Trends and Insights for Retailers,” that explores the shopping habits of parents as they prepare for their students’ return to the classroom.
Following are a few interesting statistics.
If your affiliates aren’t happy and getting what they need from you, they’re not going to put their best effort in, which sadly, will result in a less than stellar affiliate program. In a way, it’s like hoping your employees will support your “best place to work” bid when your benefits consist of a referral to social services.
In other words, you can’t blow off your affiliates and expect them to return the favor with an awesome effort. It’s just not going to happen. So how can you get the best out of them?
There are 80 million Millennials in the U.S. alone. Individuals born between 1980 and 2005 are increasingly having a major influence on a number of industries, but perhaps none more than that of banking. From choosing digital banking over the traditional “consumer-teller” practice to eschewing banks altogether, it’s clear that Millennials have put banks on notice. With the growing amount of money Millennials control, banks, now more than ever, must find a way to engage with and provide what this generation is looking for or risk losing it for good.
Join the TV Council this Thursday for our monthly call as we tackle the topic, Online vs. TV. We’ll take a deep dive into questions such as, “What level of online activity are agencies and marketers utilizing to reach the consumer in a television environment that is becoming even more fragmented?” and “What does that offline/online relationship look like, and how does that affect the overall campaign ROI?”
IRCE, taking place at Chicago’s McCormick Place West, June 7-10, boasts networking events, an expansive exhibit hall and a focused conference agenda.
Hosting an incredible roster of knowledgeable speakers next month, IRCE has top leaders kicking off the two main conference days—from Dell, NASA, Steve Madden, and TigerFitness.com—who are not to be missed.
When it comes to leveraging traditional and digital marketing channels, it’s all about determining what content works best in what channel. For example, JOYUS focuses its marketing efforts on products with a lower price point, where the time to tell a story and the ability to convert the audience are completely aligned. The digital format allows for more flexibility on the creative side. Thus, marketers can shorten or lengthen the amount of time relative to what’s required to talk about the product.
IRCE, taking place at Chicago’s McCormick Place West, June 7-10, attracts nearly 10,000 attendees and provides you with multiple opportunities to make new connections and learn from one another. In addition to networking events and gathering spots, IRCE’s expansive exhibit hall and focused conference agenda affords you the opportunities to discover new trends and find new technologies.
With over 44 percent of product-related searches being done directly on Amazon today, this Internet retailer represents a huge revenue opportunity for direct response marketers. Marketers often struggle with trying to implement the time-tested DRTV formulas on Amazon. While your landing page has a lot of flexibility in presenting your offers, the company’s platform is more restrictive. What’s more, traditional, proven DRTV marketing strategies using BOGO offers, upsells, continuity, and dry testing do not translate directly to Amazon.
However, there are ways to implement DRTV marketing tactics within the restrictions of the Amazon platform and still win big.
At the core of electronic retailing is a direct relationship with the consumer. From the very beginning, there is a point of connection with the shopper—something compelling that spurred him or her to action—establishing a strong foundation for future interaction, loyalty, and lifetime value.
In the high-pressure e-commerce environment—where we constantly face aggressive metrics for sales revenue, margin, and conversion—it’s easy to forget about those human relationships and their long-term value. But thinking about your customers first and optimizing your supply chain around their needs can yield incredible dividends, turning one-time shoppers into repeat customers and transforming customers into advocates for your brand.
Over the years, the ERA D2C Convention has shined a light on emerging technologies designed to offer more opportunities to today's savvy marketing professionals. What's more, ERA has brought greater insight into this constantly-evolving marketplace by welcoming innovative digital players like Zappos, Joyus, and Shazam to the keynote stage.
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.
No, really. Ad blocking can be a good thing. As you are undoubtedly aware, the entire advertising industry is up in arms over the onset and adoption of this technology. In fact, IAB Chairman Randall Rothenberg recently launched into a lengthy screed, decrying ad blocking companies and labeling them “unethical, immoral, mendacious coven of techie wannabes,” who have waged a war against diversity and freedom of expression. Alas, it doesn’t matter what Mr. Rothenberg thinks. People hate intrusive and obnoxious ads and they will continue to do what they can to avoid them.
For nearly three years, ERA has made it its mission to help association members and the direct response marketing community to bridge the gap between traditional DR and digital marketing by offering business development opportunities and education at ERA conferences and by delivering online and printed content highlighting digital marketing best practices. Our goal has always been to enable direct-to-consumer marketers to become as adept in digital marketing as they are in DRTV.
What’s more, the association has taken these efforts a step further with an exciting announcement...
With the majority of direct sales now coming in over the Internet, some direct response marketers have pulled the plug on inbound telemarketing. The motivation to do so has been driven primarily by online marketing’s ability to capture a lead or sale at a significantly lower cost, not to mention the hassle and logistical challenges that telemarketing presents. But marketers who are not speaking with their clients may be missing out on a valuable opportunity to engage in a dialogue with their consumers that can be of tremendous value. Here are just some of the ways that telemarketing can help create value for marketers...
When you think about data breaches, what comes to mind? News headlines of name-brand businesses coping with the aftermath of attacks? “Hactivists” targeting well-known organizations?
There are countless considerations as you fortify your business against the threat of data theft and its associated losses. Tokenization is one of the most simple and straightforward ways to protect you and your customers against the negative effects of a data breach.