ERA Attendees See Two Types of Convergence

Share this content:
MIAMI - The Electronic Retailing Association wrapped up its spring conference here Tuesday with a Latin-flavored gala that epitomized the four-day event's tone of integration with new media and new countries.

The conference sought to bridge the gap between language and new consumer delivery systems. It was just the second time that Internet technology companies were invited to be a part of the spring conference and the first time that they were made the main focus.

The keynote address by ERA president/CEO Elissa Myers emphasized the many new faces at the show, including Latino Internet companies, Spanish-language DRTV products and television convergence companies. Also announced at the show was the appointment of new ERA board chairman Jeffrey W. Giordano, president of Media Solutions Services. Giordano takes over for Earl Greenburg, who served as chairman for three terms.

Amid the conference's product pitches and behind-the-scene deals, it seemed as though everyone needed two translators: one to understand what the dot-coms were pitching and one to translate it into either English or Spanish. At least one company, Natural Premier Supplements, Miami, actually had a translator on hand to explain its line of nutritional supplements it hoped to sell via DRTV.

Gilbert Hevia, director of business development for Latin American affairs at Hydrogen Media, St. Petersburg, FL, said the integration was successful.

"We talked to a lot of companies and made a number of solid contacts," said Hevia, who was pitching his company's Web development and e-commerce solutions. "We realize that DRTV companies need us now, not in the future. The conference is stressing the Internet and the Latin market because we are here in Miami. These are fundamental to success in this business as the presence of both Latin people and the Internet grows tremendously in the United States."

Ken Parks, president and chief operations officer at enhanced CD company BroadBridge Media, New York, found the mix of old and new media quite educational.

"This conference is a great way for us to connect with DRTV companies who want to learn from us and us from them," he said. n

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above