As much as the marketing landscape changes, many of the DRTV aspects that made it attractive to marketers for decades remain unchanged.
DRTV no longer exists in a vacuum. The advent and wide usage of social media has seen to that — which means it's more important than ever for direct response TV marketers to integrate social media into their strategies. Our expert columnists weigh in.
Hampton Direct, a direct marketer with previous direct response TV (DRTV) successes with the Total Pillow and the Wonder Hanger, faced a challenge with its PajamaJeans. Apparel is tricky to sell on direct channels, since the shopper can't feel the fabric or the fit of the garment.
Usually, the TV direct-response advertising beat does not involve terms like "kickbacks" or stories about payments delivered in briefcases.
Marketers are integrating their DRTV strategies with online tactics to grow consumer response and improve measurement capabilities .
Cable TV provider Cablevision rolled out a tool June 14 that allows marketers to tag their TV ads with email opt-ins. The Optimum Select RFI with email fulfillment lets consumers sign up to receive emailed product information, coupons, e-brochures and other offers through a TV ad.
Direct response television is effective in generating immediate revenue results and helping build brand awareness. Every company is focused on the bottom line. Nielsen ratings — at their best — are an inexact science, while DRTV is measurable.
If the latest crop of infomercials and short-form direct response television commercials is any indication, this method of advertising can be used for just about any type of product or service.
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It doesn't matter how much data you have if you don't integrate your data sets, says market researcher Matthias Hartmann.
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