DRTV marketers need to take an integrated approach to marketing to keep pace with their multiscreen customers.
As Seen On TV announced Aug. 10 that it will acquire direct response weight loss concern eDiets.com in an all-stock transaction valued near $13 million.
Successful marketing requires customer engagement. And the fastest path to that engagement—assuming the ad copy doesn't include the words free or complimentary—is entertainment.
Direct Marketing News spoke with DRTV vet Kevin Harrington about the history of the DRTV channel, how it's changed, and where it's heading.
Carina Pologruto has been promoted to GM and EVP of client services at direct marketing agency Marketsmith, said Monica Smith, CEO of Marketsmith. Smith, who previously served as president and CEO, will relinquish her role as president and cede day-to-day client services operations to Pologruto.
Ron Bliwas has stepped down after 32 years as CEO of DRTV agency A. Eicoff & Company, the company said on March 1. Longtime employee Bill McCabe will succeed him in the role, becoming the company's third leader in its 57-year history.
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.
With 300-plus direct response TV campaigns under our belt and more than 15 years of experience in online customer acquisition, I believe there's nothing more important than wrapping one's head around the critical roles of websites and search in DRTV campaigns.
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.
As we head into the long weekend, direct response marketers have something to be thankful for. Microsoft has acquired video search company Videosurf, both companies said Nov. 22. The $70 million acquisition signifies an investment by a major player in enabling consumers to "search, discover and watch online videos," according to a ZDNet description of Videosurf's capabilities.
Jessica Randazza , manager of brand experience at Digitas, and AJ Khubani, president and CEO of TeleBrands Corp., discuss whether toll-free numbers are the best for DRTV.
Even though Simon (S)cowell, the sourpuss judge of "The X Factor," isn't a Twitter user himself, he's all about integrating the social site into the voting process on the show. The next episode, which airs live on Nov. 2, represents the first time a TV series is using Twitter to help fans cast votes.
SunSetter Awnings, a retailer of awning products and backyard accessories, wanted to create a direct response TV campaign that would drive consumers to purchase products over the telephone, on the company's e-commerce site, through Costco.com, or from the company's network of 500 authorized dealers.
Marketers are integrating their DRTV strategies with online tactics to grow consumer response and improve measurement capabilities .
Bernard Luthi, VP of marketing, Web management and customer service at Newegg, discusses how his company uses DRTV.
As DRTV marketers move well beyond their own traditional medium, companies that were built as shop-from-home cable TV networks are doing the same, broadening the appeal beyond TV. HSN (formerly the Home Shopping Network), QVC and ShopNBC have all enhanced sales capabilities online and through mobile devices.
It's not just about 800-numbers anymore. Direct response TV, once seen as a low-rent ad form, is quickly gaining momentum, as leading national advertisers embrace the medium and integrate it with other digital platforms.
Automobile maintenance company CarMD.com Corp. has boosted its investment in DRTV in recent years, bolstering its strategy of relying on data in its marketing.
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.
My visceral reaction to this spot was positive. It was against the expectation of what Godaddy.com was known for: misogynist, salacious marketing. Instead, this spot was fun and self-deprecating.
Insurance marketers kicked off 2011 with a plethora of new direct response campaigns, from TV spots to Facebook sweepstakes.
Part of the Obama administration's health reform legislation shortened the annual marketing and enrollment period for Medicare Advantage, from six months to three months.
About a year after graduating from Wisconsin's Ripon College, Howard Draft was one of the 13 founding employees of new direct marketing agency Kobs & Brady.
Nonprofit organization Children International has launched a long-form DRTV campaign developed by Northern Lights Direct.
LA Weight Loss has launched a direct-to-consumer campaign featuring two-minute national cable DRTV spots, direct mail, search marketing and social media.
Major brands, including 3M and Western Union, have recently turned to direct response TV to raise consumer awareness and support retail promotions.
Direct marketing agencies are updating their names, logos and taglines to emphasize new capabilities in areas they are not traditionally know for, such as digital and social media.
3M will launch a direct response TV campaign for a headlight cleaning kit on December 14. It is the first DRTV campaign for the company's Automotive Aftermarket Division.
Nonprofit marketers continue to rely on their long-standing marketing strategies, direct mail in particular, even as they move to integrate other online and social media elements into their fundraising arsenals.
Company of the week
R2C creates, produces, distributes and measures messages that inspire and compel consumers to do something with a brand to drive commercial advantage. The full-service advertising agency specializes in creative, production, media, analytics and performance.
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.