Respond2, iCOMS Become e-Commerce Partners

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Respond2, an integrated direct TV and Internet marketing agency, yesterday contracted with Nashua, NH-based iCOMS Inc., a provider of managed Internet commerce, to become e-commerce partners.

Respond2 will offer iCOMS' order management services as part of its cross-media marketing programs for its infomercial product lines, which now leverage the buying audience for television and the Web.

Respond2 provides direct television production, e-commerce Web design and active site management, telephone retail call center consulting, campaign planning and media buying for clients such as Time Life, Carnival Cruise Lines and Value America. Its new e-commerce services through iCOMS will be introduced later this month. iCOMS provides businesses scalable and reliable Internet commerce sites, eliminating the need for companies to purchase expensive software and develop inhouse talent to manage them.

Providing both Web and direct-response television marketing programs with e-commerce capabilities is a move toward Web TV purchasing, in which viewers watching a television infomercial will be able to point, click and buy right on their screen, said Tim O'Leary Respond2's CEO.

"This is definitely where true integrated marketing and purchasing power is moving," O'Leary said. "Respond2 partnered with iCOMS in order to get a fast jump on providing multichannel TV/Web commerce."

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