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.
You know all those times you've said, "Man, I wish the History Channel could sell me a bike?" Well, merry freaking Christmas.
eBay's updated iPad app converts the TV's remote control into a consumer's personal shopper.
It's a given that marketers - including politicians in election years - target precise messages to specific groups of consumers.
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.
US advertising spending will grow at a 4.2% compound annual growth rate (CAGR) through 2015 to $208 billion, according to a report released June 14 by PricewaterhouseCoopers (PWC). The advisory firm also reported that US ad spending increased by 5.4% in 2010, rebounding from a 14.4% drop the prior year.
BMW of North America is narrowing its search for a lead creative agency to replace GSD&M Idea City, which resigned its contract with the company late last year, said Dan Creed, VP of marketing at the automaker, on June 2.
Eyewear designer FGX International launched a $3 million integrated consumer campaign on April 18 for its Foster Grant sunglasses line via MMB, Boston. The effort, which features TV, radio and digital elements including social media, and will eventually incorporate email and search engine marketing, resurrects the brand's "Who's that behind those Foster Grants?" tagline.
The sophistication of TV advertising isn't yet at a creepy, Back to the Future II, "Old-Spice-guy-spritzes-my-underarms" level, but I'm beginning to think it's only technology that's hampering the evolution.
The drumbeat has pounded for decades: Interactive television is here. From Qube to the Full Service Network, from Wink to Navic, there's been no shortage of promises and ballyhoo, but little actual progress to make one believe the TV industry is much closer to fulfilling that promise.
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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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