Sarnow: Online video is having a wonderful effect. Direct response marketers are
already used to using videography to communicate with consumers and make sales.
Going one step further and using video in
the online space is a natural extension for
DRTV marketers, giving them an incredible advantage over most other marketers.
Savage: Online video is another effective
tool for marketers and their agencies to
communicate the unique features and
benefits of products and services to both
savvy and impressionable consumers.
What’s really impacting the business,
though, are the media strategies that
are being employed to get consumers to
watch online video.
Stacey: Online video can boost online
sales by 25 percent or more. It’s like
installment payments when they were
introduced. In the old days, it was one
payment of $99, but soon everyone found
you could boost sales if you offered three
payments of $33. Today, it’s the norm.
Has the influence of mobile/wireless
marketing on the industry grown in
the past 12 months? How will the
expansion of mobile/wireless affect
DR in coming years?
Garnett: Having done our first mobile
project several years ago and remaining
tapped into some solid movers and shakers in the business, it’s clear that it’s going
to be several years before mobile becomes
at all significant — other than creating
an RSS feed for your Web site.
Knight: An increasingly large number of
people are starting to look at mobile and
wireless as a viable way to market their
products. The capability, power and speed
at which wireless devices are operating
have made the point of entry into this
space for all advertisers significantly easier. This will continue to bode well for DR.
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Medico: It is still in its infancy but the
technology is amazing. Given the need
to reach the Gen-Xers who are technol-ogy-savvy and carry mobile devices like
appendages, it appears to be set to expand
Orsmond: We’ve noticed an increase in the
number of TV ads for adult dating using
“text” as their primary call-to-action. Plus
there has been a substantial increase in
the number of financial services DRTV
ads carrying a mobile text message. This
is most evident with debt consolidation
DRTV advertisers who are using “text” to
speed up response from consumers who’re
desperate for help to sort out their personal financial problems.
Is DR reacting quickly enough to the
expansion of DVR technology and
what it could possibly mean to the