video Web sites, that number would be even higher.
Stacey: Online video has a lot of balls in the air right now in
how it is impacting the DR marketplace. Thirty years ago, I was
in the DR print business. We used to run small classified ads that
would basically say “To Learn How to Get Rich, Send for a Free
24-Page Booklet.” The booklet would be a complete explanation
of our How to Get Rich Home Study Course and an order form.
We called this a “two-step.” With the Internet and online video,
we’re going back to that model now where you can have a 10-
second ad driving people to the Web site to see the video. You
don’t even need to have an 800 number on TV.
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: Mobile is no longer a separate category. It has become
merely smartphone owners accessing various flavors of Web
content — often via apps. However, Apple’s iAd, whether it
succeeds or not, identifies a clear development. The lack of good
standards on the Web becomes even more severe with mobile
devices. Web chaos is manageable on a desktop or laptop. But
it bogs down mobile devices to the point where they no longer
deliver a good consumer experience.
In DRTV Numbers Say It All
DRTV’s Most Prolific Host
102 Infomercials Hosted...and Counting
Beau Rials has been a tremendous asset
for the shows we’ve worked together on. His
dedication to the projects is incredible and his
performances speak for themselves.
— SCOTT BOILEN
President-CEO of All Star Marketing Group
Medico: The influence of mobile/wireless is growing in the
industry as marketers test new campaigns using mobile search,
display ads and SMS text campaigns. Mobile couponing and
promotions will be interesting to watch in the coming year.
Savage: Absolutely. At least one well-respected technology
forecasting group predicts that by 2013, mobile will be the
No. 1 way the world accesses the Web. That has a profound
impact on how DR marketers should be looking at mobile marketing right now. We already have mobile campaigns in place
— many on a PI basis. DR marketers, if they are going to be real
“direct response” minded, need to be able to reach consumers
via the mobile channel.
Yallen: As the number of smartphone users grows, we are seeing
an increase of mobile apps being created and the utilization of
GPS-location based recommendations. More users are turning to
their phone for information and purchases. Further, the response
As media prices continue to increase, we need
the audience to trust our work even more
than they have in the past. And that requires
a dramatic shift in business practices in all
— Doug Garnett, Atomic Direct
coming from cell phones now represents significant volumes.
Online data shows more and more Web leads come from systems
running Android and iPhone. So it’s not too great a leap to see a
future where response from advertising will — literally — come
either by voice or Web from handheld devices in purses and
Which generation of consumers must DR marketers target today to
continue to build their businesses? Why?
Fays: At Viacom, networks such as MTV and VH1 are key
demos for DR marketers to target younger viewers — which
are early adopters, brand loyal and tech savvy. MTV Networks
houses 19 ad-supported networks which canvas every possible
demo, and these young viewers will grow into our core viewers
in the future. If we gain their trust now, they will be loyal viewers for years to come.
Lee: We know that the Baby Boomers are the biggest generation, but I think even more important is knowing your consumer
and having a relationship with your consumer — so that they
are not just a “one-off” purchaser but a committed consumer
who you will touch over and over again.