Response Magazine - February 2011

home sitting in front of their DVR — or even in front of their PC.

Flynn singles out You Tube as “a
very successful platform for the Snuggie
brand,” citing the staggering number of
views on the company’s official You Tube
channel. “You Tube has been a very suc-
cessful platform for our Snuggie brand,”
she says. “Snuggie advertisements are ex-
tremely viral, with this year’s ‘Macarena’
and holiday ad campaigns garnering more
than half a million views on our official
You Tube channel.”
The numbers seen by marketers such
as Allstar speak for themselves. As mo-
bile environments like Foursquare and
its location-based services also grow in
user size and reliability, companies will
continue to see the increased efficiency
and instant-satisfaction mentality of
digital platforms. Businesses that take
part in digital, location-based application
services can display coupons or promos to
passers-by, who when faced with a choice
between two businesses, will be more
likely to choose the one with the best
available deals. Social Internet resources
have become invaluable tools for success-
ful direct response marketers.

wait, there’s more,” Billy Mays and their counterparts all shared similar dilemmas in promoting products with the available marketing tools of their time: television, radio and print. Now, those contexts that worked for them exist in the mainstream, but are drastically changing in the way they present content.

This creates a challenge for advertisers

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and businesses that are already struggling with rapidly changing content and consumer interests. For individuals like Offer and companies like Allstar though, these factors created a positive challenge. Social media was not a dilemma to be concerned with, but rather a highly beneficial resource to turn sales pitches into positive

Social Again Changes the Game

Those savvy in direct response marketing continue to reshape their industry as they gain a better understanding of the value and possibilities social media have to offer.

Platforms such as Facebook, Foursquare, Twitter and You Tube give marketers the advantages of both all-encompassing, rapid-fire information as well as entertainment and instantaneous contact in the form of mobile device Internet applications. The controversy or confusion that advertisers and businesses come across when dealing with social media contexts most likely stem from the constantly evolving Internet and media environment we find ourselves in today. Every new technological advancement represents new opportunity for DR marketers.