Innovation has been the touchstone of growth in our business,” says Kevin Lyons, president and CEO of Opportunity Media. “We need increased innovation around
product and service development in our indus-
try to ensure continued growth.”
Lyons and the other members of the Response Advisory
Board recognize the importance of innovation and evolu-
tion in the continually changing performance-based mar-
keting industry. As the confluence of media, technology,
and commerce become an undeniable force in our everyday
lives, we’ve once again gathered this group of leaders to re-
spond to a series of questions for Response’s 22nd annual State
of the Industry report.
“Marketing is a complicated business — and it’s be-
What was the most significant
coming more labyrinthine every day,” says Peter Koeppel,
founder and president of Koeppel Direct. “But as with every
challenge there is opportunity. The combination of intel-
ligence and fortitude can overcome any obstacle, which is
why I look forward to what the future brings.”
Lyons, Koeppel, and nine other members of the board
took the time to address a series of questions about the cur-
rent status of the industry — and its future. According to
these leaders, this is the state of our industry.
accomplishment in the past year for
Tony Besasie, Cannella Media: Given the performance-based segment has become a more diverse group of marketers, it’s difficult to find that one common accomplishment.
For the traditional product marketer that relies on direct-to-consumer sales supplemented with brick-and-mortar
retail, the biggest accomplishment is managing the impact
of Amazon. Many have successfully adapted their pricing
and marketing strategies to effectively nurture the Amazon
opportunity while concurrently managing their other sales
channels — not an easy feat.
Doug Garnett, Atomic Direct: In the past year, performance marketers have made significant strides integrating
the range of media types. This has resulted in campaigns
that bridge multiple media, and we see an emerging understanding of how they relate.
That said, hard work remains. Each time a new widget
is released in media (programmatic, social video, live video,
etc.), it’s backed by claims to solve all problems forever.
That is, of course, not true. And it becomes the marketer’s
(along with their agency’s) obligation to sort out where that
widget is useful.
Peter Koeppel, Koeppel Direct: All of the domestic growth
in retail has occurred online, a direct byproduct of effective
performance-based marketing. In 2016, that growth was
13 percent and Kiplinger forecasts that it will be 15 percent
this year. Thousands of brick-and-mortar stores are slated to
close this year, and Walmart — the nation’s largest retailer
— has fortified its e-commerce efforts by acquiring Amazon
competitor Jet. That investment seems to be paying off as
Walmart’s online sales surged 63 percent in the first quarter.
Richard Stacey, Northern Response Intl. Ltd.: It’s been
the continuous evolution of our companies and our business
models to overcome, improvise, adapt, and pivot to the rap-
22nd Annual State of
the Industry Report