ER Magazine - July/August 2017 - 21

see-and-sell method-and expand their
reach across all channels to adjust to
new shopping habits.
Q: When it comes to digital initiatives, what is your guiding principle?
A: Embrace the new era; don't simply
buy an ad on a popular social media site.
Control your content and the content
that's shared across channels. Think of
what the consumer sees first when they
decide on a purchase. Most importantly,
don't forget about ROI. You can't survive on "likes" and "shares" alone.
Lindsey Carnett
CEO & President
Marketing Maven
Q: What is your company's position
in the digital direct marketing
landscape?
A: Marketing Maven believes that
content is king. But it is relevant
content that is served up to the right
consumer at the right place and the
right time to drive a meaningful
action (i.e. product purchase) that is
most valuable. With the necessity for
multiple touchpoints to convert a sale
online, a multipronged, digital strategy
is more valuable than ever, [including]
social media, digital ads with targeted
messaging, product reviews, editorial
coverage, regular blog posts, traffic conversion sites, reputation management,
an easy-to-use shopping cart, mobile
customization, etc.
Q: How has digital technology
changed the "traditional" DRTV or
retail push?
A: Digital has enhanced DRTV and
retail pushes. Consumers now have
the opportunity to engage with brands
on multiple screens. Many times, they
are doing investigative research on the
brand during or immediately after a
television airing. In the in-store environment, consumers can read reviews
to validate their buying decisions.
Likewise, product marketers have

"We must think of digital not as the
enemy of DRTV, but simply as another
channel to reach the consumer."
-Sergio Myers, Senior Creative Director, Surging Media Group

a plethora of tools and data at their
fingertips. For example, geofencing
via mobile can help a marketer target
a consumer who falls within the target
demographic of a product within a
certain radius of a retail location and
incentivize that person with an ad to
come into the store to purchase. Data
from digital marketing is affording
consumers customized shopping experiences and providing valuable feedback
to marketers about buying behavior.
Q: What are the must-haves for a
direct response marketer's digital
presence today?
A: It might sound obvious, but a good
website is key to a direct response
marketer's digital presence. You'd be
surprised how many product marketers have websites that are difficult to
navigate, don't utilize good shopping
carts, take too long to load, and aren't
mobile-friendly. These are key to ensuring that the digital marketing you are
doing converts into sales!
Other must-haves are a positive
online reputation; legitimate, trustworthy reviews to help improve online
conversions; updated, relevant social
media content; and great customer
service on every social media channel.
Consumers are watching the timeliness
of your responses, how you treat your
customers, and how transparent you are.
Q: How can marketers stay on top
of new developments in online and
digital retail?
A: [ERA members] have access to the
monthly webinar series Marketing
Maven created in partnership with
ERA to reveal best practices in social
media marketing/advertising and

digital content marketing. Joining the
Digital Council is another great way to
stay on top of the latest trends.
Q: When it comes to digital initiatives, what is your guiding principle?
A: Abide by any new laws and always
be testing. If you are set in your ways,
you will get left behind. The only way
to determine best practices is to take
calculated risks and determine what
makes financial sense to scale.
Christopher S. Crook
Attorney
Venable LLP
Q: What is your company's position
in the digital direct marketing
landscape?
A: [As] a law firm specializing in DR, we
run the gamut from helping marketers
structure and negotiate deals to substantiating advertising claims. We also have
deep knowledge regarding new web technologies, and help marketers navigate
sales strategies through online channels
while protecting themselves from online
pitfalls [in areas such as] privacy, data
security, and claims substantiation.
Q: How has digital technology
changed the "traditional" DRTV or
retail push?
A: When I speak to millennials about
going to the store to pick something
up, they look at me like I'm crazy.
Nowadays, a huge segment of the market wants to purchase a product using
as few clicks as possible, rather than
taking the time to go to a store.
Also, it has become the exception
rather than the rule that an 800
electronicretailermag.com | electronicRetailer

21


http://www.electronicretailermag.com

Table of Contents for the Digital Edition of ER Magazine - July/August 2017

Happenings
Bottom Line
Out & About
Dispatches
Retail Movers
Dish With Rick Petry
Fair Trade
Making The Brand
Agency Insights
Law & Orders
25 Years of Tristar
Direct to Digital
Smart Buy
Classifieds
Advertisers’ Index
DR 101
Parting Shot
ER Magazine - July/August 2017 - Cover1
ER Magazine - July/August 2017 - Cover2
ER Magazine - July/August 2017 - Happenings
ER Magazine - July/August 2017 - Bottom Line
ER Magazine - July/August 2017 - Out & About
ER Magazine - July/August 2017 - Dispatches
ER Magazine - July/August 2017 - 5
ER Magazine - July/August 2017 - Retail Movers
ER Magazine - July/August 2017 - 7
ER Magazine - July/August 2017 - Dish With Rick Petry
ER Magazine - July/August 2017 - 9
ER Magazine - July/August 2017 - Fair Trade
ER Magazine - July/August 2017 - Making The Brand
ER Magazine - July/August 2017 - Agency Insights
ER Magazine - July/August 2017 - 13
ER Magazine - July/August 2017 - Law & Orders
ER Magazine - July/August 2017 - 15
ER Magazine - July/August 2017 - 25 Years of Tristar
ER Magazine - July/August 2017 - 17
ER Magazine - July/August 2017 - 18
ER Magazine - July/August 2017 - 19
ER Magazine - July/August 2017 - Direct to Digital
ER Magazine - July/August 2017 - 21
ER Magazine - July/August 2017 - 22
ER Magazine - July/August 2017 - 23
ER Magazine - July/August 2017 - Smart Buy
ER Magazine - July/August 2017 - Advertisers’ Index
ER Magazine - July/August 2017 - DR 101
ER Magazine - July/August 2017 - 27
ER Magazine - July/August 2017 - Parting Shot
ER Magazine - July/August 2017 - Cover3
ER Magazine - July/August 2017 - Cover4
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