ER Magazine - July/August 2017 - 22

number is featured on a spot. Most ads
now push to a URL. Product reviews
have also become more important for
DR products, as consumers have more
information to research their purchases
before ultimately making them online.
Q: What are the must-haves for a
direct response marketer's digital
presence today?
A: From a legal perspective, a marketer
must have solid and substantiated
claims. A marketer can have all the sales
in the world, but if they are based upon
a false claim, much of that money-
maybe even all of it-is at risk from
government and competitor lawsuits.
To say that DR campaigns move
quickly is an understatement; legal
advice needs to be able to move at
the speed of business. That's why
having someone who is well-versed
in advertising law (whether in-house
or outside) and can spot issues before
they arise is critical.
Q: How can marketers stay on top
of new developments in online and
digital retail?
A: Participate in industry events. If
marketers stay in a silo, cut off from
the rest of the industry, they will
quickly miss out on new and prevailing
technologies. Organizations like ERA
provide much-needed educational
events [and] publications such as ER
and its blog to keep them up to speed.
Q: When it comes to digital initiatives, what is your guiding principle?
A: Don't be afraid of change. The

quicker a marketer (or lawyer) moves
from his or her comfort zone and
learns the latest and greatest technology, the quicker that person will be
in a position to provide high-quality
services to his or her client.
Curtis Kleinman
Payment Processing Specialist
Q: How has digital technology
changed the "traditional" DRTV or
retail push?
A: Marketers must include digital marketing strategies along with traditional
media. It's the only way to maximize
the success of a campaign, leaving no
money on the table.
Q: What are the must-haves for a
direct response marketer's digital
presence today?
A: Having a search engine-optimized
website is essential. Having fraud
detection programs in place and providing chargeback alerts will save you a
fortune.
Q: How can marketers stay on top
of new developments in online and
digital retail?
A: Savvy marketers stay on top of
digital marketing trends by attending
conferences emphasizing e-commerce
and affiliate-driven sales. Interview
as many vendor companies as possible. Ask for a proposal based on your
product and marketing objectives. You
will get different perspectives and lots
of free, valuable insights back.

"Marketers must include digital
marketing strategies along with
traditional media."
-Curtis Kleinman, Payment Processing Specialist

22

electronicRetailer | July-August 2017

Q: When it comes to digital initiatives, what is your guiding principle?
A: Merchants must grow campaigns
slowly and cautiously. Buying too
many leads and building a large volume
of sales quickly can lead to chargeback
trouble. Do research on companies
you're considering using. Analyze all
sources of your sales revenue.
Ava Seavey
Queen Bee
Avalanche Creative Services
Q: What is your company's position
in the digital direct marketing
landscape?
A: As a longtime producer of TV commercials, I saw the writing on the wall
about 2010. I thought I'd better open a
digital division, as it felt that direct selling would be moving in that direction.
Avalanche has now evolved to being
fully digital in the sense that some of
our clients are not even on TV, but are
only doing digital advertising.
We strive to form a creative and
cohesive strategy between all media
that the marketer is engaged in. If that's
TV and digital, the goals and objectives
must be clearly understood upfront,
and the look and style should also be
cohesive. We, as an industry, should
be the leaders in the ROI direct digital
landscape, as we have been working
[with an] ROI mentality for decades.
When we design creative for the digital landscape, we frame the content in a
different way than brand advertisers do.
It is about being able to read results,
tracking, optimizing, and understanding attribution as best we possibly can.
Q: How has digital technology
changed the "traditional" DRTV or
retail push?
A: Digital technology has changed
traditional DRTV in every conceivable
fashion. Digital technology allows us to
make the best use of traffic that would



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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