ER Magazine - July/August 2017 - 23

otherwise not have converted, and allows
us to make more sales online via retargeting than we were able to do before.
With the pixels and tracking that are
available now and the sophistication of
understanding where the traffic is coming
from, we can enhance the ability to connect and engage with consumers in ways
that we could not just a few years ago.
We can also appeal to them through
other avenues like social media, where
they may have [a higher] comfort level.
Also, many consumers who see a TV
or digital ad will automatically look on
Amazon and purchase there. While this
makes attribution much more challenging, it gives more options to engage
with, and sell to, consumers. 
Q: What are the must-haves for a
direct response marketer's digital
presence today?
A: Certainly, anyone with a brand
should develop a presence on
Facebook, and for certain targets,
Instagram, as well. I also believe that
even if you are marketing exclusively in
a digital domain, a call center is critical
to being able to address customers'
questions and concerns, and some folks
still want to order with a person rather
than through a computer. The personal
touch and that link to the consumer
are more critical now than ever.
Q: How can marketers stay on top
of new developments in online and
digital retail?
A: The constant whirl and change in
the digital landscape is enough to give
anyone whiplash. A marketer needs
to engage with vendors who immerse
themselves in the new technology on
a daily basis. Also, reading articles in
publications that highlight trends is
really critical for anyone marketing to
consumers today.  
Q: When it comes to digital initiatives, what is your guiding principle?
A: Our guiding principle for digital

"The personal
touch and
that link to the
consumer are
more critical
now than ever."
-Ava Seavey,
Queen Bee, Avalanche
Creative Services

is the same as it has always been for
TV: Research. Data. More research.
More data. The best creative comes
from the most knowledge, and from
really understanding who your target is
and what you want from them. Being
cute and clever and hoping that your
wacky video "goes viral" is not a proper
strategy. It might not be as sexy to craft
a video that won't go viral because it
contains some selling element, but a
strong balance sheet can be pretty sexy
as well.
Lori H. Zeller
Managing Partner
THOR Associates
Q: What is your company's position
in the digital direct marketing
landscape?
A: We provide integrated, traditional
transactional marketing and create
multichannel initiatives in DRTV,
digital, radio, print, retail, international, and home shopping to build
brands and roadmap ROI. We know
how to engage, inspire, and excite a
target audience; connect them to a
brand [and] message; and most importantly, generate a lead/transaction that
provides conversion to sales and brand
recognition.

Q: How has digital technology
changed the "traditional" DRTV or
retail push?
A: The technology that is a gamechanger is programmatic modeling,
where consumers and customers
are targeted and delivered specific
advertising. 
Q: What are the must-haves for a
direct response marketer's digital
presence today?
A: Attribution, testing, financial
support (budgets that allow for optimization, change and programmatic
testing), [and a] client understanding
that traditional marketing is the "halo"
for digital. E-commerce is reliant on
mass-media drivers.
Q: How can marketers stay on top
of new developments in online and
digital retail?
A: Marketers can stay on top of new
developments by going to trade
shows such as IRCE (Internet Retailer
Conference & Exhibition), reading
opinions and digital analytic case studies, and following thought leadership
on e-commerce.
Our responsibility to clients is to
stay a step ahead of the game to achieve
ROI while making sure that the past
supports current trends. For example,
we recently attended a Google Brand
Lab seminar addressing the effect of
the colors of the click-now button on
a landing page. We constantly A/B test
offers and meet with our internal teams
to focus on where we can improve our
recommendations.
Q: When it comes to digital initiatives, what is your guiding principle?
A: At THOR, our guiding principal
is to maintain consistency for the
consumer journey. We are continuously
looking at web attribution models
and are committed to making the user
experience a vehicle for brand loyalty
and purchasing power.

electronicretailermag.com | electronicRetailer

23


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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