Electronic Retailer - July 2012 - 33

Thus, a critical factor to consider when determining advertising spend is the end goal of the ad or the entire advertising campaign.

General Discussion
As consumers shift their dollars and their attention away from traditional media to emerging media, it is no surprise that marketing practitioners are unsure about how to allocate their advertising spends most efficiently. Some simply divide evenly among the many options; others favor the past for its tried-and-true methods, while innovators focus on the future: mobile applications, social network advertising and geolocation-based ads. Lost in the debate is a fundamental tenet of marketing: understanding the consumer experience. The lure of technology is one piece of the puzzle, but understanding consumer engagement with that technology and the consumer attitudes evoked from the respective media is critically important. Understanding how the forces driving attitudes towards a medium affects behavioral intentions is a critical first step. Second, understanding the interaction of the visual capabilities of media type and consumer demographics matters – and sometimes results in paradoxical outcomes. Third, keeping in mind consumer psychology and behavior with respect to when and how consumers are using various media is important. Maximizing returns from geolocation and time-sensitive advertising on mobile devices may be relevant for some retailers but not others, while considerable search costs may prove too costly for some. Finally, the end goal of an advertisement or an entire campaign – whether generating awareness or motivating action – can also influence advertising spend. Although other variables certainly exist, the goal today is to draw attention to the importance of considering the interaction of media capabilities, consumer psychology and experience, and advertising goals to increase the efficiency of advertising spend. It is our

hope that marketing practitioners will use the advice to engage consumers in a mutually rewarding way – transforming the “glittering lure” of technology into meaningful gold for consumers and retailers alike. Luke Hubbard (LukeHubbard.com) is currently vice president at The Dumont Project and was previously

the vice president of online at Integrated Media Solutions, a division of MDC Partners. James Mourey is a Ph.D. candidate at the University of Michigan and was previously the executive director of the Greenlight Research Institute, a marketing and management think tank charged with bringing scientifically valid solutions to the practical business world.

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Electronic Retailer - July 2012

Table of Contents for the Digital Edition of Electronic Retailer - July 2012

Calendar of Events
Your Association Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney's Top Categories
From the Executive's Desk
Cover Story: Could You Sell Like Amazon?
Counterfeiting: Why We Should Care and What We Can Do
All Media Are Not Created Equal
Guest Viewpoint
Inventor's Corner
Retail
Fulfillment
Legal
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - July 2012 - cover1
Electronic Retailer - July 2012 - cover2
Electronic Retailer - July 2012 - 3
Electronic Retailer - July 2012 - 4
Electronic Retailer - July 2012 - 5
Electronic Retailer - July 2012 - 6
Electronic Retailer - July 2012 - Calendar of Events
Electronic Retailer - July 2012 - Your Association Your Bottom Line
Electronic Retailer - July 2012 - Industry Reports
Electronic Retailer - July 2012 - 10
Electronic Retailer - July 2012 - 11
Electronic Retailer - July 2012 - 12
Electronic Retailer - July 2012 - FTC Forum
Electronic Retailer - July 2012 - eMarketer Research
Electronic Retailer - July 2012 - 15
Electronic Retailer - July 2012 - IMS Retail Rankings
Electronic Retailer - July 2012 - 17
Electronic Retailer - July 2012 - Jordan Whitney's Top Categories
Electronic Retailer - July 2012 - 19
Electronic Retailer - July 2012 - 20
Electronic Retailer - July 2012 - From the Executive's Desk
Electronic Retailer - July 2012 - Cover Story: Could You Sell Like Amazon?
Electronic Retailer - July 2012 - 23
Electronic Retailer - July 2012 - 24
Electronic Retailer - July 2012 - 25
Electronic Retailer - July 2012 - Counterfeiting: Why We Should Care and What We Can Do
Electronic Retailer - July 2012 - 27
Electronic Retailer - July 2012 - 28
Electronic Retailer - July 2012 - 29
Electronic Retailer - July 2012 - All Media Are Not Created Equal
Electronic Retailer - July 2012 - 31
Electronic Retailer - July 2012 - 32
Electronic Retailer - July 2012 - 33
Electronic Retailer - July 2012 - 34
Electronic Retailer - July 2012 - 35
Electronic Retailer - July 2012 - Guest Viewpoint
Electronic Retailer - July 2012 - 37
Electronic Retailer - July 2012 - Inventor's Corner
Electronic Retailer - July 2012 - Retail
Electronic Retailer - July 2012 - Fulfillment
Electronic Retailer - July 2012 - Legal
Electronic Retailer - July 2012 - Advertiser Spotlight
Electronic Retailer - July 2012 - Advertiser Index
Electronic Retailer - July 2012 - Classifieds
Electronic Retailer - July 2012 - 45
Electronic Retailer - July 2012 - Rick Petry
Electronic Retailer - July 2012 - cover3
Electronic Retailer - July 2012 - cover4
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