Electronic Retailer - August 2011 - 43

consumer sits at his or her desk? Or will the consumer go online and look at reviews on blogs and then decide to pick up a phone to purchase the product? “It’s trouble for the advertisers. We don’t know where the orders are originating from sometimes,” Crain says. He also believes that measuring the impact of a campaign can be more challenging today than it was a few years ago. When a commercial is launched on television, it is generally easy to measure how many people saw the commercial. However, you can’t guarantee how many people will see something when it is launched on the web, especially when a video cannot only be posted, but also passed around on Facebook or by email. He says that doesn’t mean web isn’t essential. The ROI of a campaign will almost always be higher if it’s launched simultaneously on television with a web component. Seavey says the challenge is most definitely financial. “The dollars are more scarce, there is a lot more fear, and when you read all these statistics about success and failure, it’s daunting,” she says. Also, the marketer has to make sure that the pricing strategies and offers in direct response channels are not conflicting with what’s going on in retail.

integrate digital, retail and mobile into your media mix in order to take full advantage of the TV exposure.” When proven ROI is so important to budgets, it can be difficult to convince clients that launching web or viral media will add to the profitability of a campaign. Analyzing what makes something a viral hit is very difficult. But as Crain says, this is the nature of

the direct response business because only one out of every 30 products becomes a success. Working in the direct response space will always be somewhat of a gamble. “Now companies are being told they have less money for campaigns,” Crain says, “but they actually need to spend more money to be effective, so it’s a bigger leap of faith.”

the economy’s Role

What affect has the down economy had on multichannel productions in the last few years? According to Levy, it has convinced clients they need to be in more channels, which creates a new challenge for marketers: Develop an interesting and powerful message across many platforms on a tighter budget. This translates to more creative thinking, such as producing spots in less expensive locations or not using celebrity talent for shoots. “There are ways, we just have to be more creative,” Levy says. Hawthorne agrees that the economy is precisely the reason that most direct response campaigns must be multichannel. “Television alone will rarely bring back the response required to be profitable,” he says. “Therefore, you must
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Electronic Retailer - August 2011

Table of Contents for the Digital Edition of Electronic Retailer - August 2011

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research Facebook Marketing:
IMS Retail Rankings The Top 25 Shows and Spots
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
Cover Story TVGoods Buys AsSeenOnTV.com
Come Face2Face at D2C
The Wired World of U.S. Hispanics
Real Truth in Advertising
Marketing for TV is Just the Beginning
Teleservices
Legal
Creative
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - August 2011 - Cover1
Electronic Retailer - August 2011 - cover2
Electronic Retailer - August 2011 - 3
Electronic Retailer - August 2011 - 4
Electronic Retailer - August 2011 - 5
Electronic Retailer - August 2011 - 6
Electronic Retailer - August 2011 - Calendar of Events
Electronic Retailer - August 2011 - Your Association, Your Bottom Line
Electronic Retailer - August 2011 - 9
Electronic Retailer - August 2011 - Industry Reports
Electronic Retailer - August 2011 - 11
Electronic Retailer - August 2011 - 12
Electronic Retailer - August 2011 - 13
Electronic Retailer - August 2011 - FTC Forum
Electronic Retailer - August 2011 - eMarketer Research Facebook Marketing:
Electronic Retailer - August 2011 - 16
Electronic Retailer - August 2011 - 17
Electronic Retailer - August 2011 - IMS Retail Rankings The Top 25 Shows and Spots
Electronic Retailer - August 2011 - 19
Electronic Retailer - August 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - August 2011 - 21
Electronic Retailer - August 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - August 2011 - 23
Electronic Retailer - August 2011 - 24
Electronic Retailer - August 2011 - Ask the Expert
Electronic Retailer - August 2011 - Cover Story TVGoods Buys AsSeenOnTV.com
Electronic Retailer - August 2011 - 27
Electronic Retailer - August 2011 - 28
Electronic Retailer - August 2011 - 29
Electronic Retailer - August 2011 - 30
Electronic Retailer - August 2011 - Come Face2Face at D2C
Electronic Retailer - August 2011 - 32
Electronic Retailer - August 2011 - 33
Electronic Retailer - August 2011 - The Wired World of U.S. Hispanics
Electronic Retailer - August 2011 - 35
Electronic Retailer - August 2011 - 36
Electronic Retailer - August 2011 - 37
Electronic Retailer - August 2011 - Real Truth in Advertising
Electronic Retailer - August 2011 - 39
Electronic Retailer - August 2011 - Marketing for TV is Just the Beginning
Electronic Retailer - August 2011 - 41
Electronic Retailer - August 2011 - 42
Electronic Retailer - August 2011 - 43
Electronic Retailer - August 2011 - Teleservices
Electronic Retailer - August 2011 - Legal
Electronic Retailer - August 2011 - 46
Electronic Retailer - August 2011 - 47
Electronic Retailer - August 2011 - Creative
Electronic Retailer - August 2011 - 49
Electronic Retailer - August 2011 - 50
Electronic Retailer - August 2011 - Member Spotlight
Electronic Retailer - August 2011 - 52
Electronic Retailer - August 2011 - Advertiser Spotlight
Electronic Retailer - August 2011 - 54
Electronic Retailer - August 2011 - Advertiser Index
Electronic Retailer - August 2011 - Classifieds
Electronic Retailer - August 2011 - 57
Electronic Retailer - August 2011 - Rick Petry
Electronic Retailer - August 2011 - cover3
Electronic Retailer - August 2011 - cover4
Electronic Retailer - August 2011 - Outsert01
Electronic Retailer - August 2011 - Outsert02
Electronic Retailer - August 2011 - Outsert03
Electronic Retailer - August 2011 - Outsert04
Electronic Retailer - August 2011 - Outsert05
Electronic Retailer - August 2011 - Outsert06
Electronic Retailer - August 2011 - Outsert07
Electronic Retailer - August 2011 - Outsert08
Electronic Retailer - August 2011 - Outsert09
Electronic Retailer - August 2011 - Outsert10
Electronic Retailer - August 2011 - Outsert11
Electronic Retailer - August 2011 - Outsert12
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