Electronic Retailer - October 2012 - 24

Media Attribution Goes Mobile
There is a whole new suite of mobile tools, including short codes, ready for deployment that meets the needs of the DRTV industry and opens up even more possibilities to build brands and sales.

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BY TONY BESASIE categories such as business opportunities remain heavily dependent on the 800 number and a live operator to close the sale, the majority of marketers are seeing a third or more of their orders come through the web – sometimes as much as 60 percent. In response to this shift towards e-commerce, DRTV marketers are investing more in their web platforms to ensure they capture every potential sale. Because of this changing consumer behavior, marketers are facing a growing challenge with television advertising attribution. While DRTV marketers continue to rely on television to generate consumer response, their ability to track the origin of each order back to an individual media airing has become more difficult. DRTV, a once easy and accurate method of evaluating media, is now becoming an increasingly complex system of analytics and algorithms. Furthermore, given the growing consumer movement towards a digital life, it appears the simplicity and precision of media attribution from 800 numbers may no longer exist. What if, however, there was an easy way of regaining simple, distinct attribution that could also capitalize on the consumers’ changing behavior? That possibility remains, ironically, with the phone. According to a July 2012 Pew Research Center Study, nearly 90 percent of all U.S. adults have a mobile phone, 55 percent use their phones to go online, and almost one-third of these mobile online users rely on their handset instead of their computer to surf the web. Pew Research also found that 52 percent of all adult mobile phone owners have used their phones recently while watching TV, 35 percent who use the internet via their phone visit a website mentioned on TV, and 22 percent used their phone to check whether something they heard on television was true. Additionally, the Cannella study confirmed that infomercial consumers are more active mobile users than non-buyers of DRTV products. The Cannella study found 80

Since the dawn of DRTV advertising, the industry has relied on the 800 number to connect essential components of a marketing campaign. It is the conduit that puts consumers in direct contact with marketers and the forensic tracer that enables direct marketers to evaluate the effectiveness of their advertising. The industry, it appears, cannot operate without the benefits of the 800 number. That dependency, however, may be under attack. Consumer adoption of technology is altering the way they learn about and buy products, which has forever changed the DRTV sales channel. Earlier this year, Cannella Response Television conducted a national survey of infomercial customers to learn more about their viewing and buying behaviors. One part of the study revealed that 57 percent of infomercial consumers made their purchase online. This response is consistent with sales tracking results from several infomercial marketers to whom we spoke prior to the survey. While a few product

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Electronic Retailer - October 2012

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

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
IMS Retail Rankings
Jordan Whitney’s Top Categories
Ask the Expert
From the Executive’s Desk
It’s All About the Numbers
Media Attribution Goes Mobile
Marketing to Teens: Not All Fun and Games
Guest Viewpoint
Guest Viewpoint
DRTV
Teleservices
Fulfillment
Member Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - October 2012 - cover1
Electronic Retailer - October 2012 - cover2
Electronic Retailer - October 2012 - 3
Electronic Retailer - October 2012 - 4
Electronic Retailer - October 2012 - 5
Electronic Retailer - October 2012 - 6
Electronic Retailer - October 2012 - Calendar of Events
Electronic Retailer - October 2012 - Your Association, Your Bottom Line
Electronic Retailer - October 2012 - 9
Electronic Retailer - October 2012 - Industry Reports
Electronic Retailer - October 2012 - 11
Electronic Retailer - October 2012 - FTC Forum
Electronic Retailer - October 2012 - 13
Electronic Retailer - October 2012 - IMS Retail Rankings
Electronic Retailer - October 2012 - 15
Electronic Retailer - October 2012 - Jordan Whitney’s Top Categories
Electronic Retailer - October 2012 - 17
Electronic Retailer - October 2012 - Ask the Expert
Electronic Retailer - October 2012 - From the Executive’s Desk
Electronic Retailer - October 2012 - It’s All About the Numbers
Electronic Retailer - October 2012 - 21
Electronic Retailer - October 2012 - 22
Electronic Retailer - October 2012 - 23
Electronic Retailer - October 2012 - Media Attribution Goes Mobile
Electronic Retailer - October 2012 - 25
Electronic Retailer - October 2012 - 26
Electronic Retailer - October 2012 - 27
Electronic Retailer - October 2012 - Marketing to Teens: Not All Fun and Games
Electronic Retailer - October 2012 - 29
Electronic Retailer - October 2012 - 30
Electronic Retailer - October 2012 - Guest Viewpoint
Electronic Retailer - October 2012 - 32
Electronic Retailer - October 2012 - Guest Viewpoint
Electronic Retailer - October 2012 - 34
Electronic Retailer - October 2012 - 35
Electronic Retailer - October 2012 - 36
Electronic Retailer - October 2012 - DRTV
Electronic Retailer - October 2012 - Teleservices
Electronic Retailer - October 2012 - Fulfillment
Electronic Retailer - October 2012 - Member Spotlight
Electronic Retailer - October 2012 - 41
Electronic Retailer - October 2012 - 42
Electronic Retailer - October 2012 - Advertiser Index
Electronic Retailer - October 2012 - Classifieds
Electronic Retailer - October 2012 - 45
Electronic Retailer - October 2012 - Rick Petry
Electronic Retailer - October 2012 - cover3
Electronic Retailer - October 2012 - cover4
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