ER Magazine - July/August 2017 - 20

DIRECT TO DIGITAL
Members of ERA's Digital Council share some of their guiding principles
for the digital direct response landscape.
By Ian P. Murphy

ERA's Digital Council has attracted participants from every sector of the industry who
are eager to build and share thought leadership on enhancing direct response's effectiveness across digital and social channels. ER asked several council members about their
companies' roles in the digital marketplace, and to share some of their tips on creating an
effective presence in digital media. Here's what they said.
Sergio Myers
Senior Creative Director
Surging Media Group, Council Chair
Q: What is your company's position
in the digital direct marketing
landscape?
A: Surging Media Group creates direct
response TV and digital content for
product manufacturers and international distributors worldwide.

20

electronicRetailer | July-August 2017

Q: How has digital technology
changed the "traditional" DRTV or
retail push?
A: The introduction of the digital
market left many companies dazed and
confused. A lot of the people we've spoken with over the past seven years had
absolutely no idea what to do. Some
turn to Facebook ads, but find little
to no success, while others search for
other, costly methods while ignoring

ROI. That is a recipe for disaster.
We must think of digital not as the
enemy of DRTV, but simply as another
channel to reach the consumer. It's
all about seeding the product and/or
brand in order to gain a loyal customer,
not simply a quick sell. Digital aids
in this process by giving you multiple
ways to reach consumers.
Q: What are the must-haves for a
direct response marketer's digital
presence today?
A: In the digital era, content is king.
Product companies need to rethink
their positions on what has worked
over the last 30 years-the old



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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