As a longtime, big-time New York Giants fan, I'm on cloud nine and will be for a long time. After hearing and reading about how the Giants' coaching staff and players overcame adversity to win the biggest game, I realized we marketers could learn from the way Coach Tom Coughlin and his staff won six "do-or-die" games in a row to capture the crown.
It's no secret that many consumers who see a DRTV commercial go online to request more information or make a purchase. Yet, if you watch any number of DRTV spots and infomercials, the percentage of marketers who are tracking Web activity from DRTV is miniscule. As a result, marketers could be canceling profitable DRTV media placements because they appear to be unprofitable, simply because Web orders are not taken into account.
Is everyone on the same page? Tactics for integrating your online marketing efforts. The phrase “online integration” has been bandied about for years, but it appears that few companies really understand and implement it successfully. In fact, many don’t have a clear definition of what integration actually entails. Having migrated from direct mail to the Internet back in 1995, I’ll give you my perspective on the positives that can result from an integrated online program, as well as the negatives that will occur if you don’t have such a program. Nowadays, most direct marketers are using, or plan to use, some or all of