Bryan Eisenberg

The topic that's moved from the Federal Trade Commission's recommendations onto the front burner for Congress and the White House stayed front of mind for three panelists during the session "How the FTC's Recommendations for Online Privacy Will Impact Direct Marketers" at Direct Marketing Day @ Your Desk 2011. A few of the key moments in the session are highlighted below.

Personas, or “personality types” as Hippocrates thought of them, are important in converting consumers to customers, Eisenberg says. While website usability is important in Internet marketing, psychology and persuasion are important, too.

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in a report, memo, article, letter or book, you will look like a chump. If your careless work finds its way onto the Internet, it will follow you to the grave.

Multichannel campaigns pose a host of challenges to marketers, with performance measurement ranking at the top, according to a panel of advertising and marketing executives who spoke at June’s DM Days New York Conference and Expo. In a session titled, appropriately enough, “Convergence 2.0: Multichannel Marketing in a Digital Age,” Campfire co-founder Elizabeth Talerman pointed to the ability to apply the old-school AIDA formula to today’s multichannel efforts. Campfire is a branded entertainment firm in New York that has launched multichannel campaigns for Audi, Levi’s and other Fortune 500 firms. Talerman’s use of AIDA to “find her way through integrated and multichannel campaigns” breaks down

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