How Will Customized Search Affect Online Advertising?
Clinton Kicks Off 'Serious' Ad Campaign
DRTV Media Buyer
DRTV
DRTV and the Search Engines
Want to Reach More Buyers? A Multi-Media Advertising Approach is the Key
Time to use Verified by Visa and MasterCard SecureCode?
Electronic Representment of NSF Transactions
A Serious Look at Electronic Checks as a Payment Option
How long do you want to live?
Selecting a Payment Processor
The Chargeback Process
Continuity Programs – The Ultimate Upsell?
Could DVR be a friend to DRTV marketers?
Making Waste In Our Haste: You Don’t Need to Break the Sound Barrier to Get Retailers to Notice Your Product

Tread Carefully with Continuity

admin | 14 October, 2005 11:07

Continuity programs are a lot harder to set up and manage than most marketers think. DRTV marketers with long-running continuity programs know that keeping it simple is important (e.g. don't try to shoe horn a complicated multi-pay into your already complicated continuity) and reporting is critical. Your fulfillment partner should have a good continuity system that includes robust reporting and projections.

Blogging and Product Promotion

admin | 14 October, 2005 10:56

Blogging may be the future of product promotion on the Web. As more and more bloggers enter the blogosphere, mindshare that was once owned by the major news and entertainment magazines is now tipping toward the unafilliated blogger. Savvy DRTV marketers should consider blog plugs as a way to spread the word about a new product or offer. Blog readers tend to be skeptical of traditional advertising, yet open to promotions from sources that they trust.

Pre-Authorization and Settlement Can Lead to Trouble

admin | 14 October, 2005 10:41

Websites and call centers that pre-authorize and settle before sending the order files to a fulfillment center may be overlooking several potential problems. The most important is inventory availability. Once a card is charged and settled, the fulfillment center will need to ship the order within a tight timeframe. If there is not enough inventory for all of the orders, the marketer may have to deal with chargebacks, increased customer service calls and better business bureau complaints.

Interactive Media Buying is the Future

admin | 14 October, 2005 10:36

There is no doubt now that on-demand television is the future. Consumers want to be in control, to decide when and how they will access entertainment. DRTV media buyers will need to respond to this new challenge by expanding their services to include online and on-demand TV media buying services.

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