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Our Blog


How Direct Response TV Builds Brand Equity and Sells Products and Services

04/23/2013 - 08:56

Just published in the Journal of Brand Strategy: “How Direct Response TV Builds Brand Equity and Sells Products and Services” – our groundbreaking peer-reviewed article details role of branding in direct response commercials.

Dozens of illustrated examples highlight our best-practices combination of direct response and branding.

For a wide range of companies, DRTV has not only sold products successfully online and at retail outlets, but has actively contributed to brand equity. This is due in large part to a new breed of DRTV that combines high production values, subtle selling and other brand-enhancing tactics across the commercial production, the media purchased and online supporting tactics such as paid search engine marketing. In this paper, brand owners will learn about:

  • Popular misconceptions about DRTV
  • The two major production-related categories of DRTV
  • Top-level ways DRTV builds brand equity
  • DRTV as the consummate storyteller
  • How brand values translate to DRTV
  • Specific tactics to enhance brands in all aspects of the DRTV campaign
  • The future of DRTV


Email Linda Chaney for a free copy.

Have you visited our eBook library lately? We now have 11 best-practices titles that every DRTV marketer should grab.

04/15/2013 - 12:49

They’re all complimentary ( and loaded with intelligence you’ll want in your library. Titles:

BEYOND TRADITIONAL DRTV -- DROV: Direct Response Online Video -- TV Is Changing And So Must DRTV

LEGAL HURDLES FOR DRTV MARKETERS -- Don’t Get Tripped Up On the Way to the Finish Line Plus this Bonus Section: DRTV Product Checklist 49 Questions You Need to Answer

DRTV and DR-RADIO TRACKING TECHNOLOGY IN THE DIGITAL AGE -- Everything You Need to Know to Maximize ROI and Reduce Workload

OPTIMIZING CONVERSION RATES WITH QUALITATIVE CALL ANALYTICS -- 10 proven techniques for DRTV and online marketers dramatically enhance sales, revenues and profits

WHAT IS YOUR DRTV STATE OF MIND? We analyze 7 different scenarios of how you’re thinking about DRTV – and present the key facts you need to know. Whether you’re thinking, considering, planning or using DRTV, there’s valuable intel here for you.

WINNING DRTV STRATEGIES – HOOVER -- 19 strategies that propelled Hoover infomercials to dramatic success are revealed in this profusely illustrated eBook. It’s like a giant case study that gives you a roadmap for DRTV success.

HOW ONLINE SHOPPING CARTS KILL DRTV CAMPAIGNS -- Shopping cart abandonment is 78% for DRTV marketers. Learn why this problem exists and what to do about it so you can avoid losing large numbers of sales.

BEHIND THE SCENES -- Find out exactly what it takes to craft a outrageously successful DRTV campaign, supported by search and other digital strategies. Interviews with our own experts reveals intel you won’t find anywhere else.

DRTV DERAILERS -- Numerous Internet-age issues can easily derail the most promising DRTV campaign, instantly turning it into a train wreck. Learn what these problems are and how to avoid them.

SHOW ME THE MONEY -- Getting paid in the digital age can be a real challenge, and this eBook explains the in’s and out’s of merchant accounts, providing strategies to increase sales volume and avoid major business interruptions.

THE “TV TUNEAWAY” FACTOR -- Learn how and why shooting and airing your short- or long-form in High Definition is one way to increase response by ensuring that consumers keep watching your commercial.

Acquirgy publishes 10th best practices eBook with Conrad Fink

04/04/2013 - 08:57

"Beyond Traditional TV -- DROV: Direct Response Online Video"

Continuously changing media and technology provides marketers with an ever-growing set of tools and channels with which to reach their target audiences. This is not a trend or a phase, but rather the direction in which marketing has moved. Learn all about the hottest direction that promises to change DRTV forever.

Download the DROV eBook now.

Acquirgy publishes 9th best-practices eBook with Nielsen:

02/21/2013 - 11:49

DRTV and DR-RADIO Tracking Technology in the Digital Age
Everything You Need to Know to Maximize ROI and Reduce Workload.
Download PDF

Rapid Returns Optimizing Direct Response

02/14/2013 - 11:07

Nielsen article “Rapid Returns Optimizing Direct Response with Electronic Verification” offers stats on DRTV and mentions our recently published eBook: NielsenWire Reports

Acquirgy Announces Response to Google Changes

02/08/2013 - 09:18

New Google Enhanced Campaigns require major changes by advertisers.

Acquirgy has announced that its SEMpc (Search Engine Marketing Performance Consulting) practice has developed a process to migrate SEM efforts to address the recently announced Google Enhanced Campaigns. Working virtually 24/7 since the announced changes to the UI, the SEMpc team has analyzed historical data and performance for mobile, tablet and desktop across the company’s extensive client base and has begun to establish best practices of working within the new bidding environment.

“Our SEMpc group is positioned perfectly to address this situation for companies managing their SEM efforts in-house. It is a major change that needs to be implemented….not enough resources or experience internally to handle,” commented Steven Morvay, President and COO of Acquirgy.

Through the group’s SearchLab proprietary analysis process, the SEMpc team will provide a spectrum of services from an initial analysis with a recommendation for implementing changes through actual hands-on assistance.

“We’ve begun to develop a process on our own internal client base that is working. The approach analyzes bids and performance by device to develop a portfolio structure with tiered bidding to take advantage of the new enhanced campaigns” added Cynthia Tully, VP, Account Director and head of acquirgy’s New York Office.

Acquirgy Wins Moxie Award for Best Housewares Infomercial for the Hoover WindTunnel® Air™

09/19/2012 - 15:42

Acquirgy Wins Moxie Award 2012

To learn the strategy behind the infomercial that won this award, check out our best-practices eBook that details 20 strategies that were used in three Hoover infomercials, which explains why the shows were successful. “Winning DRTV Strategies – Hoover” is available at here. Industry trade Response Magazine recently profiled the new direction of the Hoover infomercials here.

Celebrating 10 years of DRTV-to-Web tracking

09/04/2012 - 14:53

We’re celebrating 10 years of DRTV-to-Web tracking with our rebranded software and new features: iFactz is now iTrackz™

Learn how our proprietary software prevents cancellation of profitable DRTV commercials and delivers intelligence for smarter DRTV media planning and buying.

Used by over 140 clients running 230+ campaigns for over 10 years.

More information

Show Me The Money: Getting Paid in the Digital Age

08/16/2012 - 08:30

Getting Paid in the Digital Age

Customer Acquisition Agency Acquirgy and Leading Payment ISO Swipe Payment Solutions Co-Publish eBook With Little-Known Strategies to Ensure Uninterrupted Processing Capability and Increase Volume.

Learn what you can do now to avoid problems and generate more sales.

Is There An Infomercial In Your Future?

07/19/2012 - 09:34

Originally published on:

 Nutraceuticals World

A steady stream of nutraceutical product companies has been using Direct Response TV (DRTV) with great success. For March, 2012, the top two category products on the Infomercial Monitoring Service rankings of national cable and satellite were Lipozene and Super Beta Prostate. Companies selling supplements that have used DRTV include Fein Energy Crystals, Coral Calcium, Alka Slim, Venacura,Greek Island Labs and Purity Products. So there is plenty of evidence that DRTV is viable for marketers of supplements and related products.

Learn what’s involved to succeed.

How Shopping Carts Kill DRTV Campaigns And What To Do About It

07/11/2012 - 14:06

Shopping Carts Kill DRTV Campaigns

New eBook “How Shopping Carts Kill DRTV Campaigns And What To Do About It” Addresses 78% Abandonment Rate.

Customer Acquisition Agency Acquirgy and Real-Time Ecommerce Shopping Cart Recovery Leader SeeWhy Co-Publish eBook Featuring Proven Solutions. Learn why this is a huge problem and steps you can take to reduce it.

Download this ebook

Are You Aware? DRTV-Driven Search

06/28/2012 - 10:14

Originally posted on:

The Agency post

Here in the digital age, consumers watch traditional TV with laptops, tablets and smart phones in hand, ready to react to programming polls via text and web, as well as commercials.

Read more.

Digital Age DRTV: Stimulus/Response

06/18/2012 - 11:46

Main Stream DRTV

Digital Age DRTV: Stimulus/Response

Consumers used to have two ways to respond to DRTV: mail and phone.
Today there are dozens. This new infographic illustrates 25 of them in 6 categories.

Download Infographic

New Open Position

06/18/2012 - 10:43

Director of Business Development

Recruiting for a Successful Direct Marketing Agency Business Development Executive. Credentials must include at least 5 years experience working at a national direct response agency, marketing services firm, DRTV media sales company, or a home shopping network.

  • Required is a documented track record in prospecting and closing national brands and direct response advertisers with minimum annual advertising budgets of 7 figures plus.
  • You must demonstrate industry sales leadership experience and credentials in consumer direct marketing, direct response TV advertising, digital advertising, search engine marketing, infomercial, short form and interactive media sales.
  • The position reports to the SVP of Business Development.

Acquirgy is one of the fastest growing full service direct response marketing services agencies specializing in multichannel customer acquisition advertising. Acquirgy clients include major brands and direct response advertisers such as Hoover, Keurig, Cold-EEZE, Jacuzzi Bed Collections, and CDW.

This is a high growth opportunity to join an industry leader with exciting career potential. Compensation includes salary, commission, benefits and stock equity. Relocation reimbursement and satellite candidates considered.

Please forward your resume to:

Acquirgy Digital Alert Update

06/11/2012 - 12:07

We recently wrote about a major change in Google’s ad rotation period. Due to the outcry from the industry, Google has changed this policy.

Read the latest here

DRTV Alert –Tracking URLS

06/07/2012 - 15:55

An astonishing 99.99% of all URLs designed to track web orders from TV commercials do NOT work. Learn why “suffix” URLs ( don’t work and cause problems, and what tracking structure actually does work.

Download DRTV Alert

Digital Alert - Shopping Cart Abandonment

06/07/2012 - 15:49

Our latest alerts concerns the alarming 78% shopping cart abandonment rate for DRTV product marketers, which is a full 6 points higher than non-DRTV ecommerce marketers.

This means that only 22 of every 100 online shopping carts that are started by the consumer end up in a completed transaction. That’s like 100 people standing on line in a store at the cash register, and 78 of them leaving before they complete the sale.

Learn more about this disturbing phenomenon.

DRTV Campaign Burnout Can Be Reversed With a Strategic Turnaround Plan

06/05/2012 - 08:31

Originally posted on:

Marketing Executives

Your short-form or infomercial appears to have run its’ course. It’s been gradually waning and the end of the line appears near. Time to move on to the next product, right?

Read more.

Digital Alert: Shopping Cart Abandonment

05/22/2012 - 08:35


If I told you that 78% of your customers who start the online checkout process will not complete it, would you believe me? You need to read why this stat is true and why it’s costing you a lot of revenue.

Download Digital Alert

Customer Acquisition Chain Link 8: Mobile

05/18/2012 - 09:00

Originally posted on:

Target Marketing

Do you have any broken links in your customer acquisition chain? Part 8 - Mobile

Read more.

Customer Acquisition Chain Link 7: How 7 Display Ads Convert Their Clicks

05/04/2012 - 09:44

Originally posted on:

Target Marketing

Do you have any broken links in your customer acquisition chain? Part 7 - How 7 Display Ads Convert Their Clicks

Read more.

Customer Acquisition Chain Link 6: Using Paid Search to Find New Customers

04/27/2012 - 15:02

Originally posted on:

Target Marketing

Do you have any broken links in your customer acquisition chain? Part 6 - Using Paid Search to Find New Customers

Read more.


04/27/2012 - 09:34

eBook - DRTV Derailers
Just Published! DRTV DERAILERS eBook – 12 Internet-Age Issues That Could Derail Your DRTV Campaign
Read more.




Customer Acquisition Chain Link 5: Landing Pages and SEO for DRTV Campaigns

04/20/2012 - 09:31

Originally posted on:

Target Marketing

Do you have any broken links in your customer acquisition chain? Part 5 - Landing Pages and SEO for DRTV Campaigns

Read more.


04/13/2012 - 13:29

Originally posted on:

Electronic Retailer

Ninety percent of the top infomercial websites (as well as almost every other DRTV website) could be doing a lot more to tap into the power of video. Read more.

Customer Acquisition Chain Link 4: Catalog to Online

04/13/2012 - 13:24

Originally posted on:

Target Marketing

Do you have any broken links in your customer acquisition chain? Part 4 - Catalog to Online:

Read more.

Customer Acquisition Chain Link 3: Direct Mail to Online

04/12/2012 - 15:42

Originally posted on:

Target Marketing

Do you have any broken links in your customer acquisition chain? Part 3 - Direct Mail to Online:

Read more.


04/03/2012 - 16:29

Originally posted on:

Electronic Retailer

We live in the age of online video. Consumers consume video online at a staggering rate, with 180 million Americans viewing video online in a single month. If a picture is worth 1,000 words, then well-done video must be worth 10,000 words. Read more.

Customer Acquisition Chain Link 2: Print To Online

04/03/2012 - 11:32

Originally posted on:

Target Marketing

Do you have any broken links in your customer acquisition chain? Part 2 - Print To Online

Read more.

10 Links In The Customer Acquisition Chain

03/26/2012 - 10:37

Originally posted on:

Target Marketing

Do you have any broken links in your customer acquisition chain? First in a 10-part series.

Read more.

10 Links in the Customer Acquisition Chain: Do You Have Broken Links?

03/26/2012 - 10:28

Originally posted on:

Target Marketing

Do you have any broken links in your customer acquisition chain? First in a 10-part series.

Read more.


Three new Hoover® infomercials feature “extreme demos”

03/22/2012 - 13:16

 Three new Hoover® infomercials feature “extreme demos,” Hoover’s Dirty House and compelling offers. Learn more and watch the shows:

Get the Facts:

Watch the Shows:



03/15/2012 - 16:45

Originally posted on:

Electronic Retailer

We show you 7 ways to use video on your web site to enhance conversions. Instead of boring text and static photos, put video to work. Read more.


03/06/2012 - 14:48

Originally posted on:

Electronic Retailer

We’ve all been hearing about emerging technologies, platforms, hardware and software for years, but according to Simon Applebaum, who’s been covering the evolution of TV since 1980, there are four major areas to watch closely in 2012. Read more.

Is your online shopping cart program killing a great DRTV campaign?

02/23/2012 - 15:50

You could be losing as much as 75% of potential orders due to issues with your cart. Learn why.

"Extreme Demos" -- Powering the new Hoover® MAXExtract® Carpet Washer infomercial -- watch it and learn more.

02/17/2012 - 11:15

You've heard of "extreme makeovers" and extreme reality shows…now there are extreme demos in the Hoover infomercial…see what's behind this breakthrough tactic. See the showRead the story

DRTV StatWatch February

02/02/2012 - 17:20

Originally posted on:

Electronic Retailer

Our “DRTV StatWatch” column in Electronic Retailer magazine is now online…every month we’ll present and analyze a relevant statistic and look at top-level implications for DRTV marketers.
Video testimonials and product videos increase conversions 20% to 95%
See what we have to say.

ComScore Study: A Third of Ad Impressions Are Never Seen

01/20/2012 - 13:52

We’ve been speaking with our clients for some time now about converting the majority of their “image/CPM” buys to “response” driven tactics.

Why spend money on “image” when you can gain acquisition results efficiently and get branding “for free”?

Here’s a secondary reason to buy media through CPC tactics:

ComScore released its findings from its ad-verification tool and claim that over 30 percent of ad impressions on the web never actually meet up with an eyeball.

  • Across all measured campaigns, 69 percent of ad impressions were classified as being “in view.” The remaining 31 percent, the study says, were delivered but never seen by a consumer for various reasons.
  • An average of 4 percent of ad impressions were delivered outside of their target geographical region. 

The study involved 12 national brands, 3,000 placements, 381,000 site domains and 1.7 billion ad impressions. ComScore plans to release a full white paper from its study in March.


President’s Take: DUH Research

01/12/2012 - 14:39

This is a real pet peeve of mind. “Duh” research projects are those that end up stating the obvious. Time and money is wasted producing and ultimately reviewing these efforts. This could be easily prevented by simply trusting common sense. Here’s the summary:

New research from NPD In-Stat—covering how hardware form factors determine device usage—concluded that there are optimal uses for certain screen sizes. Larger screens, it found, were better for “productive” needs. Smaller screens were better for communication and entertainment.  In-Stat categorizes as productivity web browsing, email, and app usage –  smaller screens more likely used for entertainment such as video or music consumption.


Marin Software

01/12/2012 - 13:26

Originally posted on:

Marin Insights

Two important posts on Marin Software’s blog:

  • Learn why we wrote “The Critical Importance of a Very Close Working Relationship Between Marin and our Agency”
  • Insights from Marin’s 4Q 2011 advertising report, showing trends in paid search

Both are recommended reading. Find them both here.

DRTV StatWatch

01/12/2012 - 13:22

Originally posted on:

Electronic Retailer

Our “DRTV StatWatch” column in Electronic Retailer magazine is now online…every month we’ll present and analyze a relevant statistic and look at top-level implications for DRTV marketers.
This month’s stat: 60% of TV audiences regularly surf the web while watching their favorite shows.
See what we have to say.

Happy Thanksbuying

11/22/2011 - 10:01

Originally posted on:

First, have a great turkey day and enjoy time with family and/or friends.
But before you finish work this week, check out your thankyou page on your website, also called the confirmation page. It’s where you confirm the order and (hopefully) thank customers for buying – hence “thanksbuying” as the title of this article. read more...

A Lesson From The Streets

11/17/2011 - 12:28

Originally posted on:

My wife and I were in New York City this past weekend, and we stumbled upon the 3rd Avenue street fair, a collection of vendors selling a wide range of goods and purveyors of a wide range of foods. read more...

Acquirgy’s iFactz™ Offline-to-Web Tracking System Closing in on 20 Millionth Transaction

11/16/2011 - 10:37

Born out of necessity, the iFactz tracking system is closing in on 20 million transactions that have been tracked, allocated and reported. The need to track offline-to-online is critical, especially in this day and age when consumers respond to commercials in several ways. read more...

The Internet is One Big Double-Edged Sword

11/11/2011 - 11:58

Originally posted on:

It’s been some 15 years that I’ve been involved in online customer acquisition, having started my journey in 1996 in the “Wild West” days of the ‘Net. I’ve seen technologies and platforms come and go and have learned quite a bit about what works and what doesn’t. read more...

Search Alert: Acquirgy’s POV on How Major Google Change May Affect Marketers

11/08/2011 - 17:35

Originally posted on:

Marketers are wondering how Google’s recently announced (11/2/11) change is going to impact their paid search programs. Unlike tweaks that have no major impact, the announcements by Google could have a significant impact on SEM programs. read more...

Why All Marketers Need to Think Like Direct Marketers

11/04/2011 - 08:29

Originally posted on:

In this day and age where CEOs are demanding that CMOs produce ROI-based results, and where customer acquisition is more important than ever, a marketer’s mindset may be in need of a tune-up. read more...

What is the Single Most Important Thing You Can Do to Grow Your Business in 2012 and Beyond?

10/19/2011 - 10:48

Originally posted on:

Before I answer that question, humor me for a minute to give you an analogy. I’m a big NY Giants football fan, and every Sunday at our tailgate, I ask fellow Giants fans the same question: “What’s the single most important thing the Giants have to do to win today? read more...

Humanology: Do You Have The Right Balance?

10/12/2011 - 14:52

Originally posted on:

We coined this word to describe the right balance between technology and people in our paid search practice. The thought practice behind this concept applies to just about every other technology that is out there. read more...

Acquirgy Selected for Marin Software's Certified Agency Program

10/07/2011 - 14:08

Customer acquisition agency, user since 2009, recognized for its long term commitment to Marin platform and proficiency with industry leading tool.

Acquirgy today announced that it has been recognized as a Marin Software Certified Agency. Advertisers leveraging a Marin Software Certified Agency, such as acquirgy, receive the benefits of improved campaign performance and financial return that Marin Software’s leading online ad management platform provides. A user of the Marin platform since 2009, acquirgy has remained at the forefront of its industry in part by working collaboratively with Marin to deliver solutions that meet the specialized needs of acquirgy’s clients. 

Acquirgy ( is an Acquisition Marketing Agency developing and executing accountable marketing programs driven by immediate and measurable response metrics across all digital and traditional platforms. To improve the performance of their customers’ campaigns, acquirgy implemented Marin Software, the industry’s leading integrated platform for managing search, display, and social marketing. Acquirgy underwent a rigorous training and certification process to join the Marin Software Certified Agency Program and ensure its customers benefit from the full campaign optimization capabilities of Marin Software.
Acquirgy President Steven Morvay recently talked about the Marin relationship, saying “We have been working with Marin for several years now.  Their ability to meet the campaign and bid management needs of the constantly in flux digital world has allowed us to keep pace and over deliver versus our client’s expectations.”
Added Matt Lawson, Vice President of Marketing and Partnerships at Marin Software, “Our goal at Marin Software is to provide a platform that streamlines ad campaign optimization so the focus of marketers can be the strategic growth of an ad program. Brands leveraging a Marin Software Certified Agency, gain assurance their campaigns benefit from the improved efficiencies and financial lift Marin Software enables.”

A Slew of Marketing Stats Reveal Opportunities and Pitfalls for Direct Response Marketers

10/05/2011 - 13:29

Originally posted on:

Today I came across Hubspot’s “100 Awesome Marketing Stats, Charts and Graphs,” and after reading it and circling all the ones that I feel are relevant to DR advertisers, I put everything aside to write this column. That’s how important I felt it is to opine on the current state of DR in the digital age. In doing some top-level exploring, I’ve found that there are an incredible number of opportunities for customer acquisition that combine proven tactics with a wide range of online opportunities. read more...

SEM Survey Highlights Six Opportunities for Advertisers

09/27/2011 - 08:11

Originall posted on:

Internet Retailer's SEM Survey (August, 2011) gives us numerous clues as to how paid search programs can be expanded, optimized and enhanced to produce more sales (or leads), revenues and profits. We analyzed 6 of these stats and have specific recommendations based on our experience. read more...

Why Online Retargeting Programs Are Critical For Direct Response Marketers

09/23/2011 - 08:27
Originally posted on:

Consumers can arrive at your website in one of three primary ways:

  • Direct URL – they see an infomercial or get a catalog and type in the URL.
  • Search – they look up your company name, product or service in their favorite engine.
  • Social – they come across a review or rating on a social networking site.


Senior DRTV Media Executive Joins Acquirgy, Several Promotions Also Announced

09/20/2011 - 15:16

Acquirgy expands staff to handle new client engagements.

St. Petersburg, Florida (PRWEB) September 20, 2011
Direct Response TV media expert and management professional Jeff Copsey has joined acquirgy as VP, Media Services Jeff will oversee and direct the company's TV media buying division. He brings with him extensive experience in developing and managing results-driven media campaigns having most recently been employed by Hawthorne direct as well as several positions at Williams Worldwide.
"We are thrilled that Jeff has chosen to join acquirgy His vast experience in numerous vertical markets matches up well with our client base," said President Steven Morvay. "His knowledge of both infomercial and short-form advertising, national and local buying, and his strong relationships with media channels will provide tremendous leadership to our internal team and a powerful resource for our client's businesses," he added.
Copsey said "I've always wanted to work in an environment that was truly multichannel, and where one of the cornerstones is DRTV. I'm particularly excited about using the proprietary offline-to-online tracking system, iFactz."
Also joining acquirgy as Directors of Business Development are Steve Kelley and Joyce A. Monterose, who will report to Linda Chaney, SVP, Business Development, who said "My two new team members have exactly the kind of extensive experience that are ideally suited for our customer acquisition services." Kelley was most recently at It's Your Biz (formerly and Monterose comes to acquirgy from Microsoft.
The company also announced several recent promotions, recognizing quality work and dedication to clients. They include Lou Conte to CFO, Jo Davis to Accounting Manager, Lisa Raver to Director of Operations and Elizabeth Riley to Search Manager.

Acquirgy's New Rowenta Infomercial Is Loaded With Proven Direct Response TV Tactics

09/14/2011 - 13:21

See our strategy in action: a constant stream of consumer, professional and celebrity/designer testimonials showing the product in action is the basis for this infomercial. The "Rowenta Knowledge Center" is the setting. Real savings vs. dry cleaning are detailed, and animation showing "Float Above The Fabric" technology is compelling, as is the offer.

See it in our Winner's Circle on YouTube at: read more...

The Summer 2011 Class of New Acquirgy Employees

09/07/2011 - 09:16

We're proud to announce new employees that have joined our company over the last several months. See who they are at: read more...

Dozens of Success Case Summaries Now in the IntelCenter

09/07/2011 - 09:14

Learn the how's and why's behind our successful DRTV, SEM, online and multichannel success stories at: read more...

Use of Social Networks to Find Content Has Increased 254%

09/07/2011 - 09:12

Should you be investing dollars in social media? How much? And what budget would be reduced? Here is Irv Brechner's POV. McKinsey reports (July, 2011) that the use of Social Networks to locate online content has increased from 13% to 33% between 2008 and 2010, a whopping 254% increase.

Their iConsumer surveys show that use of search engines for the same task has decreased slightly, from 69% to 66%. Said another way, for every two consumers that use search engines to find content, one uses Social Networks. That speaks volumes for the power of Social Networks.Most other means of locating content have declined also, including search toolbars, bookmarks, portals, and links from friends. read more...

4 Ways Marketers Can Use Mobile to Generate Sales

09/07/2011 - 09:06

A handful of innovative ideas for testing mobile to produce sales is the subject of this In The Trenches brief, by VP, Account Director Carrie Burns.

In the advertising community, mobile is hot. Red hot. Direct marketers are working overtime to figure out how to reach and sell over 227 million Americans that own cell phones. That’s over 9 in 10 adults and 70% of teens, according to Experian Simmons “2011 Mobile Consumer Report.” With the exception of kids under age 14, 82% to 98% of all other age brackets own cell phones. read more...

President's Take: The Power of an Offer

09/07/2011 - 09:03

Steven Morvay talks about how powerful an offer can be in direct response, and why getting it right is so important.

We say it all the time: great creative and a bad offer won’t work. 

Not-so-great creative with a powerful offer will work every time.

Same goes for a product. Combine an incredible offer with even a not-so-great product and watch the action happen right before your own eyes. read more...

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