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Field Reports - December 2013

1 Dec, 2013 By: Doug McPherson, Thomas Haire Response

DRMA Announces 10 Nominees for Member of the Year Award

By Thomas Haire (
SANTA ANA, Calif. — The Direct Response Marketing Alliance (DRMA) and Response Magazine are proud to announce 10 nominees for the Third Annual DRMA Member of the Year Award.

After a nominating process led by the Response Magazine and DRMA staff, this year’s group of nominees will compete to succeed 2012 winner Nancy Lazkani of Icon Media Direct. The DRMA Member of the Year salutes an employee or leader of a DRMA member company who, during the past year, has exemplified the best and most consistent values of the direct response marketing business and has promoted both the value of DR marketing and the DRMA far and wide.

“This is truly an exclusive group: 10 of the DR industry’s best have earned this nomination for the third annual DRMA Member of the Year competition,” says John Yarrington, publisher of Response and co-founder of the DRMA. “These nominees symbolize the industry’s best values, while also working diligently to expand the scope of the industry and the DRMA throughout the past year.”

The DRMA Member of the Year will be determined by an E-mail vote from Alliance members. Representatives of DRMA member companies received a special online ballot in late November, and online polls remained open for two weeks. The winner will be announced during the DRMA Winter Bash in New York City, scheduled for Tuesday, Dec. 10 at the New York Beer Company.

The Winter Bash is presented by the DRMA and Viacom Media Networks, and sponsored by a2b Fulfillment, CoreMedia Systems, Dial800, OpenJar Concepts, REVShare and Swipe Payment Solutions. The event will run from 6-9 p.m. EST.

The full slate of nominees for the 2013 honor

Retailers Tapping Mobile to Up Purchases

By Doug McPherson
NEW YORK — A new eMarketer report says smartphones are proving to be an effective tool to help advertisers introduce — or reintroduce — themselves to consumers and engage them and build a long-term relationship.

In the report, “Mobile Advertising in Retail: Tracking the Changing Purchase Path,” eMarketer says consumers usually shop in their favorite stores, whether they’re online or off, but they aren’t aware of alternatives, so the first challenge for retailers is awareness or discovery. Retailers have always advertised to announce themselves, but mobile adds a transformative element: location.

And even though location-based advertising is still young, analysts say it’s performing well for retailers. In a study earlier this year from xAd and Telmetrics, one-third of tablet owners and nearly one-quarter of smartphone owners are most likely to click on ads that were locally relevant to them.

For retailers using mobile, the “consideration” phase of the traditional funnel model is probably best expressed as engagement: consumers interacting with retailers. eMarketer says mobile’s big impact on engagement comes via retailers’ mobile apps and social media brand pages.

A Chief Marketer study unveiled in May says that, among marketers, the primary goal of mobile apps was building frequency of interactions and engagement with a brand. Some retailers use ads to introduce apps to prospective customers; others use ads to convince existing customers to deepen their relationship.

Analysts have found that the closer consumers get to a purchase, the more they use their phones – but only to a point. Smartphones are good as instant information sources, letting consumers evaluate the price, quality and availability of an item. Shoppers visit search engines, look at reviews and product information or ask their friends, but fewer actually buy items directly from phones. Advertisers have responded with ad dollars focusing on influencing shoppers at the research stage, particularly in search advertising.

In a June survey from JiWire, only 14 percent of shoppers preferred to research in-store, while the rest used laptops and mobile devices. And at the actual point of purchase, 45 percent preferred buying retail products in-store. Consumers, the report said, are using their devices to mostly research, not buy products.

Online Shopping Set to Rise This Holiday Season

By Doug McPherson
MOUNTAIN VIEW, Calif. — The Google 2013 Holiday Shopping Intentions Study finds that adults ages 25 to 34 will spend 19 percent more online this year compared with last — and men will spend 15 percent more than women.

Experts say there’s still time to attract new and existing consumers by turning websites into digital store windows decked out for the holidays with lots of information for prospective customers. More than 40 percent of shoppers will not complete holiday shopping until mid-December.

Marketers should also consider mobile store windows. More than two-thirds of smartphone owners plan to use them for holiday shopping, up 17 percent from last year.

The study found consumers are crossing devices from mobile to personal computer. Some 80 percent of consumers will use more than one device simultaneously, and 84 percent will start researching products on one device and complete the purchase on another.

In a related study, Deloitte reports a rise in consumer confidence and that will translate to higher spending. And a lot of holiday purchases will occur online.

Deloitte also found that 47 percent of U.S. consumers will shop online this holiday season, making it the most popular shopping channel. In comparison, 44 percent think they will shop at a discount or value department store, 28 percent expect to shop at a traditional department store, and 21 percent anticipate going to an electronics, office supply or computer store.

Digital retail channels are also gaining the lion’s share of shoppers’ holiday budgets. Thirty-eight percent of respondents say they will spend at least half of their budgets online, while just over one-third expect to spend between one-quarter and one-half of their money on the Internet.

In social media, 45 percent of respondents say they will use a social network while considering purchases. The most popular reason for using social media is to research a gift idea (48 percent), followed by researching discounts (44 percent), reading reviews or other recommendations (40 percent), browsing products (37 percent) and checking out what family or friends desire (35 percent).

eMarketer estimates U.S. holiday season retail E-commerce spending, which includes all digital purchases made in November and December, will reach $61.8 billion, up 15.1 percent over last year. The last two months of the year will account for nearly one-quarter of all retail E-commerce spending for 2013.


About the Author: Doug McPherson

About the Author: Thomas Haire

Thomas Haire

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