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Direct Response Marketing

News Corner April 16, 2014

16 Apr, 2014 By: Doug McPherson

Stacy Durand, CEO of Media Design Group LLC (MDG), announces that she and business partner Ben Zimmerman have assumed 100-percent ownership of the direct response media agency from former partner Revenue Frontier. The transaction closed earlier this week, meaning MDG will be independently owned, managed and operated by the partnership duo.

Pivotal Payments, a merchant services and global payment processing solutions provider, announces it’s expanding GlobalOne, its proprietary payment gateway and global acquiring platform, into the European Union. The company will provide real-time connectivity to more than 130 new payment networks and banks, providing access to 60 foreign currencies, as well as local European payment schemes.

TouchCommerce, a custom online engagement solutions company, releases its mobile chat offering that delivers exceptional user experience with state-of-the-art features that power M-commerce sites for increased conversion and associated revenue. 

Blue Vase Marketing acquires Scorecaster Media Management LLC, a startup media management firm. Scorecaster Media will be changing its name to Blue Vase Client Services. Blue Vase offers call center sales, customer service, fulfillment and, more recently, a newly launched routing and reporting platform.

WGroup, a boutique management consulting firm, welcomes Martin Bispels, an executive with a 20-plus year tenure at QVC in sales, business development, merger-and-acquisition, and business transformation roles.

Facebook announces it’s making ads in the right-hand column of its site “more visually consistent” with the ads that appear in news feed section. The ads will be larger and there will be fewer of them. For advertisers, Facebook says the change offers a simpler way to create ads and an enhanced creative canvas on the right-hand column.

Innerscope Research Inc.’s paper, “Leveraging Synergy and Emotion in a Multi-Platform World: A Neuroscience Informed Model of Engagement,” says viewer emotional engagement is higher when an unfamiliar brand is seen first on TV rather than online. ”Increased engagement translated into a nearly threefold advantage in post- exposure brand resonance. The results also say synergistic media planning helps maintain brand equity with TV while enhancing brand engagement within related online content,” Innerscope explains.

Spending on location-targeted mobile ads will increase 55 percent to $4.9 billion this year, and reach $15.7 billion in 2018, says media research firm BIA/Kelsey. During that span, the share of overall mobile ad revenue earmarked for location-targeted campaigns will increase from 40 percent to 52 percent. As a portion of total U.S. ad spending, it will jump from 2.2 percent to nearly 10 percent.

The Federal Trade Commission approves Facebook’s $19 billion acquisition of messaging service WhatsApp, but is warning the social networking service that it can’t draw on data about WhatsApp’s users for ad purposes without their explicit consent.

A new study from Centris Marketing Science reveals about 40 percent of pay-TV homes said they would likely cancel their TV service and replace it with Aereo if it was available in their market. Another 13 percent were undecided.

E-mail marketing and display ads still top marketers’ lists for the most used media channels. Some 79 percent of respondents to a Forrester Research study use both media, compared with only 65 percent who used E-mail marketing at the time the first study was done in May 2010. Display and E-mail adoption continues to increase, even as social and mobile becomes more popular. In the next year, 11 percent of respondents to a Forrester Research study plan to begin E-mail programs, and 12 percent plan to begin using display advertising.

Turner Broadcasting’s HLN is partnering with Twitter to broadcast “live visualizations” of Twitter data simultaneously across TV and digital platforms. HLN will use Twitter to focus on trending segments on “Morning Express with Robin Meade.”

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