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Direct Response Marketing

News Corner December 4, 2013

4 Dec, 2013 By: Doug McPherson


The Response team looks forward to seeing Direct Response Marketing Alliance (DRMA) members and everyone else next Tuesday at the New York Beer Company in Midtown Manhattan for the annual DRMA Winter Bash. For more info on the event, please visit: responsemagazine.com/drma/drma-networking-events. And, remember, this year the party doesn’t have to end at 9 p.m. That’s right, if you head just up the street from New York Beer Company when the Winter Bash comes to a close, you can see a few of your favorite industry executives in their band – the As Seen on TV Band! Keep the party rocking at Hurley's, 232 W. 48th St. (between Broadway and 8th Ave.) in New York.

Hawthorne Direct, a full-service brand response advertising agency, promotes John Pucci to the newly created position of chief creative officer. He will remain in the company’s Los Angeles office.

The Federal Trade Commission (FTC) announces that it will convene a seminar to discuss “mobile device tracking,” which involves tracking customers via their phones' MAC addresses – 12-digit identifiers assigned to any device that's capable of connecting to the Web. “In most cases, this tracking is invisible to consumers and occurs with no consumer interaction. As a result, the use of these technologies raises a number of potential privacy concerns and questions,” the FTC contends.

TV Talk, a new television-program focused podcast producer, inks a deal to create a station on Clear Channel's iHeartRadio digital radio service. TV Talk, which offers up to 20-minute podcasts for each episode of some 50 TV shows, is now available to some 60 million iHeartRadio listeners.

People are sharing a lot of information about big retailers via social media, according to a study by social business intelligence provider Shareable. Topping the list for social word-of-mouth sharing is Walmart, which accounts for 19.7 percent of all retail social content “amplified” by shoppers, with a total tally of 823,393 “engaged actions” across Facebook and Twitter in the period leading up to Black Friday (November 1-24), suggesting a high pass-along factor. Next up is Amazon.com, with an 8-percent share of social word-of-mouth, then Nordstrom (7.9 percent), Macy’s (7.8 percent) and Toys “R” Us (7.3 percent).

Nickelodeon and Amazon.com launch Nick-themed boutiques, based on Nickelodeon’s popular shows, including "Dora the Explorer," "SpongeBob SquarePants" and "Teenage Mutant Ninja Turtles." Each holiday boutique offers more than 100 discounted products in various categories, such as toys, video games, electronics and home decor. The merchandise is available for retail shopping through Dec. 20.

Visible Measures, a company that analyzes brand videos, releases its list of 10 merchandisers whose videos got the most views in 2013. Tops is Samsung, with 491 million views, mainly for its short films featuring Jay-Z and Usher. Google, Sony, Dove and Rovio round out the top five.

Japan-based messaging and free calling app Line announces it has surpassed 300 million registered users worldwide. Launched in June 2011, the service grew quickly in East Asia and other markets by letting users post digital stickers in messages to friends. Globally, Line competes with popular messaging apps, like WeChat in China and WhatsApp and Kik in the U.S.

U.S. Hispanics are more likely to use digital coupons than the U.S. population in general. Some 84.2 percent of U.S. Hispanic consumers say they have searched for an online coupon based on a recommendation, compared to 70.6 percent of all U.S. consumers. The findings, based on a national consumer panel survey by Valassis, also note that 80.2 percent of U.S. Hispanics surveyed say they have used discounts from a mobile device or downloaded them to a loyalty card, compared to 66 percent of the overall population.

Worldwide triple-play subscriptions – those consumers who buy cable TV, landline phone and broadband from one company – will continue to rise during the next five years. Research says triple-play subscriptions will reach 333 million by 2018 – up from 300 million in 2008 and 239 million in 2012, according to Dublin, Ireland-based Research & Markets.

After investing more than $600 million and seven years into iVillage, NBC Universal decides to fold the digital property into Today.com. “Beginning this spring, iVillage will become a destination on Today.com,” an NBC spokesperson tells Online Media Daily. “As a result, unfortunately, some iVillage positions will be eliminated.”

Tumblr introduces a new ad unit this week that will let marketers run messages in the section showing what's trending on its mobile app. The new native format – Sponsored Trending Blog ads – will appear in the stream of updates highlighting content from top-trending blogs and feature a dollar-sign icon in the corner to set them apart from other posts.
 


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