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Direct Response Marketing

News Corner February 6, 2013

6 Feb, 2013 By: Doug McPherson

CoreMedia Systems and Dial800 announce a partnership that will allow Dial800’s call tracking platform, CallView360°, to integrate seamlessly with CoreDirect, the most widely used direct response media buy and response management software. For the first time, marketers and their agencies can now receive uniform data from multiple call centers with ease and automation. “We are excited about Dial800’s enhancements to CallView360° which will benefit our agencies and marketers by giving them access to call date, time and duration data so they can customize response codes,” says Glenn DeKraker, CEO of CoreMedia Systems. “CallView delivers the data in a format that CoreDirect can read and process completely hands free, with no manual inputs required.” Dial800 CEO Scott Richards, says, “In the past, call centers would report results differently, and the time and hassle to export data from a new telemarketer could be a real drain on resources. This technology eliminates data disparity and levels the playing field so that results can be evaluated with the utmost accuracy.” The companies will be demonstrating the new technology at upcoming trade events, including Response Expo.

The Federal Trade Commission (FTC) urges mobile platform and app developers to make users aware of what personal information is being collected and how it’s being used. In a new report, the FTC notes that mobile devices “facilitate unprecedented amounts of data collection,” since they’re virtually always turned on and carried with a single user. To stop information from being collected and spread without users’ knowledge or consent, the FTC says platforms and developers should require agreement when sensitive information like geolocation is accessed, and that they should consider doing the same for less sensitive but still personal data like photos or contacts.

Maryland Attorney General Douglas Gansler announces the creation of a new unit that will monitor Web companies’ data collection practices. The Internet Privacy Unit will investigate several aspects of online privacy, including whether companies are complying with the Children’s Online Privacy Protection Act (COPPA). The new unit will also work with industry representatives and privacy advocates, and will pursue enforcement actions. Perhaps most intriguingly, the new group intends to “examine weaknesses in online privacy policies.” In other words, even companies that post privacy policies might face scrutiny if the policies have loopholes, or outright allow the companies to collect or use data in questionable ways. Gansler isn’t the first state Attorney General to carve out a new privacy unit. California Attorney General Kamala Harris did so last July. Since then, her office has started cracking down on mobile app developers who don’t offer privacy policies.

According to an ExactTarget study, 33 percent of consumers want marketers to invest more in E-mail, 24 percent want marketers to invest in the brand’s website, and 22 percent of consumers want marketers to invest in creating a better Facebook experience. Key findings on E-mail: 45 percent of marketers prefer to interact with brands on E-mail compared to 36 percent of consumers with a smartphone, and 49 percent of consumers who do not own a smartphone; 93 percent of marketers and 49 percent of consumers have made a purchase as a direct result of an E-mail marketing message; 93 percent of consumers subscribe to at least one brand’s E-mail, remaining consistent compared to 2010.

Online advertising and marketing tech company SteelHouse says brands that used their “Real Time Offers” technology saw a 21-percent increase in click-through rates and quadrupled conversion. “Relying on only standard display and retargeting ads to message our potential customers doesn’t cut it anymore,” stated Caitlin Romig, digital marketing lead at Rosetta Stone. “The market has changed.”

OpenX Software announces a new a partnership with device recognition platform company AdTruth to improve on its mobile ad inventory sold through OpenX Market, the company’s real time bidding platform. The service becomes available in second-quarter 2013.

Social analytics and monitoring company Brandwatch finds that viewers tweet about a particular program about 1,200 percent more when the show is airing and are twice as likely to use the official hashtag on broadcast day. Combined, the two statistics amount to a 63-percent greater likelihood that programs publicizing their official hashtags will become part of the Internet conversation. The study from the U.K.-based company analyzed Twitter conversations about five of the top U.S. and U.K. television shows during 2012.

To bolster brands’ confidence in the effectiveness of online video advertising, says it can now independently verify the viewability of video ads in real-time. Ostensibly saving agencies real money, the video ad start-up’s new Certified Viewability service promises to block impressions that do not appear to users. “We are able to provide buyers with the most accurate information on data on where and how their ads are being viewed,” said Toby Gabriner, president of

Google and PointRoll are asking a federal judge to dismiss a lawsuit alleging that it bypassed Safari’s privacy settings in order to set cookies on users’ computers. Google, which paid $22.5 million to settle Federal Trade Commission charges about the alleged circumvention, contends in new court papers that the Web users who are suing the company can’t prove they were harmed. Therefore, Google argues, the case should be thrown out of court.

Worldwide tablet shipments grew 75 percent in the fourth quarter to a record 52.5 million units as lower average selling prices, a wide range of choices and seasonal spending drove up sales. Shipments were up nearly as much from the prior quarter as from a year ago, at 74 percent, according to research firm IDC. Apple led the way with 23 million units shipped, up 48 percent from a year ago on strong demand for the iPad Mini and the rollout of the fourth-generation iPad.

A new forecast from U.K.-based Juniper Research projects mobile coupon redemptions will grow more than 50 percent this year to 10 billion. The firm says retailers are increasingly adopting mobile as a tactic to help drive footfall and enhance customer engagement and retention.

A new survey by Nielsen says three-quarters of advertisers are spending on paid social advertising and nearly two-thirds (64 percent) plan to increase their social ad budgets this year. Yet social media budgets remain relatively small. In 2012, most (70 percent) companies earmarked 1 percent to 10 percent of overall ad spending to social media, with only 13 percent allotting 21 percent or more. The increase in social ad spending will often come at the expense of other online and offline marketing channels, including online display.


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