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Direct Response Marketing

News Corner January 25, 2017

25 Jan, 2017 By: Doug McPherson


Intelemedia and LeadCircle, two prominent companies engaged in the areas of lead generation, direct response, call center management, and media promotions have acquired Pollcast, a provider of leads to direct response marketing and advertising clients nationwide. Intelemedia is a software company that combines voice communications and data technologies to deliver interactive sales experiences for clients. LeadCircle is known for its proprietary media-based lead-generation operations.

Ship-Right Solutions, a full-service third-party logistics firm that specializes in fulfillment, customer engagement, and e-commerce solutions, hires Paul Corriveau as chief technology officer. He brings more than 20 years of software development experience to position.

The Association of National Advertisers (ANA) reaches a new milestone as membership ranks swell to more than 1,000 companies. Associate members include advertising agencies, law firms, suppliers, consultants, and vendors. ANA members represent an estimated 15,000 brands that collectively spend or support more than $250 billion in marketing and advertising annually.

President Donald Trump elevates Republican Ajit Pai to chairman of the Federal Communications Commission (FCC), Politico reports. Pai dissented from many recent FCC decisions that were spearheaded by former Chairman Tom Wheeler, but is probably best known as a vocal critic of net neutrality rules.

The Washington Post plans to launch The Lily, an “experimental, visually-driven product” focused on millennial women, later this year. The project comes from WaPo’s Emerging News Product team and will focus on “platform-specific storytelling” to inform and entertain young women.

Programmatic tech company Feature Forward releases a proprietary new open exchange that promises premium inventory reach, built-in quality assurance mechanism, and improved QPS efficiency for programmatic advertisers.

Verto Analytics launched Smart Poll, a product that combines traditional survey research with passive metering, which collects digital behavior from an opt-in panel of consumers that Verto manages. Surveys explain why consumers act a certain way or what they think/feel, while passive metering can track a user’s actual behavior on mobile or desktop devices. By combining the two approaches, Verto provides brands with a complete picture of how consumers’ opinions and decisions correlate with their actual behavior.

On the day of President Trump’s inauguration, investors registered little change or mixed results for media companies. Dow Jones’ U.S. Broadcasting & Entertainment Index was 0.7-percent higher to 1,241.53, with Dow Jones’ Media Index up 0.6 percent to 835.12. The biggest loser on the day was Dish Network, down 2.5 percent to $60.14; TV station group Tribune Media gave back 1.4 percent to $28.49; and Twitter – one of Trump’s favorite media tools – slipped 1.2 percent to $16.59.

DirecTV reports that its DirecTV Now streaming gained 200,000 subscribers in its first month, despite reports of subscriber complaints about various facets of the new service.

Dentsu settles with the family of an employee, Matsuri Takahashi, whose suicide in late 2015 was attributed to so-called “overwork” at the agency. Dentsu pledged to contact the family every December to give a progress report on the implementation of workplace reform measures it has committed to in a bid to avoid undue stress on employees.

Amazon brings “Dash Buttons” – originally designed to exist in the real world – online, where most of its dollars are made. Amazon.com visitors are already being offered virtual brand-specific buttons based on their purchase patterns. While the tech giant has not detailed Dash’s success in financial terms, the program was recently expanded to include additional brand partners and overseas markets.


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