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Response This Week June 5, 2013

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5 Jun, 2013

DIGITAL EDITION

Response Magazine May 2013

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INDUSTRY NEWS
Survey: Marketers Need to Improve Digital Content 
PALO ALTO, Calif. – A new study by the Chief Marketing Officer (CMO) Council says marketers need better customer-centric themes, stronger content origination, more effective delivery networks and measurable content performance tracking systems.
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DMA: Lawsuits Threatening Data-Driven Marketing 
WASHINGTON – The Direct Marketing Association (DMA) filed an amicus (“friend of the court”) brief last week, and the U.S. Court of Appeals for the Seventh Circuit accepted it. The brief relates to Harris v. comScore Inc., a class-action suit pending in federal court.
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Mobile, Social See Biggest Digital Ad Spend Bumps; Direct Response Rises 
NEW YORK – Nearly two-thirds of the 20 major U.S. brands surveyed by the Association of National Advertisers (ANA) in March said they were increasing their investments in mobile advertising, the highest percentage of marketers upping investments in any channel studied. Only 10 percent plan to decrease mobile spending.
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CBS Now Owns TV Guide Digital 
NEW YORK – CBS Corp. is now the full owner of TV Guide Digital, including TVGuide.com and all TV Guide Mobile apps. CBS was reportedly drawn to data showing that most of TVGuide.com’s audience – as well as that of its apps – are under age 35.
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Dish Debuts Social App, Pushes Viewers to Hopper 
ENGLEWOOD, Colo. – Dish Network has started a social media app connected to its Hopper DVR unit that lets viewers watch TV shows and follow social media posts on the same screen.
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NEWS CORNER

More than half of teens are willing to share their E-mail addresses with social networking sites, according to a recent study by Pew Research Center's Internet & American Life Project. For the report, Pew interviewed 802 people between 12 and 18 years old about their digital habits in phone calls during the summer of 2012, and found that 53 percent of teens were willing to share their E-mail addresses with social networks. This is up from 29 percent in 2006.

Almost 60 percent of small businesses are trying to grow their E-mail lists "at all times," according to a new report from Constant Contact, which surveyed more than 700 small businesses and nonprofits. Why are they growing their lists? Nearly half said repeat business was the primary reason, while 39 percent said customer relationship building was their main incentive, and 12 percent said that engaging customers for referrals was the main reason for list building.

From Aug. 1 to Sept. 30, product marketers will receive 5 percent off delivery of trial-sized samples. Earlier this year, the U.S. Postal Service (USPS) introduced a program called Simple Samples that offered flat-rate pricing, volume discounts and eliminated the need for outer packaging. Now, convinced that CPG marketers are making a bad bet by scaling down sampling programs, the USPS's new products marketers are cutting rates in an attempt to get them back into the game.

The percentage of shoppers finding an E-commerce site in 2012 via a search engine increased for all types of merchants tracked in the 2013 Internet Retailer Top 500 Guide. An average of 35 percent of visits to the E-commerce sites of catalog and call center retailers came from search engines, up from 29 percent in 2011. Consumer brand manufacturers averaged 35 percent in 2012, up from 28 percent in 2011. Retail chains averaged 38 percent in 2012, compared with 31 percent in 2011. Web-only retailers averaged 36 percent, an increase from 30 percent in 2011.>

The 2013 Internet Retailer Top 500 Guide also reveals that retail chains have made the most social media-derived sales from Pinterest. They have a combined total of 10.3 million followers on Pinterest. Catalogers, in comparison, claim 7.6 million followers. For Web-only retailers, the number of followers drops to 2.8 million and for consumer brand manufacturers, the number of fans totals 300,000.

The mobile gaming audience is growing rapidly, especially on smartphones. As more play games on mobile, revenues from downloads, in-game purchases and in-game ads are also rising fast, and set to reach nearly $1.8 billion this year.

Mobile campaigns for quick-serve and casual dining restaurants are all about driving foot traffic. That makes having a location component more likely for companies like Burger King, McDonald's, Olive Garden and Caribou Coffee. A new report says that 70 percent of QSR/casual campaigns involve some type of location targeting.

The typical smartphone user spends 58 minutes on the device every day, engaging in a wide variety of mobile activities, according to a survey from marketing firm Experian Marketing Services. Users spend 26 percent of that time talking on the phone, 20 percent texting, 16 percent social networking, 14 percent visiting websites, 9 percent reading and sending E-mails, 8 percent playing games and 9 percent doing other activities. The total exceeds 100 percent due to rounding.

According to survey results from Ask Your Target Market (AYTM), just 11 percent of Twitter users think that Twitter ads (such as Promoted Tweets) are very effective. About 45 percent said they think Twitter ads can be somewhat effective. More than 30 percent said they don’t think Twitter ads are very effective, and 12 percent said that Twitter ads are not effective at all. Of those who watch videos on Twitter, 20 percent think Twitter ads are very effective, and 61 percent think they can be somewhat effective.

Women continue to lead over men on most social networks, according to a March survey of 2,500 adult U.S. Internet users from advertising network Burst Media. Facebook remains the leading social network by a wide margin, and females were 6 percentage points more likely than male internet users to have an account on the site.

A large majority of corporate executives – 89 percent – say they have a personal social media account, and 76 percent think it's good for CEOs (meaning, their bosses) to publicly use social media, according to a new survey of 630 executives from companies with revenues of $500 million or more conducted by Weber Shandwick and KRC Research, titled "The Social CEO."

eMarketer predicts smartphone usage in the coming years will see “a domino effect” around the world as smartphones become the norm in more places. The worldwide smartphone penetration rate among mobile users will remain just under one-third in 2013, eMarketer expects, and will approach the halfway point by 2017.

UPCOMING DR EVENTS

COMING UP:

4th Annual DRMA Summer Bash
July 25, 2013 | Irvine, CA
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Internet Retailer Conference & Exhibition
June 4-7, 2013 | Chicago, IL
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Integrated Marketing Week
June 10-13, 2013 | New York, NY
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Cable Show 2013
June 10-13, 2013 | Washington, DC
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JOB BOARD

Check out all of the new postings on Response's Job Board!
A niche job board for those with careers in all aspects of the direct response industry. Here are the featured jobs of the week:

Position: Assistant Director, Parent Philanthropy & Engagement - University of California, Berkeley
Location: Berkeley, Calif.
Posted: 5/17/13
View/Apply

Position: Marketing Manager - Saint-Gobain ADFORS
Location: Grand Island, N.Y.
Posted: 5/13/13
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Position: Communications Manager - ITT Exelis
Location: Clifton, N.J.
Posted: 5/3/13
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