Content as featured in the Net Gains section of Response Magazine.
Article
Net Gains: Is Your Online Shopping Cart Killing a Great DRTV Program? 1 Feb, 2012
I saw a very compelling DRTV commercial last week. I went online to order it. I was so confused by the shopping cart, and bothered by how long it took to get through it, that I abandoned it and threw up my hands in frustration — and I’m a tech-savvy, experienced Web user.More>>
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Article
Net Gains: Sweepstakes Marketing a Winner for Brands and Consumers Alike 1 Apr, 2011
Chances are every time you log on to check your E-mail or visit your Facebook page, you’re hit with it — “A Chance to Win!” Be it an iPad, an HDTV or even a million bucks, you just can’t avoid the barrage of sweepstakes and contests out there today. But while they may be an inconvenience...More>>
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Article
Net Gains: Are DRTV Advertisers Paying for Consumers Who Go to Their Competitors’ Web Sites? 1 Dec, 2010
What if I told you that up to 70 percent of DRTV dollars are resulting in consumers going to competing Web sites? Would you believe it? Probably not, but that’s exactly what’s happening, and the solution is very simple and cost effective — yet complex to execute correctly.More>>
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Article
Net Gains: The Myths and Realities of CPC vs. CPA in Affiliate Marketing 20 Nov, 2010
To be successful, affiliate marketers need a comprehensive understanding of the myths and realities associated with both model types — cost-per-action (CPA) and cost-per-click (CPC). Both have unique benefits and drawbacks, so trying to compare the results of one method versus the other isn’t...More>>
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Article
Net Gains: Vanity Tracking: DRTV Gains Accountability 18 Oct, 2010
Wikipedia tells us that the word “vanity” means an excessive belief in one’s own abilities or attractiveness to others. So that must mean the term “vanity tracking” describes People magazine, TMZ and Entertainment Weekly, right?More>>
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Article
Net Gains: Using a Hispanic Market Strategy to Increase U.S. Web Sales. 17 Sep, 2010
In the U.S. direct response industry marketplace, we talk about a variety of tactics to increase sales: upsell, cross-sell and continuity programs are among the most common methods used to increase average order value (AOV), improve media efficiency ratio (MER), and enhance lifetime customer value...More>>
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Article
Net Gains: Measuring Social Media 11 Jul, 2010
Face it: Whether or not you need it, think you need it or even quite understand what it means, social media is everywhere and has quickly evolved into a vital marketing tool. It’s become the communications channel of choice for many, and because of its broad appeal, users of the medium have...More>>
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Article
Would You Cancel a Profitable DRTV Infomercial or Spot? 7 May, 2010
Sound like a crazy question? Yes, but that’s exactly what can happen to DRTV media planners who are not aware of what’s happening on their clients’ Web sites and in their search programs.More>>
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Article
Net Gains: The Art of the Tweet: Capturing Leads and Sales in 140 Characters or Less 9 Apr, 2010
Twitter, the popular social networking site where users post 140-character missives about what they are doing at a given moment, sees more than 50 million “tweets” — or user posts — per day. It is no wonder then that both large and small businesses are catching on, and using Twitter to...More>>
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Article
Net Gains: A Sucker Is Born Every Minute 5 Mar, 2010
When I was a kid, my dad gave me a $20 bill to play three-card monte while on a vacation in New York. For those not familiar with the game, you are lured into a sense of false confidence that you can find the queen of hearts while three cards are being thrown around a table (a type of shell game)....More>>
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