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Direct Response Marketing

Editor's Note: A Deep Breath, a Glance Back and a (Mobile) Push Forward

1 Jan, 2011 By: Thomas Haire Response

January is a time to exhale, a time to start fresh, a time for a final look back before forging ahead.

In Response, that means it’s a time for our annual sports-and-fitness focus, which includes an in-depth look at one of the industry’s longest-term successes: Total Gym. And, speaking of long term, it’s also time for our esteemed Editorial Advisory Board to take a look back at the direct response industry’s first quarter-century.

But, you can’t forget to forge ahead — and in 2011, that means including mobile, social and retail plans as part of your direct response efforts. To that end, we are happy to kick off our editorial focus on those areas for the year with an intriguing look at how smartphones are starting to have an effect on DR consumers.

And what an effect that is starting to be, especially looking at the just-passed holiday season. For instance, reported on Dec. 13 that the total sales dollar value for merchandise sold through eBay’s mobile application and site grew by 127 percent to $5 million in the U.S. and 165 percent globally to $13 million on Sunday, Dec. 12 from the same Sunday in 2009. The story also reported that more than 13 million users have downloaded eBay’s primary iPhone app, while its full suite of apps has accounted for more than 30 million downloads.

Then on Dec. 17, the New York Times reported, “Shopping on cellphones and portable tablet computers like iPads accounted for about 5 percent of online sales in November, while last year mobile shopping sales were too insignificant to measure, according to Coremetrics, an E-commerce measurement service owned by IBM. Many more shoppers are using their phones to research items and compare prices before making purchases offline or on computers.”

Unquestionably, mobile sales of consumer goods are growing exponentially — and will continue to do so as the medium matures. But how do direct response marketers maximize their opportunities in the space? And how do traditional marketers capitalize on a sales outlet that is about as direct response-oriented as any that’s come along in the past 30 years?

Those questions are ones we will spend this year answering for our readers. We’ll also consider those same questions in both the retail and social media spaces, with more than 10 feature stories scheduled to cover these three areas, as well as regular news updates and cover stories on campaigns inclusive of retail, social and mobile aspects. To access Response’s 2011 Editorial Calendar, visit, click on Advertise on the top toolbar and scroll down to Editorial Calendar to download a PDF.

Welcome to 2011. May it hold nothing but success for you, no matter the medium!

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