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Article: Multichannel marketing fuels DRTV growth: ERA study.(DRTV)(Direct Response Television)(Electronic Retailing Association)
- Article from:
- DM News
- Article date:
- July 30, 2007
- Author:
CopyrightCOPYRIGHT 2007 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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BY ADAPTING interactive media and using direct response television for nontraditional purposes, multichannel marketers are growing the DRTV industry as a marketing medium, according to a new study from the Electronic Retailing Association (ERA) called "The Evolving Role of Direct Response Television in Multichannel Marketing Execution."
The report, conducted by the Winterberry Group, attributes the growth largely to DRTV marketers who are accelerating their adoption and customization of emerging technologies, especially in the interactive sphere of the Web.
"The consumer is in charge--that is the big message here," said Sieglinde Friedman, vice president ...