Some say that ERA appears to have abandoned its original DRTV members in favor of online technologies and advancements. I want to say without any qualms that ERA has not abandoned the DRTV segment of the membership at all. Indeed, DRTV is alive and well at ERA and the association’s commitment to it is demonstrated in many of its offerings, from education and research to the self-regulatory program, and to government affairs advocacy.
At the Annual Convention last September, the Opening Session was dedicated to three celebrities who use television to sell their products primarily through infomercials, as well as interviews with the CEOs of HSN and ShopNBC, both live television shopping channels. In the third quarter of the year, ERA commissioned a research study on The Evolving Role of Direct Response Television in Multichannel Marketing Execution. The research demonstrated that DRTV continues to grow as a marketing medium, but concludes that it has evolved into a driver of multichannel marketing. More significant, in order to make DRTV profitable on the front end, while also driving a multichannel marketing strategy, it shows that DRTV marketers are accelerating their adoption and customization of emerging technologies, especially in the interactive sphere. (more…)
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