Electronic Retailer - October 2011 - 57

DR Marketers Tackle New Technology
and Trends to Target Consumers
BY SARAH SAIN
The U.S. and world economies may be experiencing
uncertainty, but direct response marketers and
advertisers have reason to be optimistic in 2011.
The Direct Marketing Association (DMA) saw
key improvements for the fi rst and second quarters
of 2011, including moderate
growth in spending, sales and profits.
In 2010, marketers spend $153.3
billion on direct marketing, which
accounted for 54.2 percent of all ad
expenditures in the United States.
According to DMA, these advertising
expenditures generated approximately
$1.8 trillion in incremental
sales last year.
Part of this growth could be at-
tributed to new technology, which
continues to allow direct response
marketers to reach consumers in
new and interactive ways.
Social media sites, such as Face-
book, Twitter and now Google+,
as well as 3G smartphones, tablets
and digital video recorders (DVRs)
are fragmenting audiences, while at
the same time allowing marketers to
precision target consumers according
to their wants and needs.
Online Takes Center Stage
As consumers have turned toward
the internet to learn about and buy
new products, direct response marketers
have answered the call with
everything from streaming video to
landing web pages that make online
ordering easier.
Digital advertising may have fallen
slightly during the recession, but it is
Direct Response Marketing Guide 2011 | electronicRETAILER
3
coming back strong, with solid growth expected
over the next few years, according to eMarketer.
A report by the internet research fi rm estimates
online ad spending should reach $28.5 billion in
2011 and surpass $44 billion in 2015.

Electronic Retailer - October 2011

Table of Contents for the Digital Edition of Electronic Retailer - October 2011

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
The Perfect Hybrid?
Radio: The Wave of the Future
How to End Upsell Cynicism
Guest Viewpoint
DRTV
Legal
Creative
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - October 2011 - cover1
Electronic Retailer - October 2011 - cover2
Electronic Retailer - October 2011 - 3
Electronic Retailer - October 2011 - 4
Electronic Retailer - October 2011 - 5
Electronic Retailer - October 2011 - 6
Electronic Retailer - October 2011 - Calendar of Events
Electronic Retailer - October 2011 - Your Association, Your Bottom Line
Electronic Retailer - October 2011 - Industry Reports
Electronic Retailer - October 2011 - 10
Electronic Retailer - October 2011 - 11
Electronic Retailer - October 2011 - 12
Electronic Retailer - October 2011 - 13
Electronic Retailer - October 2011 - FTC Forum
Electronic Retailer - October 2011 - eMarketer Research
Electronic Retailer - October 2011 - 16
Electronic Retailer - October 2011 - IMS Retail Rankings
Electronic Retailer - October 2011 - 18
Electronic Retailer - October 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - October 2011 - 20
Electronic Retailer - October 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - October 2011 - 22
Electronic Retailer - October 2011 - 23
Electronic Retailer - October 2011 - Ask the Expert
Electronic Retailer - October 2011 - 25
Electronic Retailer - October 2011 - The Perfect Hybrid?
Electronic Retailer - October 2011 - 27
Electronic Retailer - October 2011 - 28
Electronic Retailer - October 2011 - 29
Electronic Retailer - October 2011 - Radio: The Wave of the Future
Electronic Retailer - October 2011 - 31
Electronic Retailer - October 2011 - 32
Electronic Retailer - October 2011 - 33
Electronic Retailer - October 2011 - How to End Upsell Cynicism
Electronic Retailer - October 2011 - 35
Electronic Retailer - October 2011 - 36
Electronic Retailer - October 2011 - Guest Viewpoint
Electronic Retailer - October 2011 - 38
Electronic Retailer - October 2011 - DRTV
Electronic Retailer - October 2011 - Legal
Electronic Retailer - October 2011 - 41
Electronic Retailer - October 2011 - Creative
Electronic Retailer - October 2011 - Member Spotlight
Electronic Retailer - October 2011 - 44
Electronic Retailer - October 2011 - 45
Electronic Retailer - October 2011 - Advertiser Spotlight
Electronic Retailer - October 2011 - Advertiser Index
Electronic Retailer - October 2011 - Classifieds
Electronic Retailer - October 2011 - 49
Electronic Retailer - October 2011 - Rick Petry
Electronic Retailer - October 2011 - cover3
Electronic Retailer - October 2011 - cover4
Electronic Retailer - October 2011 - outsert1
Electronic Retailer - October 2011 - outsert2
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