As a long time DRTV and direct to consumer marketing specialist, I have been intrigued by the fact that Facebook has not beenmore of a direct marketer’s dream vehicle, with a searchable, captivating audience of over 1 billion people. Having launched several ad campaigns on facebook, I found the organization to be frustrating, uneducated as far as direct to consumer marketing and advertising, and more about driving “likes” than driving sales.
In fact, my own experience was that the automated service far outpaced the humans at Facebook. I was perplexed at how an organization this large had no staff that had even a vague understanding of direct marketing.
Well, that may in fact be changing with some of the recent additions to Facebook. While I have found Facebook of late to be less than stellar, personally, I am beginning to believe that it is evolving into a more rational place for direct to consumer advertisers.
It is stated far better than I could in the article below:
In 1990, I was working in the world of Madison Avenue, but I discovered a strange medium which was later called infomercials. I loved the immediacy, the strangeness, the huge power it seemed to had. I also had to hide this love from the Madison Avenue types that were my bread and butter of that time. They made fun of me, bullied me and all but thought I was either crazy (which I am), or a visionary (which some may have believed). Then, in 1996, I discovered an even weirder phenomena, which was then called “interactive”. You could actually put things into the universe. And you could use something called email. I remember my whole company shared one email address and one person checked it. It was scarey and fun. I created a very unique gift site, run by a character that I created. And I charged people to advertise there, and some actually paid. Everyone really thought I lost my mind and my new infomercial clients thought that I was off on a really strange tangent. I was not one of the fortunate dotcommers that got a payout for an idea. I kept slogging along and wondering about the future.
So here I am today. An infomercial and DRTV producer, marketer, strategist. I am again obsessed by the next oddity: social media and what I believe to be its impending direct to consumer power to sell products and services. I still believe in DRTV with all my heart, but I also believe that we, as DRTV professionals, should be the ones to lead the way into social direct to consumer selling. We, not the brand folks, understand ROI, accountability and immediacy and that is what the future of social holds.
Read below some astounding numbers from a recent Inc Magazine article and let’s together start to monitize this genre and own it!
I am all for protecting the consumer, but for DRTV advertisers, and more and more main stream advertisers, the overarching and draconian over-regulation that we have experienced for the past several years at the hands of the current FTC Chairman has rendered many legitimate advertisers unable to say what their products or services do without risk of regulatory action.
I recently read that FTC Chairman, Jon Leibowitz, is planning to step down before the end of the year. Of course there is still time for him to file his suit against Google, fine more marketers for their claims, and in general ride ripshod over decent folks who are attempting to promote their products and services to the American people.
I understand that there needs to be some federal oversight and consumer protection, but this FTC has proven to be an overly punitive one. Is it coincidence that upon this Chairman’s appointment by President Obama in March of 2009, there has been a greater exodus of marketers from the DRTV space?
One can only hope that whoever gets elected in November will offer up an FTC Chairman who is not an enemy of business. If Thomas Jefferson or Thomas Edison were inventors today, few of their products would ever have seen the light of day because they would not have been allowed to say or show what their inventions did or how they could help every day lives. It is really a shame that the government seems to blockade innovation at every turn. Entrepreneurs and inventors are and have been the lifeblood of America. But small business does not have the deep pockets of pharma companies to fight against FTC actions so it’s likely that many products that could really help people never launch due to fear and lack of funds.
I stand and applaud product creators who have the vision, creativity and courage to bring their products to market despite this terrible climate of the past few years. It is a frightening and lonely ride for many of these folks.
So, Mr. Leibowitz, I was very happy to read that you are stepping down. I just wish you had done so much sooner. Maybe now we can experience a better and healthier atmosphere because goodness knows we need it.
Watching the Olympics has been inspiring in so many ways. As I read all the posts of how the DRTV business is in trouble and in need of solutions,
I also see a large group of passionate and obsessive entrepreneurs who are smart, gifted and maybe a bit afraid. I thought it appropriate to share this article from Inc. Magazine and perhaps give us all some much needed inspiration. Whether we agree or disagree, we all have the spirit that drives us and we will all figure it out. Enjoy!
DRTV people: listen up. Remember when retail and DRTV where bitter enemies? Now they are friends. Do not believe that social media is the enemy of DRTV. One can help the other. As a self confessed twitaholic, I may be biased, but I do believe in Twitter as a wonderful, effective and immediate source of information that can help all of our businesses in these difficult times. Below is an article from one of my favorite bloggers, Jeff Bullas, who speaks in simple terms about the virtues of Twitter. Enjoy!
DRTV marketers. Don’t forget the buying power of Hispanics in your outreach. Also, for direct to consumer marketing, more and more outreach needs to embrace mobile marketing. Hispanics lead the way as adaptors in mobile and smart phone use, especially regarding buying.
Read the interesting stats below regarding this topic.
Some DRTV and Infomercial marketers seem to be afraid to embrace new media and new technology as if it is the enemy and as if it competes with their TV revenue. NOT! Smart DRTV marketers are understanding that internet video does not compete with TV revenue, it only enhances it. Same with mobile. As more and more consumers shift to going online via smart phones and tablets, they are also increasing their purchasing via smart phones and tablets. I came accross this simple article which outlined steps to take to be sure your site is mobile friendly. So, wait for it……no reason not to get mobile this week, people! Click to read the article below, written by someone much smarter than me! LOL.
Posted by avaseavey 
