It’s no secret that the advertising industry has been experiencing significant changes, thanks to the Internet. As the buying behaviors of consumers change, it is important that agencies change their approach as well. In fact, the Internet is rapidly becoming an integral part of every campaign agencies present to their clients.
Contrary to popular belief, the web also plays an integral role in DRTV campaigns. DRTV isn’t just about getting an insomniac consumer to pick up the phone at 2:00 AM to order a industrial juicer or a vacuum that can pick up a bowling ball. When it comes to the back-end of DRTV campaigns, the web is increasingly becoming the most popular response mechanism. Paul Soltoff explains the relationship between DRTV and web in a recent DM News article.