A lot of businesses don’t realize that there is a conversation happening online about their firm without them. The fact that negative feedback and comments are published for all to see is both positive and negative for brand marketers. Those who notice and address this quickly paint themselves as alert, conscious companies that truly care.

Today's marketers have more selling opportunities than ever at their fingertips. Now is the time to stop looking at mobile phones and tablets as distractions to your TV commercials and learn how to harness the power of the second screen.

A significant line item on any DRTV commercial’s ledger is celebrity talent. However, celebrity talent is a double-edged sword for marketers and can be downright expensive. If you’re bent on using high-profile talent in your next show, follow these four success tips to get the right person without breaking the bank.

When it comes to consumer engagement, loyalty and trust, brand equity has been sliding downward. But brands with energy have proved the exception to this decline. How do you increase energy? Some brand advertisers are finding the answer to that question in DRTV.

While the Hispanic market may be new and mysterious to some, there are organizations that do Hispanic marketing in the U.S. very well; look at the companies that are already successful at cross-cultural marketing and borrow a few pages from their playbooks. Follow their leads by making a commitment to this growing market, recognizing its value, and making it a factor in your company’s overall success.

DRTV marketers looking to gain a market presence across multiple screens should learn how to effectively leverage their messages across all mediums while maintaining standardized branding and pricing approaches.

Done right, short-form DRTV is an extremely effective way to leverage existing advertising investments while also generating sales via TV, web, retail and through other channels.