Nancy Arnold, Executive Vice President of Marketing at Diray Media, recently sat down for a quick Q&A session to reflect on the past, present and future of media buying and direct response marketing as part of Diray’s 30th anniversary blog series.
Looking back over the past 30 years, what changes in the marketplace have had the biggest impact on the way Diray serves its clients?
Diray’s been in business since 1987, so it goes without saying that the biggest change over the past 30 years was the dawn of the internet. It’s shifted the landscape of media buying and direct response marketing, bringing with it many challenges and opportunities for our clients and the industry.
Today, we create integrated marketing strategies that include not only TV, but online, social and mobile channels. With all media outlets working together, we help our clients target their customers in the right place and at the right time, with a message that generates a response.
What differentiates Diray from others in the industry?
From the Snuggie® Blanket brand to Flex Seal® and Copper Fit®, our results-driven media buys have helped create many household names and pop culture staples over the years. Because of our solid reputation, we have developed strong long-standing relationships with media network executives, marketers, producers and key vendors. Those relationships, together with our integrated approach, is what drives maximum ROI for our clients. That’s what sets us apart from the competition.
What trends do you see influencing the future of media buying and direct response marketing?
As technology advances, so will the ways in which we can extend our clients’ reach. Trends in analytics will also help us as we strive to provide real-time insight so our clients can scale their production and distribution strategies effectively.
Diray recognized more than four years ago that we needed to adapt to the future of content viewing, and that traditional TV was changing as well. To adapt to these trends, we’ve brought in experienced individuals and created an in-house digital team. Our clients will continue to benefit from our digital intelligence, just as they have from our 30 years of linear data. With a combination of human experience and artificial intelligence, we will continue to lead our clients with integrated campaigns and detailed insights that maximize their success.
In the end, it’s not only about understanding what the trends are, but integrating them into a holistic campaign to maximize success. That is what we have done for 30 years—and what we will continue to do for the next 30.
During our 30th anniversary year, Diray will feature blogs that look at where we have been, where we are, and where we think the industry is going.