Marketing the future of the telephone: CMO Dean Harris says Vonage's online strategy has been the key to growing from 3,000 to 300,000 customers in just two years. But the booming broadband telephone service has had great success using DR in all media--from TV to radio to the Internet.(Chief Marketing Officer)(Cover Story)

Response, December, 2004 by Haire, Thomas

"Direct response has to learn to adapt to new media, and online is the perfect DR scenario," says Dean Harris, chief marketing officer for Vonage Holdings Corp., the Edison, N.J.-based parent of Vonage, the leading provider of VoIP (Voice over Internet Protocol), or broadband-based, telephone service. "Audiences and ad dollars are going online more than ever. There are people who have done a lot of work in DRTV who have seen the growth and have an interest in things like the streaming sector online. But few have adapted their creative to fit those needs. You just can't slap your TV spot on the Web and hope it works."

Harris and the team at Vonage know this from experience. The company, founded by chairman and CEO Jeffrey Citron in 2001, uses its technology and...

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