• by Gavin O'Malley , Staff Writer @mp_gavin, October 21, 2014

For better consumer engagement, direct marketers would be wise to, um, slow their roll. As part of a broader site redesign, for example, Cancer Treatment Centers of America stopped insisting that every visitor contact them immediately. Instead, the private, for-profit treatment provider encouraged visitors to stay in touch, and contact them when they're ready, according to Dana Demas, Manager of Engagement Content at the CTCA. The point is engaging consumers “on their own terms,” Demas told attendees of OMMA Chicago, on Tuesday. According to Demas, the approach has achieved low bounce rates, along with higher site traffic and engagement levels. We’re “keeping people engaged for longer” she said.