Multi-Channel Direct Marketing The Growth of Search as a Response Channel

Things Have Changed • Key take-aways • Awareness of trends • Watch-outs in light of trends • Tips to improve ROI Why am I qualified to talk about this?

SendTec A new breed of ad agency…cross channel… tech 60% online channel marketing… Search 40% offline channel marketing… DRTV SearchFactz technology iFactz technology Fastest growing search agency in the US

The Big Shift How Consumers Respond

The Big Shift How Consumers Respond

The Big Shift How Consumers Respond

The Big Shift How Consumers Respond

The Big Shift How Consumers Respond to Offline DR

The Proof is in the Numbers A Case Study SEM CTA down 28% Second Largest Online Auction Site

Who Should Care DRTV advertisers DR Radio advertisers DR Outdoor advertisers DR Print advertisers Direct Mail advertisers

Consequences of Not Acting • Confuse consumers • Lose response • Unable to optimize media buys • Double paying for responses

Bed Bath & Beyond sells a wide range of products online…

…but has no visibility in SEO or SEM

Zappos prominent for both SEO/SEM …where is Payless?

Double Paying for Response?

Vonage Is Competing Just To Show Up on Google

No affiliates bidding on brand name! Advertiser Without Affiliate Issues JC Penney keeps affiliates from bidding on brand terms No affiliates bidding on brand name!

Bidding on Competitive Brand GM bidding on “Ford”

Offline, Search, Site All Consistent Lunesta does a good job of controlling the marketing message

Advertiser Not Consistent Build Direct search price different than on web site

Advertiser Not Bidding on Competitor’s Brand MSN and Yahoo don’t allow this No bids on brand

Advertiser Doing Search Well Ionic Breeze has SEO/SEM visibility…

Advertiser Doing Search Well …plus consistent offer on web site

Advertiser Doing SEO but not SEM Trek losing business to competition using SEM

Advertiser Using Search Creatively GM encourages consumers to “Google Pontiac”…

Advertiser Using Search Creatively …but was it a good idea? Risks No control over what consumer does after going to Google Mazda was there with strong comparison ad vs. Pontiac Regional campaign probably did not help dealers Smart SEO/SEM campaign would have generated better results Rewards Tremendous amount of publicity Increase in traffic to site Using “Google” adds credibility among target audience

What Should I do Now? • Manage your SEO position, message and landing page • Manage your SEM position, message and landing page • Use tools or methods to track response & optimize media buys factoring in the response to search • Explore video search • Determine how best to manage search

Managing the Search Channel The Opportunity Cost is High Build capability in house Talent Shortage Technology Ramp up time Cost Outsource to agency Immediate Capabilities Buy an SEM agency Slim pickings

Thank You! Questions?