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

2. 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?

3. 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

4. The Big Shift How Consumers Respond

5. The Big Shift How Consumers Respond

6. The Big Shift How Consumers Respond

7. The Big Shift How Consumers Respond

8. The Big Shift How Consumers Respond to Offline DR

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

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

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

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

13. …but has no visibility in SEO or SEM

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

15. Double Paying for Response?

16. Vonage Is Competing Just To Show Up on Google

17. 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!

18. Bidding on Competitive Brand GM bidding on “Ford”

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

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

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

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

23. Advertiser Doing Search Well …plus consistent offer on web site

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

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

26. 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

27. 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

28. 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

29. Thank You!
Questions?