Direct marketing services company SendTec has released a white paper entitled The Effect of DRTV advertising on Search Engine Marketing" that provides the results of a controlled study on this phenomenon. The top-level findings highlight the fact that DRTV advertising has an enormous impact on branded search engine query requests, as well as pointing out that there are a number of issues involving allocation of sales and expenses for both mediums. The white paper concludes that every direct response marketer should have a corresponding SEM campaign that supports its efforts and captures online orders triggered through search engines.
St. Petersburg, FL (PRWEB) June 29, 2005 -- Direct marketing services company SendTec has released a white paper entitled The Effect of DRTV advertising on Search Engine Marketing" that provides the results of a controlled study on this phenomenon. Based on the level of keyword searches of top DRTV marketers, DRTV driven search is a little-known but very critical relationship that marketers should not ignore.
The top-level findings highlight the fact that DRTV advertising has an enormous impact on branded search engine query request, as well as pointing out that there are a number of issues involving allocation of sales and expenses for both mediums. Failure to understand the effect of DRTV on search and allocating properly can result in search performance metrics appearing better than they actually are; and DRTV performance metrics fairing worse than they actually are.
Author of the white paper, Tim Daly, SendTecs Director of Marketing and Strategy, says We positively determined that search is indeed a significant channel for DRTV marketers; that DRTV has a stronger than anticipated effect on brand recognition, that DRTV-driven search must be allocated correctly; and that DRTV marketers need to be cognizant of its re-sellers and affiliates inflating bid prices on branded terms"
The study had three major objectives. First, to validate the influence that DRTV has on search engine usage by its viewers; Second, to confirm the branding component that DRTV can offer its advertisers; and third, to document conversion activities of those whom respond to a paid search listing resulting from the airing of a DRTV spot.
We found," adds SendTec Chief Executive Officer Paul Soltoff, that DRTV advertisers may be spending as much as $50,000 per month on paid search clicks that can be directly attributed to DRTV, and if those firms are not accounting for sales and expenses resulting from those DRTV-driven clicks, they are not getting a true picture, and consequently may be making media buying and search placement decisions based on erroneous data."
One of SendTecs clients that sells a telephony service was used for the study. Given the facts that the client had not previously used broadcast advertising and its online marketing efforts were relatively consistent on a monthly basis, they were an ideal test case study. By carefully collecting data and charting daily searches as they related to specific DRTV spots, SendTec was able to calculate some very significant trends.
We found that daily search impressions increased by 1230% during the course of the DRTV campaign, . More interesting was the finding that the click rate increased by 58%; and total clicks increased by 2006%. This was accomplished by providing a cohesive multi-channel marketing message" says Daly. He concludes, Search-driven responses represented approximately 36.6% of all responses, and 49.9% of all web-driven responses to this campaign."
The white paper concludes that every direct response marketer should have a corresponding SEM campaign that supports its efforts and captures online orders triggered through search engines. Significant emphasis should be placed on paid search engine listings to ensure visibility. The most important step for DRTV marketers to take is to forge close working relationships between their media buyers and their SEM search teams, whether it is being done in-house or is outsourced. Marketers must establish a set of rules for budget and conversion allocation and monitor search spike patterns that can logically be attributed to TV. If implemented effectively, marketers will wind up with a much better understanding of what is really happening in the marketplace, and help allocate conversion actions back to the original media dollars that were spent to illicit the response.
The white paper can be obtained for free at: http://sem.sendtec.com.
About SendTec
SendTec is a full service direct marketing company specializing in Internet customer acquisition and DRTV advertising. We have the skill sets and seasoned marketing professionals to drive ROI-centric, scalable results. Were a new bread of agency, technology enabled and 100% accountable to achieving objectives. We have extensive multi-disciplinary skills in-house to help clients acquire, retain and build profitable, long-term relationships with their customers. To over 100 national clients, SendTec provides comprehensive Internet Advertising and DRTV Services including performance-based Internet media and DRTV media buying. We have a full suite of Internet and DR tracking systems including the only Patent-pending DRTV to Internet tracking service. SendTec, Inc. is a subsidiary of theglobe.com inc.
Safe Harbor
This press release may include forward-looking statements related to theglobe.com, Inc. and SendTec, Inc. that involve risks and uncertainties, including, but not limited to, risks and uncertainties relating to integration of newly acquired businesses and assets, product delivery, product launch dates, the Internet, development and protection of technology, the management of growth, our ability to compete successfully against established competitors with greater resources, the uncertainty of future governmental regulation (particularly as it pertains to the Internet ) and other risks. These forward-looking statements are made in reliance on the "Safe Harbor" provisions of the Private Securities Litigation Reform Act of 1995. For further information about these and other factors that could affect theglobe.com's future results and business plans, please see the Company's filings with the Securities and Exchange Commission, including in particular our Registration Statement, as amended, on Form SB-2 and our Annual Report on Form 10-KSB for the year ended December 31, 2004. Copies of these filings are available online at http://www.sec.gov. Prospective investors are cautioned that forward-looking statements are not guarantees of performance. Actual results may differ materially and adversely from management expectations.
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