Today, search marketing is a critical component of a comprehensive direct response marketing strategy. While it may seem simple enough to incorporate, many marketers are not taking full advantage of this opportunity for their clients.
While the landscape of TV is changing, DRTV is still the biggest driver of search marketing in direct response—and that relationship is critical to understand. While most marketers can accurately track 800-number calls, many are not equipped to accurately track web orders from specific DRTV media placements or effectively monitor sales that are made directly through search engines.
Breaking down the relationship between search and specific networks, dayparts, creatives and offers is key to building an effective search marketing strategy. It’s also critical to understand sales that were made directly through search.
Savvy marketers know that while the impact of DRTV on search is strong, future trends indicate the importance of building out comprehensive search campaigns in and of themselves.
Search tactics, like Product Listing Ads (PLAs), display a photo of a product at the top of the search engine when specific keywords are used. To target the right PLA ads at the right time, online “personas” can be identified and targeted by age, demographic, location, behavior, interests, search terms, browsing history, and more. This tactic is just one way to begin to take better advantage of search marketing, as part of an overall direct response marketing strategy.
At Diray, we offer free search marketing audits for prospects looking to understand the effectiveness of their current strategy. This audit includes a comprehensive review of your existing search campaign and an analysis of what can be done to enhance it.
With search marketing now a necessary component of direct response, it is critical to choose a marketing company who can create an integrated media mix that brings together the power of TV, online, mobile and social working together to maximize online and retail sales.
During our 30th anniversary year, Diray will feature blogs that look at where we have been, where we are, and where we think the industry is going.