Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

5 Ways to Link Search to DRTV Campaigns

November 30, 2011 By Heather Fletcher

Human habits can sure be inconvenient for companies that want to properly attribute sales to marketing efforts. For instance, when consumers watch a direct response television spot and decide to respond via the Web, they may not use that catchy URL. Viewers may, instead, use a search engine to type in the company name, the product or service name, or the most memorable phrase from the commercial.

That's why it's important for marketers to understand the links between DRTV and search and what they can do about them, according to a "green paper" from St. Petersburg, Fla.-based advertising agency Acquirgy, which specializes in customer acquisition. The paper released in October, "The Effect of Direct Response TV on Search Engine Marketing," finds that in most cases, companies experiencing the above DRTV-to-search human habit improperly attribute the resulting sales to search engine marketing.

Edited by Irv Brechner, executive vice president of corporate communications, the paper further finds:

  • Among those who respond to DRTV online, 15 percent to 30 percent do so through search engines rather than provided URLs;
  • Paid search is a faster way to ensure consumers find search engine results for what they seek immediately after the DRTV spot, rather than waiting for organic search to take hold for those specific searches; and
  • DRTV has a demonstrable effect on SEM. In a case study mentioned in the paper, a telephony business saw daily search impressions increase by 1,230 percent and "search-driven responses" represent 36.6 percent of campaign responses and 49.9 percent of Web-driven responses.
Key actions for marketers to take about DRTV-to-SEM include:
  • Have a paid search campaign correspond to the DRTV campaign and ensure the website also reinforces the brand message. Work on the organic search campaign, as well, but realize that it will take longer to catch up;
  • "The most important step for DRTV marketers to take is to forge close working relationships between their media buyers and their SEM search teams"; 
  • "In order to calculate your true cost-per-response, you must factor in DRTV-driven search traffic";
  • "You must be careful not to 'double-pay' for search traffic that is already being driven by your DRTV activities"; and
  • Companies may find that affiliates quickly figure out very effective ways to tie SEM to the DRTV spot for which the marketers paid. It's important to establish "affiliate rules of engagement" just in case.

 

SPONSORED CONTENT

MORE ON COPYWRITING, CREATIVE AND BRAND >>

FROM THE BOOKSTORE

Written by Millennials about Millennials, Cause for Change: Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within Cause for Change: The Why and How of Nonprofit Millennial Engagement

Written by Millennials about Millennials, Cause for Change:
Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within...

ORDER NOW

Reading The Ultimate  Insider’s Guide to Winning Foundation Grants is like peeking at someone’s  secret diary or personal email.  You feel  guilty.  This is privileged information.
Only in this case Martin Teitel WANTS to reveal everything  to you. A
 long-time foundation CEO, he’s fed up with the smoke and mirrors of  
grant seeking. Ultimate Insider's Guide to Winning Foundation Grants

Reading The Ultimate Insider’s Guide to Winning Foundation Grants is like peeking at someone’s secret diary or personal email. You feel guilty. This is privileged information. Only in this case Martin Teitel WANTS to reveal everything to you. A long-time foundation CEO, he’s fed up with the smoke and mirrors of...

ORDER NOW

 

SPONSORED CONTENT

MORE ON SEARCH >>

FROM THE BOOKSTORE

Train Your Board (and Everyone Else) to Raise Money Train Your Board (and Everyone Else) to Raise Money

...

ORDER NOW

Reading The Ultimate  Insider’s Guide to Winning Foundation Grants is like peeking at someone’s  secret diary or personal email.  You feel  guilty.  This is privileged information.
Only in this case Martin Teitel WANTS to reveal everything  to you. A
 long-time foundation CEO, he’s fed up with the smoke and mirrors of  
grant seeking. Ultimate Insider's Guide to Winning Foundation Grants

Reading The Ultimate Insider’s Guide to Winning Foundation Grants is like peeking at someone’s secret diary or personal email. You feel guilty. This is privileged information. Only in this case Martin Teitel WANTS to reveal everything to you. A long-time foundation CEO, he’s fed up with the smoke and mirrors of...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: