In its whitepaper “The Effects of DRTV on Search Engine Marketing,” multichannel-marketing company SendTec (www.sendtec.com) examines “the enormous impact DRTV has on search engine marketing, both on organic and on paid search listings, and how it can easily throw off the allocation of expenses and sales to both channels.”
The key takeaways from the paper include that:
* Search is a significant channel for DRTV response;
* 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 already is being driven by your DRTV activities; and
* DRTV has a strong, yet secondary, effect of branding.
You can receive the entire report in PDF format for free by going to sem.sendtec.com. Registration required.