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Interactive marketing growing up?

For all those who keep waiting for Internet marketing to replace TV, there was an interesting story in eMarketer today that shows how insurance companies are using both TV and search as a one-two punch. eMarketer reported the results of several research firms and adds its own (correct) conclusions.


This fits entirely with what I hear from companies I speak with. Different industries will find their own marketing mixes—TV might not be part of every marketer’s toolbox or it might be decreasing rather than expanding. But more and more, marketers are measuring response and tailoring their marketing mix to match.
Insurers, according to the eMarketer report, find that TV galvanizes people to take action by either directly entering a Web site address or performing a search. Because insurance is an information-intensive sale, it makes sense that people would want to explore Web information before dialing up an insurance salesman on the phone.
Interactive marketing doesn’t mean the end of TV advertising. It means that marketers have a new choice for where to spend their money. Companies using multiple media channels must carefully allocate their responses to learn their optimal marketing mix.
Some companies are using matchback tools that employ formulas to correctly allocate credit, but even then, there are some that find that matchback tools must be carefully configured to ensure that they provide results across channels to really help your brand.
Others employ simple mechanisms that are effective. For example, E-LOAN credits sales made for searches for their brand name to TV, but sales made for more generic search terms to its search marketing campaign. Similarly, you must correctly credit sales to the most important marketing trigger to calibrate the right investment in each medium.
Video may have killed the radio star, but TV advertising didn’t kill radio or print advertising. The Internet won’t kill any of it either. Interactive marketing gives us one more choice for our marketing budget that we must use in concert with other marketing to achieve maximum effect.

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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