“Searching For Customer Retention” Offers Leading Thinking for Marketers on How to Increase ROI on Search Efforts
SAN DIEGO--SEMDirector, the leader in search marketing automation software and services, today published a white paper titled “Searching for Customer Retention,” which offers a unique perspective on how to leverage search engine marketing in customer retention efforts. The white paper is meant to help senior level marketing managers in large organizations adopt the best practices in integration of search marketing strategy to overall retention efforts, as well as cross and up-sell programs.
Large advertisers have found that customer retention issues have increased with the ease of Internet research and comparison shopping online – not just with consumer products, but enterprise products too. As a result, marketers are forced to expand the scope of campaigns dedicated to customers’ retention to encompass interactive and search channels.
“Although search engine marketing as an integral component of an overall marketing strategy is still a new concept for most global enterprises, this medium has the potential to be a ‘white hot’ area for generating incremental cross-selling and up-selling opportunities,” said SEMDirector CEO Russ Mann. “The goal of retention-based search marketing is to find ways to identify existing customers as soon as possible from search traffic, so an organization’s existing relationship with those search customers can be used to advantage.”
Most organizations have used search exclusively for customer acquisition. The white paper outlines step-by-step opportunities to transform anonymous and unidentified search customers into registered and identified customers so retention campaigns can take effect.
“Search marketing techniques can be used to collect and gain key insights into customer behavior,” said Gartner analyst Adam Sarner. “Search marketing can help marketers determine which products customers are seeking, how customers are asking for them, which products or services are in greater demand and what customers are looking for but cannot find.”
“Marketers are beginning to incorporate e-marketing within a campaign management strategy to take advantage of data collection, customer understanding and managing campaign interactions online and offline,”1 added Sarner.
The White Paper is available at the SEMDirector website free: www.semdirector.com.
1 Collins, K; Hershel, G; Sarner, A; Radcliffe, J; Geishecker, L; Gassman, B. “Hype Cycle for CRM Marketing Applications, 2006” June 20, 2006. Gartner Group.
About SEMDirector, Inc.
SEMDirector, Inc. is the leader in search marketing automation software. The SEMDirector portfolio provides global organizations with robust search marketing automation solutions for paid search advertising and organic search engine optimization across the enterprise and throughout the channel. With SEMDirector, complex, distributed organizations can control brand integrity, ensure budget transparency and deliver quantifiable results across business units, distribution channels and local languages. Headquartered in San Diego, SEMDirector’s growing customer list includes some of the world’s best known brands in high tech manufacturing, electronics, media & publishing and consumer packaged goods. For more information on the SEMDirector portfolio of search marketing automation solutions, call 858.397.1500.
