Frederick Vallaeys, Google
- Many ways to search: Banner ads, search marketing
- Search Marketing reaches users at the exact right time. Best use of your time to achieve your goals.
- Efficient in terms of cost.
- Direct mail - $70
- $8.5 for a direct search
- 10x less expensive than most other mediums
- Measurable
- Concept is getting in front of the right customer, at the right time, with the right message
- Decision and purchase cycle
- “Sponsor a child in India” is likely to reach someone on the verge of spending money
- Retention is key “annual giving”