This Webcast Produced for: The Effects of DRTV on Search Engine Marketing On Demand Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise Paul Soltoff, CEO, SendTec Tim Daly, Director of Marketing and Strategy, SendTec For years, marketers have been tracking consumers as they go to the web in response to DRTV spots and infomercials, as well as other forms of offline advertising. In an ideal world, every consumer would pay attention and jot down the web URL and type it correctly into their browser, so that marketers could properly allocate web orders to individual media placements. But it's not a perfect world, and consumers don't always do what we want them to. As a result, yet another challenge has surfaced in tracking, reporting and analyzing offline-to-online response to advertising. This Webcast will explore the enormous impact that offline advertising 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. Factual results from case studies will be presented. Key takeaways will be: • Search is a significant channel for Offline Advertising response • In order to calculate your true cost-per-response, you must factor in offline driven search traffic • You must be careful not to "double-pay" for search traffic that is already being driven by your offline marketing activities • Offline activities, especially DRTV, has a strong, yet secondary, effect on branding A case study reviewing the best practices for accelerating presence and performance on online shopping sites will also be presented. About SendTec SendTec is a full service direct marketing company specializing in Internet customer acquisition and DRTV advertising. We have the skill sets and seasoned marketing professionals to drive ROI-centric, scalable results. We're a new bread of agency, technology enabled and 100% accountable to achieving objectives. We have extensive multi-disciplinary skills in-house to help clients acquire, retain and build profitable, long-term relationships with their customers. To over 100 national clients, SendTec provides comprehensive Internet Advertising and DRTV Services including performance-based Internet media and DRTV media buying. We have a full suite of Internet and DR tracking systems including the only Patent-pending DRTV-to-Internet tracking service. SendTec, Inc. is a subsidiary of theglobe.com inc. About Chris Sherman Chris Sherman is President of Searchwise, a Boulder Colorado based Web consulting firm, and Associate Editor of Search Engine Watch. He is a frequent contributor to Information Today, Online, EContent and other information industry journals, and his published work includes the forthcoming Google Power: Unleash the Full Potential of Google, The McGraw-Hill CD ROM Handbook, and The Invisible Web, co-authored with Gary Price. Chris has more than 20 years of experience in developing multimedia and Internet applications. Early in his career, he worked on prototypes of many products and concepts that are now commonplace, such as CD ROM and multimedia technologies and interactive cable television. Later, he was Vice President of Technology for a global management consulting firm based in Amsterdam. His clients have included International Data Corporation, Andersen Consulting, Motorola, Levi-Strauss, Porsche, United Technologies, and the Scripps Clinic. Chris holds a master's degree in Interactive Educational Technology from Stanford University and a bachelor's degree in Visual Arts and Communications from the University of California, San Diego.