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DRTV and the Search Engines

tsziklai | 10 January, 2007 15:34

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Search engines are playing an increasingly important role in DRTV marketing. A large percentage of the Web traffic generated from an infomercial passes through the aperture of a major search engine, such as Google. Most marketers don't realize that their company name, product brand names and slogans can be "pirated" by search engine optimizers and directed to competitive websites. Often these websites are owned by authorized resellers, but they can also be owned by direct competitors, including knock-off artists. I run into this problem with DRTV marketers who are totally unfamiliar with Web marketing and, in many cases, have handed their Web business over to affiliates. Because they don't optimize their corporate website properly, the search engines can't find it and they end up selling their product at a lower price to the affiliates rather than directly to consumers. My advice: talk to a search engine consultant before launching your DRTV campaign.

- Tony Sziklai


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