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www.sendtec.com<%2Fa>)%20examines%20“the%20enormous%20impact%20DRTV%20has%20on%20search%20engine%20marketing,%20both%20on%20organic%20and%20on%20paid%20search%20listings,%20and%20how%20it%20can%20easily%20throw%20off%20the%20allocation%20of%20expenses%20and%20sales%20to%20both%20channels.”%20The%20key%20takeaways%20from%20the%20paper%20include%20that%3A%20*%20Search%20is%20a%20significant%20channel%20for%20DRTV%20response;%20*%20In%20order%20to%20calculate%20your%20true%20cost-per-response,%20you%20must%20factor%20in%20DRTV-driven%20search%20traffic;%20*%20You%20must%20be%20careful%20not%20to%20“double%20pay”%20for%20search%20traffic%20that%20already%20is%20being%20driven%20by%20your%20DRTV%20activities;%20and%20*%20DRTV%20has%20a%0D%0A%0D%0Ahttps%3A%2F%2Fwww.nonprofitpro.com%2Farticle%2Fhow-drtv-affects-search-results-75992%2F" target="_blank" class="email" data-post-id="10131" type="icon_link">
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In its whitepaper “The Effects of DRTV on Search Engine Marketing,” multichannel-marketing company SendTec (www.sendtec.com) examines “the enormous impact DRTV 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.”
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