The Direct Marketing Association is launching a search council with Tug, to reflect the fact that search engine marketing is crossing into the territory of direct response.
Meeting for the first time tomorrow, the remit of the council is to position search, both SEO & PPC, as direct response channels in their own right, which looking at the benefits of integrating search with direct marketing.
Nick Beck, Tug’s MD, said: “Search engine marketing is now such a powerful and omnipresent tool that its impact is being felt across many other areas of the marketing mix. We felt there was a particularly under-exploited opportunity in the convergence of search and direct response. Search, for example, is an excellent way of driving data collection for direct campaigns.”
Emma-Jayne McEwan, DMA’s head of media channels, said: “When Nick [Beck] identified that there was a lack of industry recognition about how search is dovetailing into direct marketing, we asked him to convince us of his case. He put forward a very persuasive argument and we’re now excited to be leading the way in the convergence between search and direct.”
The council will aim to issue actionable quarterly reports on the latest search and direct marketing issues.