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From DRTV to VSEO – Direct Response Advertisers Missing an Opportunity
From DRTV to VSEO – Direct Response Advertisers Missing an Opportunity
Direct response (DR) TV advertisers carry out considerable analysis of TV programs and viewers to ensure that their product infomercial appear before an audience that is most likely to buy.
chennai,
tamilnadu,
India
(pr4links.com)
30/04/2011
Los Angeles, CA, April 30, 2011 -- When a health-supplements company launched their national direct-response (DR) television-advertising campaign in 2010, they were happy with consumer response to their infomercial but surprised and unhappy by the response of overseas “knock off” companies. Competitors offering an inferior product seemed to appear out of thin air with Websites search-optimized for the same keywords targeted by the health-supplements company. Competitors even targeted the product’s brand name, making it difficult for customers who saw the infomercial to find the product’s Website in Google, Bing, or Yahoo search engines. A search for the product name returned search results in which inferior competitors had a higher ranking than the product’s own official Website!
Fortunately the company was able to restore its #1 ranking and protect its product’s brand name by repurposing its infomercial for online distribution using a strategy DR advertisers are just now beginning to appreciate: video SEO (video search-engine optimization).
Since Google changed its search algorithms in 2007 to give users more blended, multimedia results, video has effectively been granted “fast pass” access to the first page of search-engine results pages (SERPs): first by Google, then Bing and Yahoo. This came about as the popularity of YouTube exploded worldwide and behavioral and marketing studies confirmed that a growing number of people searching for products they plan to buy prefer to watch a video about the product before visiting the product’s Website. Today, because of Google’s video-biased algorithms, a search-optimized video is 50 times more likely to show up on the first page of search results. The measurable results for “early adopter” advertisers who took advantage of video SEO have been tremendous. Advertisers have successfully protected their products’ brand names and have seen their normal volume of online leads increase by as much as 1,400%! Some advertisers, frustrated by their inability to achieve first-page rankings for their Websites after many months or in some cases years, were amazed to see their infomercials achieve first-page rankings after just a few months, or even just a few weeks.
“When planning and buying for a campaign on TV, we advise our clients to think about both the offline and online segments of their target market,” said Scott Kowalchek of DirectAvenue, a DRTV media buying and brand building agency in Carlsbad, CA. “Keeping those two customer segments in mind: those watching TV and those online, we have found that they are often the same customer.”
With the success of targeted, niche-focused, video SEO campaigns that have been well documented throughout dozens of B2C and B2B industries, the answer to the question “Have DR advertisers kept up with consumer demand for online video?” is surprising. A recent report titled “The State of Video in E-Commerce” found that a staggering 52% of the top 50 retailers in the US have no video content indexed by Google. Although the largest retailers have produced hundreds of videos about their products, most have not optimized their videos for search-engines. These are abysmal numbers when one thinks about how much traffic search engines are generating for retailers, many of which report 30% or more of total traffic coming from Google, Bing, or Yahoo. While the report refers to the largest US retailers, including those that have launched DRTV campaigns for their products, the percentage of direct-response advertisers who have not repurposed their infomercials for SEO is likely even higher than the 52% cited in the report.
The report underscores a clear “first-mover” opportunity for DR advertisers who understand the value of online brand protection and see a fundamental behavioral change among television viewers who are spending more time online researching products they plan to purchase. While direct marketers already know that product demos and customer testimonials convince TV viewers to pick up the phone and make a purchase, most marketers are missing an opportunity to present the same product and testimonial video content for thousands of additional customers online. And because of the viral nature of keyword-optimized video, especially video distributed through the social networks Facebook and Twitter, the first marketers to search-optimize their infomercials will have an easier time staying on top of search results than will future competitors.
“The first companies to drive their video to the top of Google search results often see multiple first page rankings and multiple image links to their video,” said Gary Gabriel of Vmatrix SEO, a Los Angeles corporate video production, marketing and video SEO company. “BusinessWeek Magazine described video SEO as the ‘The Great Frontier’ because it’s a young industry and the first companies to stake their claim on the best keywords in their industry have an opportunity to maintain an enormous advantage over their competition.”
The time-sensitive opportunities in video SEO can be determined by any direct marketer who simply types into Google’s search engine their product’s brand name or a search term that describes their product. If a thumbnail image link to a video does not appear on page one of their search results, experts agree that by the end of 2011, there’s a good chance there will be, as video becomes more and more dominant on the Web.
The first direct-marketing advertisers who drive their videos to page one of Google search results will protect their brand, get more clicks, convince more customers to buy, and keep competitors relegated to the hinterlands of page two or lower.
Contact :
Gary Gabriel
Vmatrix
812 Duncan Ave
Manhattan Beach, CA 90266
(888) 586-2874
vmatrixcorporation@gmail.com
http://www.vmatrix-seo.com
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