Welcome To The“Search Engine Marketing For Lists”

Webinar

We’ll Be Getting Started Shortly…

SEM For Lists Webinar

Agenda

• How To Increase List Rental Income?• Organic Search• Paid Search• Lists In The Public Domain• Web Site Integration• Sales-Ready Leads• Free Tools

e-mail sales@nextmark.com for more information

How To Increase List Rental Income

List Rental Decision Stream What is an Impression?

1. Search2. Analysis3. Recommendation4. Test5. Analysis6. Continuation

List Rental Revenue Calculations:Revenue = (Names / 1,000) x CPMNew Test Orders = Impressions x Click-Through Rate x Conversion RateNew Continuation Orders = (New Test Orders / TC Ratio) x Mailings Per

Year

How To Increase List Rental Income

Therefore…

$ Drivers Are Influenced By

Impressions Online Advertising, Keywords (Key)

Click-Through Rate Increase RelevanceConversion Rate Improve Data Card Quality

TC Ratio (3.3 to 1)* Refine SelectionsOrder Size (5M, 20M)* Up SellPrice ($100/M)* Optimize (PED)**

*Estimates Used For Demonstration Purposes **Price Elasticity of Demand (PED)

How To Increase List Rental Income

So How Do I Increase List Rental Income?

Answer:

How To Increase List Rental Income

How Do I Increase Impressions?

1. Increase Frequency (Organic & Paid Search)2. Increase Reach (List Research Channels)

And Do It Efficiently?

1. Web Site Integration (Single Data Card Interface)2. Search Engine Marketing (Leverage Optimized

Infrastructure)

Organic Search

Your Web SiteYour Data Cards

Apparel buyersBook buyersContinuityDog ownersEpicureanFishing enthusiastsGift giversHigh incomeInvestor prospectsJust need aKiplingerLiberal donorsMen’s health...

List Buyers

Paid Search

Google Example:Decide on keywordsGet cost estimatesYou decide on your budgetYou decide the CPC* thresholdPay only if someone clicks your adGo to http://adwords.google.com

*Cost-per-click

Lists In The Public Domain

Public Domain (Growing!!!)• List Management Company Web Sites• The Direct Marketing Association List Search • Direct Magazine List Finder• Multi-Channel Merchant List Finder• Salesforce.com Lead Finder• NextMark Free List Search• Kodak Free List Search

Private Domain• Marketing Information Network (mIn), NextMark, SRDS• Proprietary List Research Systems (Data Feeds)

Web Site Integration

Web Site Integration

1. Your Company’s Web Site(s)2. DMA List Search 3. Direct Magazine List Finder4. Multi-Channel Merchant List Finder5. Salesforce.com Lead Finder6. NextMark Free List Search7. NextMark Research Users8. NextMark Order Entry Users9. mIn Updates10. SRDS Updates

Add Search Engine Optimization & Web Analytics To Your Site…

Sales Ready Leads

2,136 Leads For January 2008 Alone!

All From The Public

Domain!

Free Tools

• MarketMax Standard Edition (MMSE)– http://www.nextmark.com/mmse/

• List Search Portals– http://lists.the-dma.org/– http://directmag.com/resourcecenter/listfinder/– http://multichannelmerchant.com/toolbox/listfinder/– http://lists.nextmark.com/

• Articles on Search Engine Marketing For Lists– List Insider (January 2008), Target Marketing Group– 2008 Essential Guide, DM News– NextMark BLOG

• http://nextmark.typepad.com/blog

• ROI Calculators– Contextually Targeted Advertising

• http://www.nextmark.com/cta

– MarketMax Professional (MMPro)• E-mail sales@nextmark.com

– Leads Conversions• http://www.nextmark.com/leads/

Sign Up Today For A Free Audit

20 Minute Data Card Audit&

20 Minute LM Web Site Audit

E-mail jfrederick@nextmark.com

Or call (603) 643 – 1307 x. 110

NextMark, Inc.