Media planning in the interactive space can be a conundrum for traditional marketing organizations, whether via CPM, CPA or CPC. While the marketplace is not as volatile as it was before the internet bubble burst, it is still a challenging prospect to find media that responds productively. It takes extensive experience across the numerous online marketing channels to develop the specialized skill-set needed to make online marketing work. Most importantly, SendTec focuses on cohesively tying your offline marketing efforts with your online marketing campaigns. Our approach is to present your brand effectively along all customer touch points, with Search as the central tie.
Our Approach
We begin the media planning process by conducting extensive research to match media placements on the web to the target customer that our client is seeking. In placing countless other marketing campaigns with most of the top web publishers, SendTec has a significant buying power and a knowledge base based on historic media performance that can be leveraged to your advantage. And with the use of analytic tools such as Hitwise, @Plan and Ad Relevance, we are able to quickly define media plans that provide invaluable learning during the test period and drive a strategic rollout plan upon successful testing.
Analyzing the Results
Through the use of our proprietary tracking software, ROY (Results. Optimization. Yield.), SendTec is able to monitor and optimize our clients’ programs in real-time. To complement ROY for CPA/CPL offers, SendTec has licensed Atlas DMT for CPM media buys. This technology allows our personnel to work closely with each client’s marketing team towards ROI maximization from start to finish during a marketing campaign.
Our Personnel
SendTec has the experience and expertise to deliver campaigns that work. Our media buyers bring with them years of internet media planning experience working on the client side, having managed over $200 million in internet media spend in their collective histories. Our staff has an understanding of the accountability that our clients have with their marketing budget, thus driving them to make only the best media planning decisions.