The DMA selected QuinStreet to participate in the Strategy and Trends Education series of its annual conference. This is the first time that QuinStreet has so openly shared its successful framework and strategy for marketing and managing an online lead generation program. The presentation was delivered to an audience of clients, competitors, and other marketing professionals.
Some professionals, including Vocalocity's Executive Vice President and GM, David Politis, attended DMA06 specifically to learn about QuinStreet's strategy. After the presentation Politis said, "I've never seen online marketing information presented this way. It was very calculated and concise--purely about customer acquisition and lead generation." He continued by saying that QuinStreet's approach to lead generation is truly unique.
Politis added that QuinStreet's marketing recommendations are already being incorporated into Vocalocity's overall marketing strategy, "There is a lot we can learn from QuinStreet about how we can better optimize our campaigns, employ best practices, and be more systematic in our approach."
Using data and anecdotes from tens of thousands of actual marketing campaigns, QuinStreet demonstrated that it is essential to approach online marketing deliberately and analytically. Any Internet marketing strategy should take into account the three R's:
* RISK: Systematically assessing and managing legal, regulatory, and intangible risk to brand
* RETURN: Predicting, then measuring, the fully loaded sales and marketing cost per customer for every media buy
* REACH: Planning the most effective ongoing media mix by building a "supply curve" using a broad mix of online media (PPC, email, newsletters, high traffic placements, niche sites, organic search)
QuinStreet cautioned that there is no magic formula that can be used for every campaign. Instead, as part of the ongoing optimization process, online marketers have to build a war chest of great creative, incorporate multiple concepts into every campaign, and customize campaigns for each site promoting the brand. QuinStreet also recommended developing a detailed set of risk management guidelines, measuring and analyzing costs for every media buy, and advised continued and ongoing optimization of media campaigns.
Online advertising, currently a $20 billion global industry, is estimated to grow to $54 billion by 2010. In February 2006, Nielsen//NetRatings named QuinStreet as the eighth top advertiser, spending $9.4 million on 1.9 billion ads viewed. Sharing its successful three R's strategy is perhaps an indication that QuinStreet is confident of its position as an industry leader. Promoting marketing as a predictable, scalable medium for generating online leads is good for QuinStreet, the direct marketing industry, and consumers.
About QuinStreet, Inc.
QuinStreet, Inc. has been a leader in online direct marketing since 1999 and serves nearly 600 clients and over 700 brands. The company's online marketing services and technologies deliver more customers at lower cost to the world's leading brands. Their full-service approach combines direct marketing expertise, vast search and media reach, and industry-leading technologies to deliver dramatically improved results for clients. QuinStreet is headquartered in Foster City, Calif., with offices in Chicago, Ill., Reno, Nev., India, and the United Kingdom.