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And 62 percent of online searchers click through to one of the top three search results. The conclusion? Your search program must be optimized so that when consumers see its short- or long-form and launch their online search, you are already right there.

Supporting DRTV with search accomplishes two things: It makes consumers more likely to order, because they’ve seen your commercial and your search listing. Having visibility in search engine marketing (SEM) for DRTV lends credibility, as well. Search support also prevents consumers from going to a competitor’s site that’s visible when you’re not.

Why take a chance on losing a consumer to a competitor?

*Get Elastic E-Commerce Blog, Oct. 18, 2014.

Irv Brechner is executive vice president of acquirgy’ and creator of its Customer Acquisition IntelCenter. He can be reached at (732) 321-1924 or by email at irv@acquirgy.com.