FTD: We Forgot About Search
Still think that search marketing is not important? FTD just realized they screwed-up their Christmas marketing efforts by not utilizing search. The result? The marketing exec was fired.
“The consumer business’s order growth for the 2005 Christmas season was below expectations [because of] our decision not to pursue high-cost order volume associated with online search,” FTD president/CEO Michael J. Soenen said in a statement. “In anticipation of continued competitiveness in the online search environment and to better manage the consumer segment business going forward, we have made management changes within this segment including the replacement of our head of marketing.”
I’m thinking of a new line of t-shirts – “Friends Don’t Let Friends Handle Their Own SEM Campaign“