In a continuous effort to serve
its clients, LEAP will be expanding interactive
marketing services in its New Media division.
Expansion in this area is a no-brainer for LEAP. Search engine
marketing and email marketing/permission marketing have become
necessary components for the sustained development and financial success
of client products.
The advertising market itself necessitates such growth. Last year,
for the first time, five percent of the total amount spent on traditional
advertising was spent advertising online.
Google, Yahoo! and MSN search engines run more ads every 30 minutes
than all radio and TV networks combined. Advertisers in the United
States and Canada spent $5.8 billion in 2005 — 44 percent more than in
2004, according to the Search Engine Marketing Professional
Organization. The nonprofit organization said it expects that spending
on search engine marketing will reach $11 billion by 2010.
Search engine marketing services under the broad category of new media are expanding to include traffic and lead generation, e-commerce
engine optimization, pay-per-click and -call campaigns, affiliate
network development, local (city, state) search marketing programs,
online news release management, online promotions and contents, blog/forum or "word of mouth marketing" campaigns, and online media buying,
management, and optimization.
As part of this service, LEAP will offer clients local (city,
state) targeting campaigns that allow for geographic targeting of search
results. This has been especially popular for clients looking to
expand into new markets and is the perfect compliment to other marketing
endeavors that are targeting specific cities, counties, states or
The second prong of the expansion involves email marketing. Using
Inbox Direct™, LEAP's world-class permission marketing platform,
businesses can create and send attractive, effective HTML-based emails.
This powerful database-driven tool allows businesses to communicate
directly to millions of clients and prospects in a one-to-one manner.
Inbox Direct™ ensures that these emails will not be relegated to a
particular client or business spam folder, because they come from
white-listed servers that are compliant under the federal government's
guidelines spelled out in the CAN-SPAM Act of 2003.
LEAP specialists Ryan DeShazer, a certified Google Advertising
Professional and Yahoo! Search Marketing Ambassador, and Christopher
Roth, who oversees permission marketing operations, are planning a
series of online training seminars to discuss these powerful New Media
LEAP is a full-service interactive agency that offers interactive brand strategy, creative services, new media services, web-software services, intelligence services, and outsourced site management. The company serves clients in 28 states, including: Tommy Hilfiger, Brown-Forman, Comcast Cable, MeadWestvaco, National Public Radio, Pizza Hut, KFC, Aleris and YUM! Brands International.