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What will be the impact of Google's decision?

What will be the impact of Google’s much criticised plan to scrap advertisers' exclusive right to bid on key words for their own brands. And why have Google taken this step, seemingly striking at the very integrity of the term ‘trademark’?

From 5 May any advertiser or agency will be able to bid on trademarked single words in the UK and Ireland. Previously, companies could ask Google to protect their single word trademarks from rival bids.

The change is associated only to single word searches and will impact only sponsored links and not natural search. Multiple word searches have always been subject to open bidding.

What are the implications for brand owners and how can marketers protect both their PPC campaigns and SEO?

Jeremiah Budzik, Asscociate Director, Digital discusses in more detail here
Media Marketplace Report
Are you in the media know?

Our exclusive Media Marketplace Report provides a comprehensive overview of the media landscape; the latest launches in print and online, the most recent closures and takeovers, plus industry insight and what is going on in the data world.

Sign up here for Tri-Direct's Media Marketplace Report.

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Great Data Starts with Great Data Broking

We don't want to brag but Tri-Direct is one of the biggest buyers of data in the UK.  And whilst we were the prime mover in the creation of prospect marketing databases which contain many millions of contacts, we also buy data for specific projects which might be on a more modest scale.

Read here about a challenge we met last year when we needed to pull together data on every possible individual or organisation who might be travelling through London with a large vehicle. Circuses, scoutmasters and pony clubs - we had to track the data down.
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Our training is tops!

We are pleased to announce that Tri-Direct has been accredited by the IPA in recognition of the training and development undertaken within the agency last year.

The Institute of the Practitioners in Advertising seeks to raise standards of training by the introduction of their Continuous Professional Development (CPD) programme. This programme is aimed at client facing employees, who, by logging relevant training time, contribute towards the company achieving IPA Accreditation
Our Mission Statement

If you are new to Tri-Direct, you might like to know what we do.  Here is our Mission Statement but you might also like to check out our case studies area for a flavour of our work.

We are a brand response provider that uses multi-channel, integrated marketing solutions to help you grow your business.  We capitalise on our media independence and our culture of intelligence to plan the best campaigns for your marketing budget; campaigns that drive response and build brand across the entire media landscape – from D2D to online, data to DRTV.  We will put your commercial objectives at the centre of what we do for you.

If you want to capture hearts, minds and marketshare, talk to us.
Andrew Higgs: Director
Has online spend finally peaked?

Director Andrew Higgs looks at highlights of the Q4 2007 report:

* In Q4, only 15%of companies reported increased total marketing budgets while 19% reported a decrease, so a net balance of -4.7%.

* 23% of companies revised their budgets for the Internet,while 7% saw a decline. Online search is now being monitored by Bellwether and saw the same pattern of upward revision.

* Total share of spend in 2007 was 29.3% main media, 25% direct marketing, 8.7% Internet, 9.5% sales promotion, and 29.3% 'all other' marketing.

Andrew comments: 'Maybe these figures are starting to show that a plateau is being reached in on-line spending, particularly in search as the media matures. Certainly there is an increasing trend to integrate the on-line and off-line budgets and those companies who can understand how to achieve a 'blended' view of their overall business will be the nes who succeed."
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