SAN DIEGO, CA — (Marketwired) — 09/23/14 — A newly commissioned Forrester Total Economic Impact (TEI) case study, conducted by Forrester Consulting on behalf of Covario, Inc., found that the search and content marketing firm–s SEO and related earned media services for a technology equipment manufacturer and distributor led to a 35 percent average annual revenue increase of over a recent three-year period.
The client company initially engaged Covario to help drive consumer traffic to its website and generate conversions in the U.S. from non-branded, online channels through search engine optimization (SEO) and other earned media initiatives, including social media integration, content marketing, keyword analysis and obstacle analysis.
By consolidating website management and launching the new earned media program with a centralized internal team and one agency partner, this technology company experienced a 25 percent U.S. revenue increase in year one. This success led the company to expand the effort to seven more countries in year two and 15 overall by year three, resulting in consecutive 40 percent revenue increases both years.
The Forrester study goes on to report that the average annual investment by the manufacturer in the earned media initiative was 3 percent per dollar of revenue generated, leading to a three-year return-on-investment (ROI) of 205 percent.
In addition to the incremental revenue of $275 million and risk-adjusted net profit of $11.7 million realized over three years from non-brand web traffic, Forrester found that by deploying an SEO and earned media strategy with Covario–s support the client company avoided the higher cost of alternative channels. In this case, paid search and display ads, which cost the organization 9 percent and 15 percent per dollar of revenue, respectively.
As part of the study Forrester interviewed a marketing director at the technology company who said, “Covario helped us evolve from being a laggard in (organic) search to a company that is winning awards for our excellence.”
This executive went on to say that “Covario worked with our internal development team in a way that avoided a common problem with disparate SEO teams.”
The TEI study cited several benefits the company realized by working with Covario, including:
Executive education and commitment to SEO, including new metrics built into the goals of business unit leaders;
Cost savings from less expensive earned media channels versus paid search and display ads;
Surpassing a company threshold of driving more than 10 percent of total company revenue through SEO and related strategies;
New company-specific websites and earned media programs tailored to local consumer purchasing behaviors; and
Consolidation of web development globally into a single group, resulting in internal development and ongoing work with Covario that became “significantly more nimble and effective.”
Now available, the complete Forrester TEI case study can be downloaded at no charge from the Covario website at .
In addition, there will be an educational Digital Marketing Depot webinar Nov. 6 that will feature Dean Davison, the Forrester principal TEI consultant who spearheaded the study; along with Shar VanBoskirk, vice president and principal analyst at Forrester Research, Inc. Free registration details will soon be posted on Covario–s website at .
Covario is a leading independent search, social and content marketing agency, as well as one of the top SEO and social media software providers. It was recently announced that the Dentsu Aegis Network will acquire the Covario agency and integrate it into its iProspect performance agency. It was also announced that the Rio SEO software unit will continue as an independent company. Covario was selected by OMMA magazine for a record-setting third-year in a row as the Search Agency of the Year from 2011 to 2013. It was ranked in 2014 by Advertising Age magazine among the nation–s Top 12 search agencies. Headquartered in San Diego, the Covario agency has more than 140 team members worldwide. The firm–s growing customer base includes global leaders in technology, consumer electronics, financial services, retail, ecommerce, media, entertainment, publishing, and consumer packaged goods. More information is available at .
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