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My name's Nigel Stokes.
I'm the CEO of DataMirror Corporation.
DataMirror's in the data integration business.
We help our corporate customers get more out of
their existing data and systems by moving that data
and systems across all the computers they use to run
their business.
We have a variety of strategies to reach out to
target customers.
We use events, marketing.
We also use online advertising extensively.
It used to be that you'd use a lot of print advertising.
Trade shows worked better in the past than they do today.
People aren't traveling as much.
So you need to be more innovative in outreach.
You need to be able to market across many different
geographic regions.
And we believe online advertising gives us that
advantage of reaching out to customers in a unique way as
they're looking for
information about our solutions.
We use both search and contextual advertising with
Google because they both have certain advantages.
One we might call depth advantage.
Search gives you a depth advantage, because customers
who find you through search tend to go deep
into your web page.
Contextual advertising has an advantage as well, though.
It gives you more of a breadth advantage.
You get your name out to a large cross-section of people
through many different partner websites.
And you also have the advantage of doing different
types of ads.
So you can do image ads, and now, of course, you can even
do video ads.
Contextual advertising just takes us to a much broader
range of customers, and they are more likely to register on
the website.
We're more likely to target those accounts that are
expressing interest in our technology.
Google's the only company where we do contextual
advertising.
It's the only one where we have the level of trust that
they're monitoring the quality of the advertising, the
quality of the site that we're really showing up on.
And so it allows us to reach out to a
much broader audience.
It allows us to get a lot more image ads, and a lot more text
ads, presented to a much broader audience than any
other vehicle.
We're using contextual ads as a way to reach out to
customers at a critical stage of the buying cycle.
A lot of online research is done today as companies
evaluate technology, so it's important to be in the right
position online so customers can find you.
They can find you when they're looking for specific solutions
around specific topics, and that's why contextual
advertising is important to us.
We have a variety of tools we use to measure response.
We use Google Analytics.
It's a very effective tool for us in monitoring response
rates, who's expressing interest in our company, and
targeting our response to the marketplace by who's
expressing interest in the company.
So it's proved to be a very useful marketing campaign tool
for us, and that's how we monitor return on investment.
Contextual advertising has helped grow our business.
We know that, and we see increasing growth rates both
in pipeline and actual revenue.
In the last quarter, for example, year-over-year
revenue of license revenue was up 25%, and that's
substantially greater than most of the industry.
Total revenue was up over 15%.
So the payoffs of our contextual ad are really
coming to bear fruit today.
When we do search alone, and I've tested this--
the great thing about the system is, it does allow you
to test just search versus search and contextual
advertising--
I get about a threefold increase when I open it up to
contextual ads over search.
It's important part of the mix.
Search alone won't give you the reach that both search and
contextual ad will give you.