Search Engine Watch
SEO News

Go Back   Search Engine Watch Forums > Search Engine Marketing Strategies > Search Engine Marketing
FAQ Members List Calendar Forum Search Today's Posts Mark Forums Read

Reply
 
Thread Tools
Old 01-27-2006   #1
dannysullivan
Editor, SearchEngineLand.com (Info, Great Columns & Daily Recap Of Search News!)
 
Join Date: May 2004
Location: Search Engine Land
Posts: 2,085
dannysullivan has much to be proud ofdannysullivan has much to be proud ofdannysullivan has much to be proud ofdannysullivan has much to be proud ofdannysullivan has much to be proud ofdannysullivan has much to be proud ofdannysullivan has much to be proud ofdannysullivan has much to be proud of
FTD's Head Of Marketing Replaced Over Failure In Maximizing Search

Jaw dropping time. Gary posted this summary of how FTD has replaced (fired?) its head of marketing for failing to do more with search. Wow. I guess that will get search marketing some respect in the mix, if you're likely to lose your job over not doing enough with it! From the DMNews article :

Quote:
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."
dannysullivan is offline   Reply With Quote
Old 01-27-2006   #2
rcjordan
There are a lot of truths out there. Just choose one that suits you. -Wes Allison
 
Join Date: Jun 2004
Posts: 279
rcjordan is a name known to allrcjordan is a name known to allrcjordan is a name known to allrcjordan is a name known to allrcjordan is a name known to allrcjordan is a name known to all
damn, i like soenen's management style.
rcjordan is offline   Reply With Quote
Old 01-27-2006   #3
B-Double-U
Member
 
Join Date: Mar 2005
Location: Arizona
Posts: 159
B-Double-U will become famous soon enough
I wonder if this was a case of not being able to teach an old dog new tricks or simply that a decision was made to NOT pursue the paid channels in order to keep the marketing costs lower.

I would like to see a rebuttal from the previous head of marketing.
B-Double-U is offline   Reply With Quote
Old 01-27-2006   #4
shorebreak
Member
 
Join Date: Jun 2004
Location: California
Posts: 144
shorebreak will become famous soon enough
Flower search is hard

I've talked to a good number of online flower sellers, and they almost all have the same issue - there are just not that many different ways people search for flowers. That being the case it all comes down to conversion rates, and having worked in the flower industry I can tell you that FTD is not a brand people generally associate with quality. Quality flower arrangements come from local florists people trust, and THAT's who FTD should be promoting in their search activities, NOT themselves.

-Shorebreak
shorebreak is offline   Reply With Quote
Reply


Currently Active Users Viewing This Thread: 1 (0 members and 1 guests)
 
Thread Tools

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

vB code is On
Smilies are On
[IMG] code is On
HTML code is Off