DTE Energy – Home Protection Plus Digital Lead Generation
ICS Product/Service Area: Targeted Digital Lead Generation / Search Engine Marketing
The Challenge
The Challenge
- Increase awareness of Home Protection Plus's and Appliance Protection Programs
- Geographically target in Michigan counties eligible for the services
- Generate targeted leads for each program
- ICS and our Digital Services Partner, Netvantage Marketing, developed a Search Engine Marketing plan that included:
- Targeted keyword considerations for each online program
- Geographically targeted based on the zip code parameters for each program (each program had differing geo parameters
- Develop custom landing pages highlighting each product in more detail
- Both Search Engine and Search inclusion in targeted content networks were implemented
- Extensive Web Analytics were enabled to track the campaigns.
- Web analytics helped to power refinements to the campaign based on keyword and content network performance.
- Web Banner Ads were also developed to expand the campaign after the initial Search Campaign was implemented
- Leads were asked to call custom 800#'s specific to each online program
- Web analytics were utilized to refinement the campaign based on keyword and content network performance throughout the course of the lead generation campaign
- Our client was very pleased. We were able to generate significant, qualified interest over program period.