David Hughes Authors Chapter on Convergence of Search and Direct Marketing


CEO of The Search Agency writes on maximizing results in paid search and search engine optimization for Stan Rapp's latest book, Reinventing Interactive and Direct Marketing

Santa Monica, CA- November 12, 2009 — The Search Agency (TSA) is proud to announce David Hughes' contribution to Stan Rapp's recently published book, Reinventing Interactive and Direct Marketing: Leading Experts Show How to Maximize Digital ROI with iDirect and iBranding Imperatives.

Stan Rapp is the co-author of six books on direct marketing and was named by Advertising Age as one of the 101 individual who shaped advertising in the 20th century. In his latest book, Rapp brings together a variety of industry experts to examine the convergence of interactive and direct marketing and our evolution from mass media consumption to user-generated content and conversational marketing. Hughes' chapter, entitled “SEM and SEO: Core Drivers of iDirect Success," addresses the importance of applying the principles of data-driven project management to search marketing.

“It was an honor to collaborate on this book with such a talented group of marketing experts," said Hughes. “Individually each author contributed a unique perspective to the nature of direct marketing in our digital era. Together we worked to define Stan Rapp's ‘iDirect' concept by investigating the requirements for success in our new marketing reality."

In addition to Hughes' chapter on search marketing, other topics include mobile marketing, e-mail, direct response television, media budget allocation, and social media. The book was published by McGraw-Hill in association with the Direct Marketing Association.