eMC: I understand that you use a combination of organic and paid search. Can you offer some examples about how you use this?

RVV: We have found that paid search can act as a hook that informs visitors of the opportunity to buy. However, not all shoppers are prepared to purchase at the first point of contact. A percentage of shoppers resume their searches some time later and then opt to travel down the organic path to our corporate Web site, where they finally make a purchase.

eMC: How has using search engine marketing and optimization effectively improved your business? Do you have any ROI numbers you can share?

RVV: SEM has allowed us to capture a large percentage of branded searches for our products and take that business direct. Direct online sales delivers an average gross return of more than five-to-one revenue to ad spend. Few, if any, marketing programs are that profitable. ( source eMC interview with Trend Micro )