White Plains, N.Y.—Database marketing company MeritDirect, continuing to evolve beyond its list-management roots, plans to introduce a paid search unit later this month.
“We don't want to be just another player in the paid-search field, but to be able to aggregate online and offline data into a more comprehensive analytics package to understand where money spent gets the best returns,” Mark Zilling, senior VP-business list brokerage at MeritDirect, told BtoB.
Zilling said the new paid-search group is an expansion of the company's MeritDigital division that offers an array of online marketing services. Paid search will support, in particular, display ad campaigns, he said.
Last month, MeritDirect announced the rebranding of its list management and interactive services division as Data and Media Services, as it expands into the digital marketing world. The company said the rebranding better represents its portfolio, which now includes lead and demand generation services, email and online advertising, co-registration, data licensing, integrated databases, and list appending and optimization. This month, paid search services will join the lineup.