For Interactive Marketing Professionals (Length: 8 pages)
August 20, 2007
Get Serious With Search Marketing
How to Move Past Current Search Marketing Attitudes And Behaviors
This is the second document in the "Search Marketing" series.
with Christine Spivey Overby, Jennifer Joseph
Executive Summary (This is a document excerpt)
Search is well-adopted as a marketing medium — 85% of marketers are using, piloting, or planning to pilot search marketing programs this year. Yet most search marketing programs are tiny, and marketers focus on program mechanics instead of adopting practices to increase their search marketing sophistication. With search marketing complexity increasing, marketers should stop trifling with search and treat the medium seriously by defining a process for using it, growing keyword lists, adopting dedicated bid management tools, and pushing vendors to innovate.
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