January 2, 2008
The Search Marketing Review
Introducing Forrester's Methodology For Evaluating And Improving Your Search Marketing Efforts
This is the third document in the "Search Marketing" series.
with Christine Spivey Overby, Sarah Glass
Executive Summary (This is a document excerpt)
To move their search marketing programs beyond the basics, marketers must create search experiences that answer users' search needs rather than just promote Web sites. At the same time, they must build internal business processes that are efficient and scalable. Forrester's new Search Marketing Review methodology evaluates the user experience and key business processes to help marketers diagnose both tactical and strategic improvements that boost search program performance.
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Original air date: Thursday, September 03, 2009
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