Trends Report

Get Serious With Search Marketing

How to Move Past Current Search Marketing Attitudes And Behaviors

August 20th, 2007
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributors:
Christine Overby , Jennifer Joseph

Summary

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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