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by Oliver Ewbank on 7th January 2011
Professionals engaged in search engine marketing can help businesses to make the most of their advertising budgets.
This is according to Bill Dinan, a columnist for Search Engine Land, who explained that small and medium-sized enterprises should be shown that running such campaigns can be both simple and valuable.
He said search marketers can build up a business case backed by statistics that show the value of such advertising.
"Search marketers must make recommendations for optimising search budgets and give small and medium-sized businesses enough data and performance metrics to enable them to make smart business decisions," Mr Dinan advised.
He said companies will end up being impressed with the search engine marketing services they receive for helping them to make the most of their advertising spending.
Earlier this week, Tanya Kelly, global marketing director at Direct Wines, told Marketing Week that companies should be working on developing their digital marketing strategies as 2011 gets underway.