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Search engine marketing (SEM) is easier to measure in terms of return on investment (ROI) than other channels of promotion, according an industry expert.
Marc Englesman, vice-president of client programmes and services at Digital Brand Expressions, indicated that the attraction of SEM is not only its effectiveness but also its comparative lack of expense compared to other media formats.
What may interest industry professionals, including those who employ professional SEO services, is search’s apparent ability to “to capture metrics like conversions”.
He suggested this method offers a “rationale for reallocation of budget from less ‘trackable’ marketing tactics”.
The expert added that it would not be unreasonable for those in charge of advertising funds to switch focus when the cost of one TV commercial can equate to a year’s worth of online promotion.
A recent survey by Omniture revealed that 80 per cent of industry professionals agreed that online marketing is important to measure, but only 31 per cent of respondents said they could gage it effectively.
Closeup of female researcher via BigStock
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.
When it comes to building a content marketing campaign, it can be difficult to know where to start. You may have an initial idea but bringing it to life and getting your message seen are always harder than initially thought.