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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