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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
Last month, we tuned in to listen to our very own Samantha Noble become a radio star. As a guest on Xan Phillips’ The Business on Voice FM, a programme dedicated to promoting the good news stories about business from the Southampton area and beyond, Sam shared her insights into paid media.
The Drum Network has launched a new initiative called ‘Create Britain’ which aims to show the world that Great Britain is still an awesomely creative marketplace, despite Brexit.
Create Britain is an online interactive map that invites businesses from the creative industry to contribute a short video to claim their own pin on the map that links to their video clip. The video clips need to answer one question: ‘What makes British creativity so great?’.