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(Continued) The RFS Newsletter, Sept. 10, 2005. Page 18 
Justifying your existence to your employer Sometimes, there is a piece of news that really grabs your attention more than others. This week's news that Jupiter Research found that, as a whole, there are many search engine marketers that simply aren't using the right metrics while quantifying and evaluating their search engine marketing campaigns really got my attention. In fact, its something I've suspected for a very long time, since I work closely with so many clients that have to evaluate their marketing efforts over a period of time. And, as any other business performance, ROI is as critical now than it has ever been in the past. To quote Isobar and iProspect: "If someone converts offline, and you're not linking it with your search marketing efforts, you're not evaluating the full returns you're generating, and you can't make a full evaluation." According to Bill Muller, iProspect's VP of marketing, that could affect not just the company, but the individual marketer as well.  "Over time, I can't believe there will be a lot of companies who will continue to spend money on SEM on blind faith," he said. "If I were a marketer responsible for SEM, I would want to measure my own success based on business results, to simply justify my existence in the organization." This makes a lot of sense to me. How else are you ever going to be consistent in the close analysis of any search marketing campaign? Remember that most of your competitors are probably doing it as you read this, so I suggest that companies take a long hard look at their current evaluation methods and update them to better refect today's dynamic market realities. Furthermore, I really think that, as this industry matures, more and more companies will want to outsource the monitoring of their SEM campaigns to a specialized search engine marketing firm that does only that, instead of relying in an "in-house" person who may have very limited experience in this, and who 90% of the time lacks all the highly-specialized tools needed in this critical segment of search marketing. As with so many other business processes today, sometimes it makes a lot more economical sense to outsource highly-specialized services that are so critical to the viability and survival of a company. Well, that's it for today folks. Thanks for being here and I will see you all next week. Have a great and safe weekend! Serge Thibodeau, editor Please note that I am available for SEO consultative work or to help you optimize your website for the major search engines. Feel free to contact me for an honest and fair assessment.  Note: Although I always try my best to answer each individual question that I receive, there are times when it's just impossible for me to answer every one I get, as the amount of emails sent to me keeps increasing all the time. Also, please note that, for confidentiality reasons, the names of people writing to us are never disclosed. Please send all your questions, comments or general enquiries to: questions@rankforsales.com Subscribe to the free Rank for Sales Weekly Newsletter <<< Previous page Pages: 1 2 3 4 5 6 7 8 9 10 11 12 3 14 15 16 17 18  Bookmark the RFS Newsletter by simply clicking here. Search engine industry news corner:  About Rank for $ales Rank for $ales can be reached via email at info@rankforsales.com or you can call from anywhere in the US or Canada, via our toll free number at 1-800-631-3221. Our offices are located near Montreal, Quebec, Canada. Visit our web site at www.rankforsales.com About Serge Thibodeau Pagina+™ is offered by Rank for $ale's parent company: GCIS Inc. Besides serving as editor and CEO of Rank for $ales, Serge Thibodeau currently writes professional search engine optimization articles in some of the following publications:
SEO Today (www.seotoday.com) Additionally, Serge Thibodeau has successfully developed and deployed Global Business Listing, a powerful and flexible 'paid inclusion' search engine that will further increase any company's rankings and visibility in the major search engines. On the Web, at: www.globalbusinesslisting.com Bookmark the Rank for $ales newsletter by simply clicking here. Legal Notice This newsletter is sponsored by Rank for Sales, a professional SEO firm in business since 1997. We suggest you bookmark our newsletter and place it in the list of your favorite websites by clicking here. Feel free to contact us if you need to have your website optimized by a professional SEO firm, or if you have any question on the subject of search engines. |
